Trade Show Strategy: An Overview

Following are some of the services we offer that will help make your trade show and exhibit experiences become a successful lead and revenue producer rather than just another huge expense.

Pre-show contact: concept programs designed to drive attendee traffic to your show booth using mailers, email, etc.
Show contests: desirable products won by attendees who register at your show booth contest - these may or may not be imprinted.
Branded apparel: worn by your booth reps, bearing your logo for a professional appearance, immediate recognition and awareness
Exhibit materials: including banners, signs, branded table coverings, display backdrops, and other show display materials that are in harmony with each other and your branded apparel, give a good first and lasting impression. Your company is perceived as first rate.
Show booth give-away's: useful logo imprinted promotional items that aid brand retention. Products people will keep and appreciate.
Post show follow-up: communications targeted to qualified attendees to continue sales process to close. These vehicles include personal phone calls, mailers and email.

Note: A printable PDF of this document is in the "Resources" section below.

Choosing the Right Shows

Companies that are consistently evaluating their place in the market, their target customers, their operating budgets, and how to stand out from the noise are the most successful. Your company's involvement in trade shows should follow those same guidelines.

Do Your Research
Many companies fall into the "same old routine" trap when it comes to trade shows. If someone asks you why you do a particular show each year and your response is, "We've just always done it", you might need to re-evaluate things! It may very well be the right show to attend, but your reasons for exhibiting should be concrete and the results quantifiable.

If you haven't done so in a while, take a fresh look at the shows that you do each year. Do they still hit your target? Are they still financially feasible? Do we continue to see tangible results after the show is done? If the answers to any of those questions is "no", you need to re-think your involvement there.

New trade shows, conferences, and industry organizations are being added annually. Take some time to do some research to determine if there are other shows out there that hit your target. And when you find them, don't be afraid to call some of the exhibitors from the previous year and ask them about the results of their involvement.

Once you have determined a list of potential shows, give them a final litmus test:

…ask yourself:
- Does this show put us in front of our target audience?
- Does this show put us in front of decision makers?
- Is there any way for us to stand out from our competitors at this event?
- Is this show affordable when we include space, marketing, our display, travel, etc.?

If they pass the test, you're on your way to determining the best shows for you to do!.

Note: A printable PDF of this document is in the "Resources" section below.

Trade Show Planning: Your Roadmap To Success

Thoughtful, strategic trade show planning is essential to achieving your exhibiting goals and maximizing your return on investment, which includes both your money and time.
The first step in the planning process is to identify productive conferences and events that specifically reach your target audience of potential buyers.

Start the research process by talking with current customers and learn about the events they attend. Then, contact professional organizations and colleagues in your industry for additional suggestions.

Trade show planning directories (print and online) are another valuable resource, as well as your local chamber of commerce and area business associations.
Once you find an event that looks opportunistic, request to review lists of past vendors and attendees, if available from the show sponsor.

Make sure the trade show you select draws the type and number of prospects you want. Other key considerations include geography, timing, cost, and sponsor reputation.
Then once you have identified which trade show to attend, develop a detailed plan and tradeshow check lists that includes these steps:

Establish Specific Event Objectives… such as number of product sales, leads generated, publicity secured, image and awareness initiatives, etc.
Set a Realistic Budget… that includes a projected return on investment
Develop a Compelling to-the-Point Sales Message… that you will use in all marketing and sales efforts (including booth graphics and design).
Create a Trade Show Marketing Plan… that is divided into three sections:

Pre-Show Marketing
At-Show Marketing
Post-Show Marketing

You’ve got to aggressively pre-sell prospects before they arrive, fully engage them during the show, and promptly follow-up with them after the show.
Create a “WOW’ Exhibit… that attracts people and instantly conveys your image and product message. Whether you have a custom-designed booth, rental display, or used exhibit, make the graphics deliver your message with a powerful punch - and have promotions to draw people to your booth (interactive demonstrations, food, contests, giveaways, etc.)
Confirm Booth Location in the Exhibition Hall… with the sponsor as part of your trade show planning process. Try to secure a high traffic location at the event. In addition, confirm access to electrical outlets, lighting, and other needs.
Print Marketing Materials… including sales literature, product sheets, business cards, and promotional items you will use at and after the show.
Train and Schedule Staff… to effectively convey your sales message and ensure your booth is always staffed adequately.
Prepare Follow-up Information Packets… so they are ready to immediately use with new leads after the show is over
Make Travel Arrangements… to ensure you, your staff, exhibit booth, materials and supplies arrive in plenty of time for the show.
Follow-up with Attendees… prioritize your leads and make follow-up contact promptly.
Evaluate Trade Show Success… to determine if you met your objectives and identify changes to make in the future

Note: A printable PDF of this document is in the "Resources" section below.

