Ready in 6 weeks for the perfect trade show
When you hear about a trade show, do you immediately think of months of time-consuming, expensive planning? If so, be sure to read on, because this article will give you a whole new take on things. Learn below how to set up your perfect exhibition presence in less than two months.
Plan a trade show appearance step by step that your customers and partners will still be talking about a year from now. And not because so much went wrong, but quite the opposite: because it was a huge success! Whether you’re a craft business wanting to exhibit at the regional consumer trade fair or a medium-sized company attending your industry’s leading exhibition: follow a few basic expert tips and get inspired, so that your visit to the trade show is guaranteed to be a success. Let’s get started!
Preliminary planning
Which trade show do you want to go to? Different trade shows attract different target groups. For initial orientation, see the trade fair companies’ visitor statistics. How high is the number of visitors and thus the number of potential contacts compared to the cost of a stand? These facts and figures, plus many more, are available from the Association of the German Trade Fair Industry (AUMA). Put your name down early: you don’t want to put off your trade fair registration for too long, because lots of trade shows offer early-booking discounts nine to six months before the event. You can then take more time to design and plan your presentation.
In addition to registering for the trade fair, you should also book hotel accommodation and train or plane tickets in good time. Here too, there is the incentive of early-booking discounts. And now is the time to inform your best customers and business contacts about your planned trade show appearance. Send out save-the-date cards so that your VIP guests can mark the date in bold in their calendars.
Six weeks before the fair starts: concept and trade show communication
Find a motto for the show
No later than 1½ months before the event date, you and your project team should throw yourself fully into trade fair planning. The starting point for all further considerations is the motto of your appearance – the common thread, so to speak, that runs through all advertising materials and is also reflected in the design of your stand. Is it your latest product innovation, the new all-round service or a new corporate image? No matter what your motto is, it needs to be simple, clear and unique. It encompasses text and graphic design equally and forms a compelling whole. Copy-and-paste text, vagaries and mishmashes are not attractive to customers and business contacts.
Begin trade show communication
Imagine you attend a trade show and nobody notices. Sure, visitors to the trade fair will discover your stand sooner or later, but what every good trade show appearance needs is publicity – and that usually doesn’t come as an unexpected gift but requires coordinated preparation. One method that remains worthwhile is activating media representatives. Issue press releases or invite journalists to talk to you on site. With a bit of luck, this will result in a good report or two about your company in a well-known trade journal. Now is also the time to send out your invitation letters to your best customers and business contacts in the post. After all, you’ll soon have to plan events like a trade show party, business lunches and panel discussions, and for that you need fixed numbers of attendees.
Another good way to generate attention for your trade show appearance is online advertising campaigns on social media. You can make use of online platforms with millions of users such as Facebook, Instagram, etc. to advertise your trade show presence to specific target groups. This is made possible by modern targeting – i.e. filtering hundreds of thousands of users according to age, gender, profession, marital status and income, so your advert will be displayed to your target group only. This is not only extremely effective and successful in the short term, but also much cheaper than conventional advertising in journals, newspapers or even on the radio.
Design your exhibition stand
Ultimately, your entire trade show appearance revolves around your stand. Sometimes it might be minimalistic and thus compact; sometimes its sheer size sends out a clear advertising message. Note, however: a large stand that looks empty is not as inviting as a small stand where every single part has its place and the overall composition holds everything together. You should understand that for your exhibition stand, concept is everything. The most important rule here is that you put the benefit for visitors before self-expression. Everything – from signage and design to hospitality – must be geared to the needs of your trade show guests. In other words, a fancy stand that looks good but doesn’t provide a quiet area for more intimate sales conversations is useless. It is imperative that you follow the specifications of the respective trade show organisers regarding stand size, power and water supply, and safety precautions. Now at the latest is a good time to request this important information from the relevant trade show company.
Five weeks before the fair starts: order large-format advertising equipment
You should order the individual components of your exhibition stand and other large advertising equipment in good time, because custom printing takes more time for these printed products than for simple flyers. You don’t need to hire expensive forwarding agencies or exhibition construction companies. These days, there are faster, more affordable alternatives: mobile exhibition construction systems. The individual modules of these clever systems are easy to transport and even easier to set up – requiring just one or two people and no tools at all. The following elements make up the basic system.
Trade stand wall
Only the right background can form the perfect stage. Trade stand walls are available in countless shapes and sizes. Spotlights can be attached to them to ensure the homogeneous illumination of your stand – if the lighting is not already integrated into the stand wall itself. And most importantly, trade stand walls offer sufficient space for your logo and your advertising messages.
