16 WEEK TRADESHOW ACTION PLAN

Logistics play a large role in the success of your tradeshow program. To get the most out of
your investment in tradeshows, it's critical to balance logistics with strategy. A lot of exhibit
managers spend 95% of their pre-show time on getting the space, the booth, the products and
the people there, into, up, down, and back from the show. They spend 5% or less on the critical
strategic issues that determine whether the show ends up as an expensive appearance or
profitable investment.

This Tradeshow Action Plan is designed to incorporate logistical tasks as well as five critical
exhibiting strategic factors:
1. Outcomes - your exhibit program should accomplish two things: visibly and directly support
core business objectives, and deliver measurable financial value, far beyond cost.
2. Selective
exhibitingAttraction
program is- IfNOT
yougoing
donttoget face to
deliver face with enough of the right attendees, your
results.

3. Managing the Visitor Experience - Attendees go to shows to DO, SEE and LEARN a lot more
than they can on your website. Among all the exhibitors they could visit, why should they visit
your exhibit? There are three components to the visitor experience: 1. your exhibit, 2. your
product/service demonstration, and 3. your exhibit staff. You must give all three careful
thought to create a worthy destination.
4. Follow-Through - If your company ever hopes to get financial ROI, and youre not writing
orders at the show, the REAL PRODUCT of a show is leads.
5. Measurement & Learning - What gets measured, not only gets done, but also gets
improved, and can get you positive recognition and rewards.

Instructions:
1. The Action Planning form is only a guide and must be customized to fit your particular
organization's exhibiting program. You can add rows, change headings, change time-frames,
add/delete sections, if needed. The form has the following sections:
a. Tradeshow Information
b. SMART Exhibiting Goals
c. Featured Products/Services
d. Exhibit Property/Graphics/Show Services
e. Pre-Show Marketing Plan
f. Exhibit Staff
g. Presentation/Demonstration
h. Hospitality Event
i. Travel Plans
j. Lead Management
k. At-Show
l. Post-Show

2. Prior to starting the 16 week process:

a. Identify departments, business units, stakeholders and objectives. Discuss current goals

Copyright 2014. Competitive Edge. All rights reserved.

 and how they can be better supported and achieved through the exhibit program.
b. Identify your highest and best reasons for exhibiting. Ideally, these reasons will directly
and visibly support your organization objectives. Exhibiting objectives are typically set in
the major areas of Marketing, Sales, and Relationship Management.
c. Convert reasons to SMART goals. A SMART goal is Specific, Measurable, Action oriented,
Realistic and Time bound. Writing goals in this format provides focus and clarity.

Copyright 2014. Competitive Edge. All rights reserved.

 16 WEEK TRADESHOW ACTION PLAN
Company Name

Plan Information
Prepared By Date Prepared 12/6/2017
Tradeshow Information
*** Read the Exhibit Manual carefully, schedule all action dates. Note deadlines for "early bird" discounts and allow lead time. ***
Show Name Show Dates
Show Organizer Total Exhibit Hours
Show Venue Budget For This Tradeshow
Target Audience
Description Expected # of Target Audience
Show Notes

SMART Exhibiting Goals Specific - Measurable - Action oriented - Realistic - Time bound
Goal # Ideally you should strive for at least three goals - you can insert rows to add more goals. Owner Accomplished?
1
2
3
Featured Products/Services: New Products - Addresses Top of the Mind Issue - Pillar Products
16 Weeks Prior to Show Date

Product/Service Features/Benefits Show Special Sales Support Materials

3
Exhibit Property, Graphics, Show Services
Next Actions - Add more rows if needed. Owner/Involved Budget Due Date Done?
Use existing exhibit, design new exhibit, order rental exhibit. Any exhibit area
1 obstructions/limitations/restrictions?
Design graphics: Given spotlighted product/service and its features/benefits, what
2 copy/graphics can best tell its story?
Order show services and equipment:
Chairs Carpet Internet Security
Desks Catering Lighting Other:
3 Tables Cleaning Material Handling
Wastebaskets Electrical Photography
Other: Floral Plumbing
Forklif Rigging
4 Order installation/dismantle services
5 Finalize shipping information and provide to vendors. (4 weeks prior)
Gather supplies, credentials, travel documents, contracts, freight and service orders,
6 return shipping forms, lead forms (if paper based) and related materials (1 week prior)
7
Pre-Show Marketing Plan
Next Actions - Add more rows if needed. Owner/Involved Budget Due Date Done?
1 Calculate Exhibit Interaction Capacity and set goal.
2 Compile target visitor list: in-house (C/P/S) and external.
> Contact Sales: create Customer/Prospect/Suspect list
15 Weeks Prior

> Contact show organizer for pre-reg and/or post-show lists. Determine if list can be
customized to only include your target audience.
Design an integrated marketing campaign that delivers at least 3 direct hits to your ideal
3 visitors.
Evaluate and select marketing media and sponsorships. Use a mix of one-to-one and
4 one-to-many media formats.
5 Create compelling marketing message and select graphic images.
6 Order promotional products/giveaways.

