How To Have A Terrific Trade Show (without Tearing Out Your Hair)

By Author: Karin Jones
Total Articles: 147
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There's nothing quite like setting up a trade show display only to find that the event coordinator sent the wrong brochures and the last person that packed the booth equipment forgot to include the screws that hold the banner stands together. Whether you're coordinating your company's trade show booths as they travel from place to place or manning the booth during an event, it's important to have a plan to prevent such mishaps.

Here are a few ways to keep the show running smoothly (and keep your sanity, too):

--Make a checklist and keep it updated. This should be a running list of everything that has to get done, when it has to happen, and who has to do it. After you write it, you will realize that it's really several lists: a checklist for the event coordinator, a checklist for the person that sets up the trade show booths at the beginning of the event, and a checklist for the person that wraps it all up at the end. There might be a few other checklists as well. If possible, keep the list on a site like Google Docs, where everyone can access it to print it out or add notes.

--Get any custom materials ...
... made way ahead of time. This gives you time to argue with the printer over the color of the banner, set up the banner stands to see if you ordered the right kind, get the brochures reprinted because of a fatal typo, and otherwise generally troubleshoot.

--Make sure that the trade show display is staffed. There's nothing enticing about emptytrade show booths. The event coordinator should make a schedule ahead of time, preferably scheduling at least two people to work the booth at all times. Once the show begins, the sales reps should accept the responsibility of either sticking to the schedule or working together to cover any unforeseen absences.

--Have an "emergency box." This should have everything from spare screwdrivers (for assembling banner stands) to duct tape (for fixing all that is broken) to first aid kits (for those in dire straits). One of the best items to include is generic business cards in case someone runs out of their own.

--Have extras. If you're a booth rep, bring along a few extra brochures in case the official ones get lost in transit. If you're an event coordinator, keep an extra banner and booth on standby just in case.

--Don't rely on the Internet. If your trade show display has on-screen gadgets like software demos, make sure that they operate without a net connection. If you're going to demo web-based software, make a PowerPoint demonstration just in case (and save it to a CD, not your email account).

No two trade shows are exactly alike, and no matter how many checklists you make, there will always be a little problem here or there. Fortunately, if you plan ahead for mishaps, you can avoid the worst catastrophes and solve the small problems with confidence.

Find out more about trade show display. Get more information on trade show booths and banner stands.