Trade Show Promotions

Well-executed trade show promotions are essential to fully benefit from event participation.
These trade show marketing initiatives enable you to pro-actively engage prospects with a personalized, multi-step strategy designed to enhance revenue and event outcomes.

Results-driven tradeshow promotion encompasses three areas:

1. Personalized contact with your target audience prior to the event.
This includes pre-selling attendees through phone calls, personalized invitations, direct mail, email, or meaningful giveaways to introduce your products and encourage conference registrants to visit your booth.

2. Marketing activities during the event to attract attendees to your exhibit booth.
This includes live entertainment, hands-on activities, audio-visual programs, unique trade show booth attractions such as a cash cube money machine or high-tech interactive game, tradeshow giveaways (make them as distinctive as possible), and food - if permitted.
Of course, a well-trained, professional, and welcoming trade show staff is essential to your success.

3. Follow-up initiatives after the show with each individual who visited your booth.
Send a personalized handwritten note, along with a customized company information packet or other appropriate material, within a week following the trade show event. For your top leads from the show, add a personal phone call to make a lasting impression and reinforce your commitment to service.

In this age of intense email and other forms of impersonal electronic communication, a telephone call to your valued prospects makes a powerful impact and may help solidify the sale. Warm, personal contact is the consistent thread in every aspect of marketing and trade show promotions.

Strong, thoughtful relationship-building strategies can effectively separate you from your competitors. Each contact you make reinforces your company's commitment to quality and customer care, which are paramount attributes in the competitive marketplace.

Taking an individualized approach will help ensure potential customers remember you positively and seriously consider giving you their business.

Note: A printable PDF of this document is in the "Resources" section below.

Trade Show Planning Timeline

Utilize a Trade Show Planning Timeline to Maximize Results

Phase 1: 12+ Months… Your Strategy

Identify how you will use trade shows as part of your overall marketing and sales strategy.
Develop a budget and your projected return on investment.
Research and identify which events you will attend based on target reach and opportunity.
Request information from event sponsors, including past attendee counts and vendor participation

Phase 2: 9 to 12 Months Before Show

Set specific objectives for your show such as number of product sales, leads generated, publicity secured, etc.
Identify your space needs and the type of exhibit, display and promotional items you will need.
Register and reserve your space with the event sponsor and request full details on exhibit requirements.
Develop a trade show marketing plan divided into three sections:

Pre-Show Marketing
At-Show Marketing
Post-Show Marketing

Phase 3: 6 to 9 Months Before Show

Develop a compelling sales message that gets across the key points you want to communicate at your exhibit in 30 seconds or (preferably) less. You and your staff will need to rehearse this message and use it confidently at your booth to maximize your effectiveness.
Select vendors and begin design work for your display booth, banners, accessories, literature racks, and other exhibit items you will need as part of your trade show planning timeline.
Identify promotions and/or giveaways you will use to attract visitors to your booth
Determine the literature and marketing materials you will need at the show - and begin design and printing work.

Phase 4: 3 to 6 Months Before Show

Order your giveaways or promotional items.
Continue working with vendors on your display booth, exhibit items, and marketing materials,.
Confirm delivery dates and adherence to your trade show planning timeline.
Determine staffing requirements, develop booth schedules, and plan training sessions.
Identify how you will ship your display and other items to the show.
Begin making travel arrangements.
Launch pre-show marketing initiatives.

Phase 5: 1 to 3 Months Before Show

Put together follow-up packets to send immediately following the show to your leads.
Continue pre-show marketing activities
Make all travel arrangements.
Schedule staff training.
Contact event sponsor for any last minutes details.
Finalize production of booth display, promotional items, and marketing materials.
Confirm shipping date.
Finalize all travel arrangements.
Schedule dinners or other meetings to be held at the show with prospects, distributors and/or customers.

