2.) Set your budget. This is important as it is easy to run away with every promotional idea going and spend too much. Once you have done this you can determine approximately how much you are going to spend on the following;
Exhibition spaceEvent Specialist ( if you are going to get an event specialist to organise the show for you )Stand display. Promotional merchandiseAdvertising and pre show marketingStaffingTravel and Accommodation ( If overseas this can often be the biggest expense) Shipping of brochures, stands and staff accommodation and hotel costs can be high.Advertising
3.) Check for any grants or incentives that may be on offer for exhibiting. You may be eligible.
4.) Decide on whether you want to do all the organising yourself or appoint a specialist event company. You can use them to organise the whole event or just bits. The advantages of using a specialist event company are as follows;
Their previous experience of exhibiting means they know all tricks of the trade. They will know where to source everything.
Someone else gets everything ready , freeing you up for other things
Their expertise may make your company give a very good impression
They have specialists who will be creative and inventive.
5.) Book your stand. - Try and book as early as possible to get the best position and also to take advantage of any early bird discounts. Stand size will be determined by your budget and your objectives; size of your exhibit and number of products, storage and hospitality areas. Check to see whether any of your industry association are exhibiting. Exhibiting on a group stand can be very cost effective as well as benefiting from passing visitors of either the associations or other exhibiting companies.
You can normally book either
Shell Scheme ( includes a modular system supplied by the organiser comprising walls, carpeting and name board) Great for checking out a new market as stand/design costs do not need to be huge.
(Look out for stand packages which often include lighting or power. Ideal for first time exhibitors or if you are on a tight budget.)
Space Only- Good if you want total freedom to build your own stand
6.) Appoint an Exhibition Co- ordinator This maybe yourself or somebody else but it is essential you have only one person in charge to plan, budget and manage the event. You may at this stage be deciding whether or not to employ a specialist event company.
7.) Read the Trade Show/ Exhibition Manual -make sure all orders and forms are in on time. Take advantage of any offers by organiser to send out press releases. Also Check Rules and regulations on stand building, loading etc. Organise and arrange electricity, water, waste disposal, power and telephone, catering, furniture & Storage hire
8.) Decide on the type of your display.- modular display or custom built. Appoint your stand designer and send out tenders. A stand contractor is often more cost effective. Take into consideration what other exhibitions you may be attending. Displays can be used over and over again and will save money.
9.) Book any advertising- You may wish to take out advertising in the show catalogue or in Industry publications to advertise your presence at the show.
10.) Advertise your presence at the exhibition on your website.
11.) Order the products you wish to exhibit
12.) Decide on who will man the stand - Make sure you choose the right people. These are your company representatives. Its these people who will be dealing with your valuable customers and potential customers. Remember also to have enough staff so your have staff who can walk the show.
13.) Order any promotional merchandise or literature- This may include ; Invitations to the event, Promotional flyers, brochures, business cards.
14.) Order and produce any invitations.