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!
Article author : Dan Radak