Event Planning Trade Shows: Navigating The Path To A Remarkable Trade Show

According to the recently released UFI Global Exhibition Barometer, represented in the UK by the Association of Event Organisers, ‘changing customer expectations’ is expected to have the greatest impact on business development over the next five years, with 68% of respondents considering it significant. 

UFI Global Exhibition Barometer July 2023

This means those responsible for planning for trade fairs and exhibitions need to be clearer than ever about what an event needs to achieve and how it will meet the expectations of those attending as part of a trade show strategy plan. Here are our five top areas of focus to help you plan a trade show.

Define Your Goals & Objectives

Understanding why you are participating in an exhibition or trade show is a critical decision as part of your overall marketing strategy. Having clear objectives will influence every aspect of your planning for trade shows, from stand design and brand messaging to your lead generation approach.

83% of exhibitors agreed that building and expanding brand awareness is a high-priority, marketing-related objective for trade shows. The next two objectives tied at 63%: New product promotions and launches, and brand awareness reinforcement. Source: CEIR Changing Environment Study

Once high-level objectives have been identified, they should be looked at with a SMART lens – can they be measured or evaluated to demonstrate success?

When designing your goals, and the objectives to achieve them, it’s also important to think about the brand experience you will create for you audience as a result. Our project with Ted Todd shows how a detailed set of objectives facilitated a clear brief and an award-winning result for both the client and their target audience. 

Budgeting & Resource Allocation 

A clearly defined budget is important to ensure costs don’t spiral out of control. There are lots of aspects to consider when planning for trade shows and exhibitions, some of which will be clearly defined whilst others more of a ‘guestimate’ until further into the planning. 

The cost of your exhibition space will likely be one of the most significant costs, followed by stand design and build. Other elements to think about are:

• Technology, IT and connectivity
• Promotional and branded goods for your stand
• Additional PR activity
• Refreshments and catering
• Logistics, storage and delivery 
• Staffing and associated travel costs

Choosing The Right Venue & Stand Design

There are in excess of 350 trade shows and exhibitions in the UK (source: eventseye.com) so selecting the right events that will deliver as part of your overall marketing strategy is crucial. Think about how well an exhibition is connected to your industry and the audience it attracts.

When you’ve selected the right exhibition, how you show up will play a huge part in the success of your event. With your exhibition goals and objectives in mind, think about how you want your space to look and feel to create the perfect brand experience. You need to stand out in a sea of other exhibitors and brands so think about how to be eye-catching and memorable.

You can use the stand space and exhibition design to create a unique space, using height, depth and interesting features such as imagery or props to make sure you stand out. Incorporating technology to showcase your products or create a focal point within your exhibition stand can also be highly effective, as can the right mix of promotional goods or interactive experiences to draw people in.

Pre-Event Marketing & Promotion

Pre-event marketing and promotion plays a pivotal role in the success of any exhibition, serving as the catalyst for generating buzz and attracting potential attendees. Crafting an effective pre-event marketing strategy not only heightens anticipation but also maximises attendance and engagement.

Harnessing the power of diverse marketing channels is key. Consider how you can use your social media channels for real-time interactions, to share event details, and create event-specific hashtags that encourage discussions. A well-crafted email campaign allows you to have direct communication with potential participants, delivering personalised invitations and important event information, while content marketing through blogs, videos, and infographics provides value-driven content that showcases the event’s significance and benefits, building trust and credibility.

To amplify the pre-event momentum, a well-structured content calendar is essential. It paces the release of information, keeping potential attendees engaged over time. A countdown strategy further intensifies excitement by revealing sneak peeks, speaker profiles, or exclusive offers as the event draws near.

Staff Training & On-Site Management

Having enthusiastic and engaged staff at your event can be transformational, helping to create a buzzing and welcoming hub of activity within your exhibition stand. This starts with effective pre-event training that should focus on why you are attending the trade show or exhibition, how to engage with visitors and answer expected questions, and a detailed understanding of the lead generation strategy. 

During the trade show or exhibition, a detailed schedule can make it clear who is responsible for manning your stand and for how long, as well as ensure breaks to keep staff energised and attentive. 

As with all events, the unexpected can happen so ensure plans for onsite management have a degree of flexibility. Empowering your staff to make quick decisions can help boost adaptability and ensure that a workable solution is found as soon as possible.

Amplify Your Planning By Working With The Experts

Exhibiting is a fantastic opportunity for targeted brand building, PR and lead generation but it doesn’t happen by accident. Planning is essential to deliver a successful and purposeful event, starting with clear goals and objectives and a clearly defined budget, and with thoughtful considerations to your stand presence and staffing. Finally, maximise your audience by telling people about your attendance at the event to make sure you make the most of the opportunity at the live event.

If you’re planning your event strategy and would like to talk to the experts about how to deliver a brand experience that lasts, contact us today. You can call us on 01270 848 650, email us or fill in our quick contact form and we’ll get back to you.