The process of organizing an event is as dynamic as a
roller-coaster ride. It has its peaks and plummets, as well as moments filled
with joyful laughter and those with an uneasy silence. However, only if you are
well-organized, you will find it easier to combat unpredictable situations. In
light of that, here is a short 5-step guide on how to organize your first trade
show and save yourself a lot of worries.
Hand-pick a reliable team
Although your wish to have everything under control might
lead you to think that
you can do everything on your own, the reality is that you cannot. You need
people to be more efficient so you can coordinate and handle the online
marketing campaign and any issues that might arise. To have peace of mind, it
is best you choose them in person so that you know that you have the team which
you can rely on, which will do all that is necessary and in the best possible
manner. This dependable team will save you a lot of time and energy, and you
can also authorize individuals to make decisions in your stead when you are
unable.
Secure an experienced partner
Since the trick with these types of events is spreading the
word about them prior to the show, you need an
event partner to help you. Preferably, this partner will be experienced in
trade show organization, so you can benefit from both their advice and
promotion. This collaboration should be mutual – they should market your
products and the event itself via their social media profiles and in their
brick-and-mortar stores, providing they have any; while you need to make sure
that their brand, logo, and products are omnipresent on your stand.
Create an eye-catching display stand
Simply put, in order to be noticed, your stand needs to
‘pop’. There are agencies who create customized
trade show displays, but can also give you advice on what would work best with
your particular offer. It needs to be large enough for all the promotional
material and sample products to fit, but not to be obscenely big. Also, don’t
forget to think in terms of functionality – agree with them on a stand which
can be reused and which is easy to pack and set. Another important aspect is
the team member who will stand behind it since that person needs to be well
informed, with a positive disposition and a lot of patience to answer the
questions repeatedly.
Have marketing materials galore
When it comes to the amount of marketing material, the
more the better. You can consult your partner, but even if some material
remains after the event, you will still find a use for it. For example, you can
send it to your customers together with the products they ordered. In any case,
be well prepared and don’t print them out the day before, but think of it in
advance since you never know if something can go wrong in the printing house.
Besides the content, colors and size of the material, pay attention to how you
organize it on the stand so that all are visible and that people needn’t feel
shy to pick one up.
Monitor the event in person
You don’t have to be behind the stand the entire time, but
it is good to mingle and observe. In that manner, you can always be present in
case there is some unexpected problem or to provide additional information on
the spot. Not to mention that this could be an opportunity to create some
business contacts or make a business deal so your presence is more than
desirable. While your team
members can make smaller decisions such as where to place things, only a manager
or an owner can negotiate a meeting for potential collaboration.
Whenever you encounter a problem, remember that you have
your team backing you up. You have who to help you and a detailed plan to fall
back to if you get sidetracked. Keep repeating this mantra to yourself: I can
do it!