Phase 6: 1 Week Before Show

Complete staff training.
Confirm shipping arrival dates for your booth display, promotional items and materials.
Double check that all action steps on timeline have been covered.

Phase 7: Follow-up Activities: 1 Day to 1 Week AFTER Show

Analyze leads, send follow-up packets, and make contact as appropriate.
Evaluate success of trade show participation compared with objectives from your trade show plan.
Review your budget compared to your actual expenses for the show. Determine your return on investment.
Make recommendation whether to participate in the same trade show next year. Include suggested changes, enhancements, and other trade show ideas.

Note: A printable PDF of this document is in the "Resources" section below.

Lead Gathering at Trade Shows

The primary reason to exhibit in a trade show is to generate sales leads or contacts for your company. So why is it that the majority of trade show exhibitors say that lead gathering and follow up is the biggest area of improvement needed? The reasons can vary greatly depending on the organizations; however some good up-front planning for both lead generation and follow-up will help alleviate many of the problems that organizations face in making trade show exhibiting successful.

Lead Generation Planning
The key to obtaining leads that can be turned into sales calls (and subsequently sales) starts with a good Lead Retrieval System. Most trade shows make good lead retrieval systems available to exhibitors at a very reasonable rate. These systems generally scan an attendee's badge or card, log the information into a database, and print a hard copy. What they do not do, however, is electronically log additional information that your booth staff may gain in a conversation. So how do you make it worthwhile? A good way to make the electronic information valuable is to review the hard copy printout while your visitor is in the booth, and use it to make any notes about your conversation that will be helpful in the follow-up phase. Be sure to write legibly…back at the office you may not remember your conversation!
Another way to obtain contact names and numbers is the "fish bowl" approach. And although this provides quantity in leads, it does not provide quality. Sales people have little motivation to follow-up on these leads, as they do not contain details about the prospect or needs.

Tips on Obtaining High-Quality Leads

Have your booth staff (which is often your sales team) review the list of registered attendees. If there are current clients or prospects on the list, set up an appointment at your booth during the show. This makes time productive, and creates activity in your booth – something that is a draw to others.
Use the list of registered attendees to send a pre-show mailer or e-mail encouraging them to stop by your booth. Use a giveaway – which can be a promotional item, a white paper or something else of value to that audience – to create activity at your booth and hopefully enable you to speak to prospects.
Train your booth staff to greet booth visitors in a friendly way – shaking their hand and greeting them by first name (if on their badge). Have your staff use open-ended questions that leads to specific needs that your company might be able to help with. "How are you doing today?" or "Are you enjoying the show so far?" is nice, but will not lead to a conversation about your goods or services. An opener such as, "So what challenges bring you to the XYZ Show?" is a much better way to get to the reasons that you're both there.
When gathering leads, be sure to write details about your conversation with the prospect, including your name, the prospect's name and when you spoke to them, their needs, time frame, familiarity with your product/service, location, etc.
Be sure your sales staff is in a position to follow up with prospects immediately after the show. That may mean faxing or overnighting leads back to the office for input into a database, or organizing the leads at the end of each day at the show in a notebook or folders for the sales staff that will be following up. Put them in a safe place for the return trip home. It's a good idea to take them with you instead of packing them in one of your booth return boxes. They can be reviewed on the trip back, or will at least be in hand the following business day for follow-up.

Have a plan for following up with the sales staff after the show to be sure that they are following up on the leads. Whenever possible, offer extra incentive for closing new business from the show. Trade shows are a large investment, and your company should be able to show real ROI from them.

Note: A printable PDF of this document is in the "Resources" section below.

Trade Show Promotional Items Add Impact

Giveaways Can Increase Booth Traffic by 50%

A trade show promotional item given away at your booth can help draw traffic, create recall after the show, and provide contact information in a unique, memorable way to prospects.
At first glance, an exhibit hall seems like a treasure trove for prospecting. Yet, considering all the distractions of the show and your competition vying for the attention of conference attendees, interest-grabbers in the form of unique or useful giveaways can help draw more people to your booth.

With increased booth traffic, you will have increased opportunity to convert more cold prospects into hot leads.According to Incomm Center for Trade Show Research and Sales Training, event attendees are 52% more likely to stop by your exhibit if you have an appealing promotional item to give them. As a result, awareness and interest in your exhibit and product line increase -- and you enhance potential for greater sales performance.

