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Many industries host trade shows. They are great platforms for marketing, observing trends and
competition, as well as making connections. Attending the tradeshow is only a part of the experience.
In order to accentuate on opportunity, a businessperson must plan well for the trade show. Consider
the following planning and execution tips.
Business Startup Tip #1 – Nine months before
- Foremost, think about whether attending a trade show is the right move for the startup. Opportunities are present at trade shows, but it may not be the right time to invest the time and resources. Each startup must make that decision.
- Pick the brains of others in your industry. Has attending shows been beneficial for them? What was their return on investment? Did they get outside help preparing for the show?
Business Startup Tip #2 – Six to nine months before
- Shop around for a trade show display provider or begin engineering one from scratch.
- Register with the trade show. Inquire about needs and other necessary steps regarding a successful attendance.
- Begin to orchestrate a "game plan" for the trade show. Discuss how the startup will make an impact during the show. Will the startup be represented by multiple workers during the show? The more people involved, the easier it is to make an impact.
Business Startup Tip #3 – Three to six months before
- Develop a dialogue to be used by startup representatives at the booth.
- Orchestrate marketing material such as brochures to supplement representative dialogue.
- The planning and execution of marketing materials may warrant outside assistance; this is something to keep in mind.
Business Startup Tip #4 – Three months to just before the show
- Create marketing material to send to potential customers and contacts made at the show.
- Train staff who will be attending the trade show regarding pitches and the delivery of company information.
- Make preparations regarding the trade show display. Depending on its measurements and diameters, a startup may need to consider special transportation.
Business Startup Tip #5 – After the trade show
- Follow-up with contacts made at the show.
- Assess the return on investment. Decide whether trade shows are conducive to the success of the startup at this period of its existence.
- Assess whether original goals were accomplished, listing any benefits and impediments.
- Make recommendations and modifications for the next show.
By: Michael Slater
Michael Slater uses his vast business experience to facilitate the growth of start-ups by addressing ways to recruit
funding, improve sales, and fine-tune their overall business model.
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