Trade fair counter
This is the visual anchor point of your trade fair stand, where sales and information talks take place, flyers and other advertising material can be accommodated, and drinks and snacks are positioned. There is a huge variety of trade stand counters: with aluminium profiles, with a showcase, curved or round in shape, and even illuminated. Choose a model that fits your trade show motto and corporate image.
Roll-ups and displays
When one exhibition stand jostles with the next and your potential clientèle’s receptivity wanes, these are what provide an extra dose of the wow factor. Roll-ups can be set up flexibly on your stand and can be placed in such a way that trade show visitors can see them from afar – and are guided to your booth as if by magic.
Other furniture
Turn your stand into a feel-good oasis in the midst of the hustle and bustle of the fair. Positive sales talks and business deals will then be a matter of course. Comfortable seating is important – for example, beanbags or seating cubes. You don’t need to set them up in a major way; just bring them along and set them down. Don’t forget the floor: with individually printed vinyl flooring and floor stickers, you can create a pleasant environment.
Four weeks before the fair starts: order promotional items and trade show outfits
Promotional items & give-aways
Everyone loves a free gift – including visitors to your exhibition stand and potential customers. That’s why you should be sure to select suitable give-aways and promotional items early on – not just any, but ideally the sort of small items that your target group can use. Examples include folding rulers and measuring tapes for craftsmen or practical saddle covers for sports-loving visitors to a bike show. Use these kinds of high-quality promotional gifts as a small thank you after a good sales talk. In addition, you should have a selection of useful give-away items ready to display on your trade stand counters or bistro tables or to give away to passing guests. Classically, these are the kind of items that everyone can use – i.e. pens, bags, key rings or even USB sticks. The important thing, regardless of what you give away to your customers, is that the logo and name of your company are clearly visible on it. Do you have a corporate design? Perfect! Then print your promotional items in your corporate look too. Why is that so important? Because you want your potential clientèle to keep you in mind beyond the trade show. Viewed this way, promotional items and give-aways are nothing other than small mementos that remind the trade show audience of your stand-out company.
Trade show outfit
From the trade fair stand to the equipment and promotional items: everything in the corporate look except for your trade fair team? You can do better than that. To ensure a coherent overall appearance, you should equip your stand personnel with uniform clothing. This not only looks professional but also ensures your company is positively perceived by outsiders. Polo shirts, T-shirts, shirts or blouses printed with your design always show your visitors at the stand who is the professional and the person to contact.
Three weeks before the fair starts: organise trade show events
The exhibition stand and equipment are booked, promotional items have been ordered, and the trade show team has been appointed and will be uniformly dressed. Your trade show communication, both online and offline, is reaching your precise target group. It’s all in hand, right? What you still need to organize now is your stand party, also known as an exhibition party. These parties are a classic feature at any good trade fair. Not only are they a chance to let your hair down a bit, but they’re also the perfect platform for networking in a relaxed atmosphere, getting to know business contacts and even initiating contract deals. Alongside good advance planning and organisation, you’ll need the following:
Drinks & snacks
No party is complete without refreshing drinks and snacks. Sparkling wine or tasty nibbles encourage small talk at your trade show event, allowing you to quickly find out what makes your future candidates for a collaboration or prospective VIP customers tick. The key feature: your drinks and snacks are also the perfect vehicles for your advertising. Logo, company name, cool slogan – and your company’s very own drinks are ready to go.
Hospitality
Give some thought to napkins, beer mats, glasses or cups, and cardboard lids. These little things are essentials on any bistro table or bar counter – ideally uniformly printed in your corporate design.
Two weeks before the fair starts: order information and advertising material
You should update your information and advertising material at least 14 days in advance to show new products, new special offers and new designs. Important: the motto of your appearance should ideally be reflected in all flyers, brochures and leaflets for your trade show presentation. And don’t underestimate the impact of classic print products: well-made advertising brochures will still be well received by an interested audience keen to flick through them. Their visual and tactile appeal far outshines online advertising and often unconsciously reinforces buying intentions in your favour.
One week before the fair starts: buffer for emergencies
You should plan the last week before the start of the trade fair as a buffer so that everything is actually in place on time for the start of the exhibition. Otherwise, the days before the events begin are all about getting there, stand construction and approval by the trade fair organiser. Take the time to brief the stand personnel on site in detail.