So, what kind of promotional item is most effective?

"The secret to getting the most visibility from the dollars you spend on promotional items is to choose gifts that people will love to use once they return to their homes and offices," said Ralph Broom of AtlantaPromo.com, specialists in helping exhibitors select giveaways that attract booth traffic. A free catalog of the company's over 1 million items is available on request.

Here are important considerations to help you choose your giveaway:

Does the item complement your company and product image?
Do the giveaways you want to purchase match your budget?
Are you able to easily imprint your key contact information and message on the trade show promotional item?
Will you be able to get your shipment in time for the event?
Is your giveaway unique and different from others you’ve seen?
Is the item something YOU would like to have?

Effective Use of Giveaways

How you distribute your trade show promotional item makes a difference in its perceived value and marketing effectiveness. For example, do not stack your entire supply of giveaways on your booth table for just anyone to take. This potentially diminishes the value of your "gift" to show attendees. Rather, personally and selectively hand out giveaways to visitors with whom you speak and who represent potential clients.

Through thoughtful distribution of advertising specialties your product will be more memorable to your prospect and serves as a way to show your appreciation for the booth visit. You may also want to have booth visitors fill out a lead form before you offer the giveaway. This will further help qualify prospects and assist with your event follow-up marketing initiatives.

Note: A printable PDF of this document is in the "Resources" section below.

Trade Show Budget Considerations

A wide variety of variables contribute to developing an accurate trade show budget. The type, length, location, attendance and scope of shows vary significantly and directly correlate to the level of expense you need to allocate to have a presence at a given event.

For example, a show at a chamber of commerce networking event where you use a portable tabletop display will cost significantly less than a 10-day international event that requires a large booth with high-end graphics, travel, staff support, etc.

Yet, all shows -- small or large -- include the following expense items that serve as guidelines in your budgeting process, according to trade show expert Julia O'Connor, president of Trade Show Training, Inc.

Booth Rental Space
The only constant in trade shows is the real estate -- that piece of gray concrete you rent. Some shows are priced by a flat fee. Most are priced according to the square feet or square meters you reserve and occupy for the show.
The typical display booth is about 100 square feet. For your trade show budget, prices can range from $10-$100/sq ft, or $1,000 to $10,000 per space.

On-Floor Expenses
Your trade show budget must cover all labor and utilities for your exhibit. This includes installation and dismantling and utilities such as electricity, gas, water, compressed air, etc.
Exhibit Display, Graphics and Booth Accessories
Make sure you include line item costs for all of the physical parts of your exhibit. Begin with your initial investment for display design and production work. Then add in all costs for signage, banners, graphics, literature racks, booth furniture, special lighting, supplies, computer equipment, demonstration items, flowers and crating.

Freight and Drayage
Freight is how your exhibit gets from anywhere (your office, warehouse or another show) to the current show’s loading dock. You can put it in a vehicle, send it by plane, ship, bus or truck. Drayage, on the other hand, has a very specific meaning. It is only the movement of your exhibit from the loading dock to your exhibit space and back to the loading dock.
Once this is completed, “freight” takes it from the loading dock to its next destination. Drayage can be the most expensive word you don’t know.

Cost of Your Time
If you weren’t at the show, what would you be doing? Ms. O'Connor suggest that there are three workloads you carry when you exhibit:

The work you are doing at the show (booth duty, seminars, networking, meeting with clients, etc.)
The work you have at your office -- if you’re not there, who is doing your work?
Your Internet work – the hours spent online after the show catching up on emails and other key follow-up initiatives

Costs of Travel and Entertainment
From the time you leave until the time you return, you’re spending money against your trade show budget. Keep careful track of your travel and entertainment expenses for you and your staff.

Promotions and Advertising BEFORE the Show
Smart exhibitors know that trade shows are not isolated marketing events. Instead, they are part of a continuum of sales and marketing. Recognize that other categories such as advertising or direct mail may include information about your show attendance dates.
In addition, make sure your trade show budget includes all costs associated with advertising, sponsorships, giveaways, marketing materials prepared for the show, dealer incentives and other promotions.

