Become an event professional and shine at your next trade show! Location, booth plan, products placement, internet usage, data collection, logistics, promoters and training: all you need to know to succeed on every exhibition!

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10 TIPS TO PREPARE
YOUR EXHIBITION
Become an event professional and
shine at your next trade show

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Introduction
Organizing an event is one of the most complicated
tasks people in marketing might face.
Getting all the details right depends on your ability to
plan ahead and know what to look for.
Check these 10 tips and share them around!

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Select your location
Trade shows organizers might try to pick the location for
you: don’t let that happen!
Negotiate your location carefully, that will be your most
important choice.
There are three elements to look for:
• Being on a large lane
• Being at a corner with two entrances
• Being in the right section

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Prepare your booth plan
Your booth plan will have a gigantic impact on your
success.
Making it « nice » is only one aspect of a good floor plan.
What matters most is the flow: don’t overcrowd your stall
with products and furniture.
Keep the entrances open and anticipate the flow of
visitors to make their journey as easy as possible.

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Plan for a cabin
If your booth is large enough (3x2m), consider the
installation of a cabin.
A small 1x1m room could become very handy to store
your valuable products, keep your water & snacks, hide
for a break or check your emails, etc.
Select an accordion door if available to save space.

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Electricity & light
You need your stall to be appealing.
Having bright light is important to make your booth look
nice and attractive.
Plan lighting on your floor plan but remember that
halogens will increase the temperature!
Same thing for the electricity: do you need TVs, laptops,
electronics? Plan ahead.

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Furniture
Except if you have a large budget, you will certainly need
to use th traditional, old, damaged furniture provided by
most events organizers.
When that’s the case, be creative! Prepare stickers or
foamboards to cover the shelves and display your
products nicely.

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TVs
Do you know what’s the most frustrating on an
exhibition?
Having planned everything but not being able to do
anything because of problem of compatibility!
Clarify with your supplier the type, size and style of TVs
you will get. Also, make sure you know the format of files
you can play: mp4, mpg2, avi, vga, dvi, etc.

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Internet
Having internet on your stall is very important.
You might need it to record your prospects information,
show visitors your website, send a few emails or access
online data.
Internet on exhibitions is usually very expensive and of
poor quality. If you can arrange your own 3G network, do
it, otherwise, see what the organizer can offer.

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Logistics
Logistics on fairs & trade shows can easily become a
headache.
The convention center’s access is usually restricted to
certain vehicles and time slots.
Be clear on what you will need to bring to the booth and
plan in advance. Keep in mind you will also need to
return merchandise back to your office. Are you ready?

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Promoters and training
You can’t do everything yourself. You will need to bring
some of your staff or hire some promoters.
Whichever solution you choose you will need to train
them. Prepare a full training with company background,
product demonstration, features, data collection, visitors
welcoming and so on.

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Data collection & prospect conversion
Your ultimate goal is to convert as many visitors as
possible into customers.
To achieve that you will need to drive traffic to your stall,
welcome them, present your products and… follow-up!
Use a digital tool such as myfairtool to collect prospects
information and send instant follow-up emails to convert
more leads.

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Resources
Discover more trade shows & exhibition tips!
Follow this Twitter feed for more tips:
Twitter
Articles & checklists for fairs:
The-Exhibitor
Record & follow-up leads from your booth:
myfairtool

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www.myfairtool.com