Copyright 2014 Mastering-Tradeshows.com All Rights Reserved

15 Weeks

16 WEEK TRADESHOW ACTION PLAN

Company Name

7 Prepare press kits. (9 weeks prior)

8 Launch pre-show marketing plan. (8 weeks prior)
9 Maintain a list of appointments and verbal commitments. (until show time)
10
Exhibit Staf
Next Actions - Add more rows if needed. Owner/Involved Budget Due Date Done?
Determine staffing plan: # of staff, department mix (sales, marketing, technical,
1 management, other?), roles and responsibilities
Distribute Exhibit Staff Evaluation Form to potential staffers. Analyze and select staffers.
2 Notify them.
Depending on the type of show, consider hiring professional talent to provide product
3 samples, answer general questions, and/or attract attendees to your exhibit.
4 Consider providing exhibit staff skills training with professional trainer.
Visit show's Exhibitor website and review educational materials, if any. Forward website
5 link to staff, if applicable. (12 weeks prior)
6 Schedule a show planning meeting to review goals, plans, roles and responsibilities.
7 Put together staff preparation kit and final booth schedule. (8 weeks prior)
8 Register all booth staff - employees and hired talent. (8 weeks prior)
9 Conduct pre-show staff meeting and training session. (1 week prior)
14 Weeks Prior

10
Presentation/Demonstration
Next Actions - Add more rows if needed. Owner/Involved Budget Due Date Done?
Given spotlighted product/service and its features/benefits, how can visitors interact
1 with the product to discover a feature/benefit?
Select type of presentation: Live Product/Service Demonstration, Theater, Video,
2 Interactive Information Stations, Gamification, Scale Models, Parody
3 Determine how information will be distributed: product literature, iPad stations, other?
4
5
Hospitality Event
Next Actions - Add more rows if needed. Owner/Involved Budget Due Date Done?
1 Determine purpose of the event and date/time.
2 Select venue and reserve.
3 Select catering menu and entertainment.
4 Create invitation list.
5 Design invitation and send to invitation list. (4 weeks prior)
6 Maintain a list of RSVPs and verbal commitments. (until show time)
7
Travel Plans
Next Actions - Add more rows if needed. Owner/Involved Budget Due Date Done?
1 Determine staff travel dates.
2 Make air reservations.
3 Make hotel reservations. Note cancellation penalty date.
12 Weeks Prior

4 Make restaurant reservations.

5
Progress Check
Next Actions - Add more rows if needed. Owner/Involved Done?
1 Update show budget and actual.
2 Check on exhibit, graphics and printed materials.
3
4
Lead Management
Next Actions - Add more rows if needed. Owner/Involved Budget Due Date Done?
1 Assign a lead captain to manage lead capture and follow-up.
2 Determine how lead information will be captured.
3 Order show's lead capture system, or create a hand-held opportunity card.
eeks Prior

Copyright 2014 Mastering-Tradeshows.com All Rights Reserved

 16 WEEK TRADESHOW ACTION PLAN
Company Name

4 Determine lead follow-up plan.

8 Weeks Prior

5 Create follow-up copy/graphics.

6 Update company CRM system with lead follow-up steps.
7
Progress Check
Next Actions - Add more rows if needed. Owner/Involved Done?
1 Update show budget and actual.
2 Check on exhibit, graphics and printed materials.
3 Confirm availability of product/equipment samples and technical help.
4
Progress Check
4 Weeks Prior

Next Actions - Add more rows if needed. Owner/Involved Done?

1 Update show budget and actual.
2 Check on exhibit, graphics and printed materials.
3 Assemble your exhibit and make last minute adjustments, if needed.
4
At-Show
Next Actions - Add more rows if needed. Owner/Involved Done?
Show Time!

1 Supervise exhibit set-up. Take photos.

2 Check on hospitality venue, catering and entertainment.
3 Test presentation/demonstrations and practice.
4 Conduct daily meetings with booth staff. Collect leads.
5
Post-Show
Next Actions - Add more rows if needed. Owner/Involved Done?
1 Supervise exhibit dismantle.
2 Hold a post-show recap meeting with appropriate staff. Discuss what worked, what didn't, what was learned.
Afer

3 Enter leads into CRM system, assign to appropriate person, send requested information, begin lead follow-up.
4 Prepare post show report with ROI forecast and lessons learned.
5 Check on lead progress/sales conversion at three time periods.
6

Copyright 2014 Mastering-Tradeshows.com All Rights Reserved