Promotions and Advertising AFTER the Show
Eighty percent of trade show leads aren’t followed up, says Ms. O’Connor. Forget the advertising and promotions, just send a simple thank you note within a week of the show, she suggests. Follow-up with phones calls, appointments and other activities required by your sales cycle.

When developing your trade show budget, know that all these categories cost you money, Yet, the most expensive is the last – the AFTER show follow-up. If you don’t consider your sales cycle and follow-up properly, then the rest of your investment is wasted.

More on Trade Show Budgeting

Display Booths & Other Costs
The cost of tradeshow display booths represents only a small portion of what you need to allocate in your annual budgeting process to ensure you have adequate funding for your event marketing initiatives.

The following line items need to be considered for your tradeshow budget. You will need to adjust the list according to your specific requirements.

Exhibitor registration fees based on the shows you plan to attend during the year
All costs associated with creating or updating tradeshow display booths, including design, graphics, materials, draping, equipment, accessories, signage and other display costs
Equipment for your tradeshow display booths including computers, furniture, podiums, audio-visual components, plants and flower arrangements
Marketing costs that may include advertising, direct mail, email marketing phone calls, etc. before, during and after the event
Venue services including booth cleaning, trash removal, fax and phone lines, lighting, power and other required contract services
Storage of your booth while not in use (if necessary)
Shipping costs to and from each show for your booth and related materials
Imprinting and producing promotional items (giveaways) to use at each show per your sales strategy
Travel costs, including airline, car rental, hotel accommodations, meals, and taxi for you and your booth staff
Staff compensation, training, name tags, and uniforms
Customer entertainment while at shows that may include dinner, hospitality suites, gifts, or other activities
Sponsorship costs you incur during events that may include speaker fees, seminar costs, hospitality suite and food expenses, etc.
Contingency totaling 8% to 12% of your total budget to allow for unexpected expenses or opportunities that present themselves over the course of the year

The benefit of annual tradeshow budgeting extends beyond standard expense allocation and management. Rather, your budget serves as an invaluable tool to measure the return-on-investment for your event activities.

The key is keeping close track of lead generation and sales -- per show -- to quantify your results. With this data, you will also be able to better target your trade show plan in the future based on events that yield the greatest revenue for your efforts. (ROI)

Note: A printable PDF of this document is in the "Resources" section below.

Atlanta Promo Trade Show Budget Worksheet

This worksheet was created in Excel and a full working copy with formulas can be downloaded from the "Resources section below. Please call if you need help.

TRADESHOW WORKSHEET TRADE SHOW WORKSHEET	BUDGET	ACTUAL	VARIANCE	NORM
Exhibit Space				27%
Booth Space
Staff Registration
	$0.00	$0.00	$0.00
Display				16%
Design & Manufacturer
Graphics
Shelves & Containers
Lighting
	$0.00	$0.00	$0.00
Freight Transportation				11%
Shipping
Drayage
Storage
Insurance
	$0.00	$0.00	$0.00
Show Services				23%
Install/Dismantle
Electrical
Furniture Rental
Audiovisual
Photography
Telephone/Fax
Computer Rental/Internet Access
Security
Cleaning
Other labor
Utilities: (water, power, gas, air)
	$0.00	$0.00	$0.00
Marketing				18%
Pre-Show Promo
Direct Mail
Public Relations: Pre-Show
Public Relations: During Show
Trade Magazine Ads
Show Literature
On-site Promotions
Sales Calls
Give Away Items
On Line Marketing
Post Show Follow Up: Phase 1
Post Show Follow Up: Phase 2
	$0.00	$0.00	$0.00
Miscellaneous				5%
Other
Other
	$0.00	$0.00	$0.00
TOTAL TRADE SHOW COST >	$0.00	$0.00	$0.00	100%

Note: you may download this speadsheet from the "Resources" section below.

Trade Show Mistakes

Trade Show Mistakes Can Significantly Impact Results

Effective exhibiting can contribute substantially to revenue generation. It takes thoughtful planning, focused implementation and timely follow-up to fully realize your sales potential from your event strategy. Following are trade show mistakes to avoid.

Failing to Craft a Trade Show Plan with Quantifiable Objectives

To ensure success, you must have a detailed event plan that covers:

Pre-show initiatives
Activities during the event
Post-show follow-up

Essential to your plan are specific objectives that describe what you want to accomplish such as leads generated, sales completed, incremental revenue from current customers, etc.

