Reverse planning: how to make a success of your trade show participation

Trade shows, exhibitions, conferences, and other events are all opportunities to meet new prospects and boost your visibility.

It is therefore important to prepare well in advance to ensure you stand out from the many other exhibitors at the show.

Download the ebook "How to turn your website into a lead generator through educational content" for inspiration in your web communications strategy!

1 year to 5 months before the show

• Schedule a kick-off meeting to plan the next steps with your team.
• Confirm your stand location. The earlier you choose it, the better your chances of securing a strategic position at the show.

5 to 3 months before the show

• Prepare any necessary documents (including the technical dossier for the show organisers).
• Check the equipment at your disposal and order any missing items.
• Plan the visual creation of your communications materials (pull-up banners, branded merchandise, brochures, etc.).
• Plan communications around the event. If the goal is to reach new prospects on the day, nothing is stopping you from sharing the news with your online community, which may include prospects who would be keen to meet you there!
• Assemble your teams: who will attend, who will cover for whom if needed, etc.?
• For long-distance shows, book transport and accommodation as required.

1 month before the show

• Order your communications materials (pull-up banners, branded merchandise, brochures, business cards, etc.). Opt for quality promotional items with a long lifespan for lasting impact.

1 week before the show

• Brief your teams: what key messages to convey, what questions to anticipate?
• Confirm your bookings and order your exhibitor badges.
• Receive and check your communications materials.

1 day before the show

• Set up the stand and prepare all necessary tools (laptop with internet connection, branded merchandise, etc.).
• Pay attention to the stand's presentation to better attract the eye of passers-by.

On the day and the day after the show

• Send your quotes and other proposals to any prospect who requested them (on the day itself for maximum speed, or the following day if that is not possible beforehand).
• Share live updates on your social media channels: photos of the stand, activities, and so on.

3 days to 1 week after the show

• Send a thank-you email to the contacts you gathered at the show.
• Post on your social media channels: a recap article of the show, a thank-you message to the organisers, etc.

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Those who are accustomed to trade shows may already be familiar with all these steps, but it is easy to overlook a point amongst everything that needs to be planned when you are taking part in a show for the first time or doing so sporadically. In any case, we hope these steps help you see things more clearly and ensure nothing gets forgotten.

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