Trade Show CheckList

Trade Show CheckList

Before you even consider participating in any trade Show this coming year, you need to prepare yourself properly both materially and financially because it is a large financial outlay.  Here’s my checklist that I suggest you follow for every show.

Set your goals for the show. Having a financial goal is key to your success. You must measure your success for each show based on the costs to enter the show, the cost of set up if it’s your first show, and most of all how much product you will need to bring with you to make it a successful show and the cost of the materials? Each show will be different depending on the audience. So, you must be proactive before the show when it comes to marketing and know your audience.

Create a social media promotional plan if it’s an open show:  that includes a content calendar that covers the length of the show, its location, and where you will be. Promote it on every social media outlet like Facebook, TikTok if you use it, LinkedIn, Instagram, and any others you might be on. The more you push it out in the social media venues the more the word will spread about your attending the show. Invite your clients in the local area to stop by and join you even if it’s just to come out and say hello and bring a new friend.  Once your booth is set up take pictures and post them to your social media.

Equipment that you bring like payment portals, laptops, and Square or PayPal devices for your cell phone, be sure to know how to use them before the show to avoid any awkward moments of not being able to finalize a sale. It will look very unprofessional if you don’t know how to create or finalize a sale. If you need Wi-Fi for your laptop, be sure to have a hotspot capability and electricity to run both. Again, know how to set up and run these systems before the show.

Know your target market and the demographics of the people who will attend the show. Your pricing should be equal to their demographics. Perhaps consider holding a raffle for a specific product. Each client can be charted based on race, age, gender, and economic status after they leave. Establish a coding system so that no one can understand it but you or the person you brought with you to help you during the show.

You can also send out a press release that you will be at the show to help draw a wider crowd to your booth.

Be sure to dress professionally, you know how to dress to impress.

Review your Website before the show and make sure all content is up to date and everything has been spellchecked and reviewed for grammar and understanding.     

Owners Statement stating who you are, why you do what you do, and what type of work you offer. In my case, I state that I’m finishing up my PhD in criminology and my consulting business helps me pay for college and pay off my student loans. This sometimes encourages people to contract my work, even if it’s only a short consulting opportunity.

Prize drawings are always a good way to gather the business cards of your patrons. So are sweet treats. Candy at any booth or stall is always a way to get people to come in and explore who you are and say hello. Don’t be upset if they don’t buy, but offer them to add a business card to your prize bowl if they have one for the prize drawing. The prize could be an hour consulting or a dinner on you.. Your objective here is to capture their contact information.

Create a standardized thank you note to email out to anyone who gave you their email address by signing your sign-up sheet or giving you a business card. Thank them for stopping by and it was nice to meet them. This gives you the opportunity to provide them with your website address and welcome them to check it out at their leisure.

Set Up depending on the type of show you might be required to supply your own tent, usually a white top and all sides. You might need to supply your own tables, tablecloth, chairs, business banner, bunting, and decorations and don’t forget weights to hold the tent in place in case of heavy winds, your inventory, credit card equipment, and a money box with a keypad lock.

Supplies might consist of office supplies such as tape, packing and scotch, scissors., pens, twine, clips or clothespins, a calculator, change for cash buyers, an Invoice Book that has pre-listed items of your inventory that you will check off with each sale, if your selling items so you know what you have and what you don’t, price tags for your items and tools should you need them to set up tent, table or chairs. If it’s a consulting trade show, don’t forget brochures, business cards, and treats.

Business Supplies would be business cards, postcards if you have one, and a mailing list sign-up sheet.

Other items you never thought about bringing with you to a show. How about drinks, snacks, your camera, cell phone, wet wipes, hand sanitizer, trash bags, and craft supplies for when nothing is going on. A cooler to keep drinks cold. Thermus filled with coffee or tea.

 With every trade show, you will learn what to bring and what not to bring. Check out other booths and what do they have that catches your eye?

Author Elizabeth Kilbride is a former political operative, author, scriptwriter, historian, and journalist. business professional, creative artist, and life coach consultant. Ms. Kilbride holds a master’s in criminology and a BS in Business Management she stepped out of the loop for a while but is now back with a powerful opinion and voice in the direction of this country and our economy. As a life coach, she is available to counsel individuals to enjoy their dreams and a better life. Ms. Kilbride loves to travel and photograph her surroundings and is also a gourmet cook who loves to garden and preserve food for the lean months.