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Exhibit City News
November 2008
Linda Musgrove
TradeShow Teacher
www.tsteacher.com
Hello ECN readers! It’s good to be back with another lesson. Today I’m going to share with you how to create “trade show best practices”. This will help your company optimize your exhibiting experience, result in cohesive collateral and displays, in addition to obtaining special pricing for all sorts of other things that are part of your trade show planning. For those of you planning the shows, I’m sure this will come as a sigh of relief! If you are not the person who plans shows within your company, try recruiting another TradeShow Teacher “student” by passing this column on.
Let’s start this lesson with a quick definition of what “best practices” actually are. The term refers to a buzz word that has many definitions; but the common and most import one is the setting of standards and policies by using a process proven to be more efficient to carry out an activity within your business. Start using “trade show best practices” to your advantage by creating guidelines for trade show related activities; this will help to have more control over the process, help eliminate confusion and speed planning performance.
Two “Trade show best practices” examples:
1.) Process for graphic design & printing of collateral materials
- To ensure you have the latest collateral files access them at [enter location]
- If you are having collateral designed and printed; materials should be approved by [enter name] in writing at least 45 days before the show using the form titled [enter title]. This form is located [enter location]
2.) Process for promotional materials (give-aways)
- Existing promotional item supply can be accessed [enter location]
- New promotional items [and pricing if applicable] should be approved by [enter name] first and ordered from [enter vendor name]
- For existing and new promotional items: The form titled [enter title] should be filled in and returned to [enter name and e-mail] to receive approval for usage of promotional items - per show
- This file is located [enter location]
Key items you should consider when creating “trade show best practices”
- Create a list of all activities, people and vendors involved with your shows; pre-show, at-show and post-show
- Keep the written guidelines simple to read by using few words and bullet points (as in the examples). The details can be discussed in a meeting with involved departments, individuals and vendors instead of writing all the information down
- Analyze best practices quarterly and update as necessary. Ask for feedback about the effectiveness of your best practices; ask for improvement suggestions to include in the analysis
Key areas for planner(s) to create best practices
Below is a generic list to help you get started. This is by no means a complete list and your company will have items that need to be added and some that won’t apply.
- Targeted shows
- Goals and objectives
- Per show budget criteria
- Guidelines for marketing collateral, promotional items, public relations and display
- Display Guidelines: Graphics, messaging, handling, shipping, booth layout, approved display types, general pricing and preferred vendors
- Approved graphic files and where to access (for display, collateral, etc.)
Forms to fill in (for show requests, materials, displays, and so on) - Where to obtain approval from (for show requests, materials, displays, and so on)
- Booth staff: Procedures, uniform, goals, training meetings, incentives, travel and expenses
- Lead process and follow up
- Shipping and material handling procedures: pre-show, at show and post show
- Measure and report on ROI and ROO post-show for each show
- Etc.
Things that help make your “trade show best practices” program successful
- Involve senior management
- Market benefits of the “trade show best practices” guidelines internally (via email, intranet, in meetings, company webcast, company newsletter or company E-zine etc.)
- Ask for feedback and make changes to the guidelines as needed. Be sure to inform everyone involved
- Consider incentives for individuals using the guidelines effectively
- If you have an intranet or even a filing cabinet; place a copy of the guidelines with any support documents in there and let everyone know where to access the information
HOMEWORK
Now that you have learned about best practices and how they can be applied to your trade show program, it is time to put the lesson to use. Begin by thinking of how a best practices guidelines could be implemented within your company. Then, create an initial outline of the guidelines that would deliver the best results. Discuss these guidelines and benefits with sales/marketing department heads or upper management as necessary. Once you have the outline prepared and are ready to create the contents, start filling in each area with details of the process; keep the details brief and concise. When the guidelines’ first draft is complete, I advise you to send a draft to the sales/marketing department heads for feedback as necessary. Implement essential feedback. Once the guidelines are completed, hold a meeting with the appropriate departments to unveil the “trade show best practices” guidelines!
If you need help with your homework, or have any questions, feel free to contact me at: linda@tsteacher.com
That’s it for this month. I’ll be back with another lesson for you next month! Bye for now.
Linda Musgrove, the TradeShow Teacher helps companies improve their Trade Show Results through customized Educational Trade Show Marketing Programs with programs for individuals, or entire departments and through seminars presented at Trade Shows. She has authored the training manual: Trade Show Training, for Increased Return On Investment and most recently, The Complete Idiots Guide to Trade Shows, due for release in March 2009. Visit www.tsteacher.com/TrShResources.html for free trade show resources and to read past Trade Show Teacher columns published in Exhibit City News. Call (888) 547-7410 for a FREE consultation.