Neglecting to Develop a Detailed Trade Show Budget

As part of your planning process, you need to make sure you have a handle on all your projected expenses and forecasted revenue so you can determine a return-on-investment for each show you attend.

Limiting Time to Produce Your Booth, Printed Materials, Promotional Items

Waiting to the last minute to have your exhibit booth and other items developed is one of the biggest trade show mistakes you can make. Your image and effectiveness is at stake when you do not allow enough time to produce everything you need for your exhibit.
When things are rushed, mistakes are easily made and corners are sometimes cut. In addition, you may incur significant rush and overtime charges, which can erode your profit.
Find out how long it takes to produce each item in your booth and allow adequate time, including shipping.

Not Training Booth Staff

Your trade show results are directly tied to the effectiveness of the people who work your booth. They are a direct reflection of your company and its quality, culture and service. Be sure staff is fully trained on the objectives of each show as well as:

The specific sales message that must be consistently delivered
Which high-opportunity prospects and customers will be at the event
How to perform effective product demonstrations
How to engage booth visitors and collect lead information
What materials to give visitors and how you want it done

Collecting Inconsistent or Incomplete Lead Information

Your booth staff must be well trained on how to quickly and consistently assess, through two-way dialogue, visitors’ interests, needs, buying power, and decision-making ability.
This is essential to determining if your product is a good fit and if a booth visitor is a “low,” “medium” or “high” opportunity prospect. As a result, a lead tracking system based on your product or service must be in place for collecting, tracking and following-up on all leads with an appropriate action plan.

Waiting Too Long or Not Doing Lead Follow-up

Ignoring your trade show leads once you return from your event is like leaving money on the table. Within a day (preferably) and a week at the most, you need to follow-up with a phone call, sales packet, personal letter and/or hand-written note to turn ‘warm” leads into “hot leads… and eventually into buying customers. Make sure you have detailed your follow-up strategy in your initial trade show plan and have everything you need for immediate implementation upon your return.

Failing to Complete a Show Evaluation

To ensure you hedge against any trade show mistakes in the future, always complete a show evaluation that includes quantifiable measures such as goal attainment, budget and expense reconciliation, and a return-on-investment calculation. In addition, discuss qualitative factors with your booth staff that may impact how and where you exhibit in the future.

Note: A printable PDF of this document is in the "Resources" section below.

AtlantaPromo: Recommended Trade Show Tool Kit Checklist

We recommend using a small wheeled suitcase with locks
for storing all of the following materials:

____ Pens
____ Markers
____ Composition notebook/Paper
____ Stapler and extra staples
____ String/rubber bands
____ Scissors
____ Push pins / safety pins
____ Scotch tape

____ Extension cords
____ Light clamps
____ Small tool kit
____ Duct tape
____ Electrical tape

First aid kit
____ Band-aids
____ Aspirin
____ Breath Mints

____ Water

____ Disposable / digital camera
____ Business cards
____ Badge holders
____ Cell phone and charger

Note: A printable PDF of this document is in the "Resources" section below.

Before You Go: The Final Trade Show Check List

Using a trade show check list at the final stages of your event preparation is a valuable organizational tool to make sure all the last-minute details are handled.

Yet its greater purpose is to help ensure you are appropriately prepared and positioned to accomplish your event sales objectives. You’ve likely spent months getting ready for your event. The final stages are critical. Therefore, adapt the following trade show check list information to suit your specific needs:

____ Review your exhibiting plan and objectives. Make sure everyone involved fully understands what needs to be accomplished during the show.
____ Bring your event staff together for a final meeting before you depart to take care of final details, confirm booth schedules, and answer any last minute questions.
____ Be sure to discuss proper dress and re-enforce the importance of how you want your sales message delivered, which they should have memorized and rehearsed prior to this meeting.
____ Call your event sponsor and/or the contact person at the event site to confirm all of your materials and booth have arrived and are waiting for you.
____ Double check the location where you will pick up your items. Also, ask about return shipping once the show is over.
____ Confirm your travel plans including transportation once you arrive at your destination. It is a good idea to call the hotel to verify your room requests.
____ Re-examine your post-show marketing strategy and make sure letters, packets, and other follow-up materials are ready the day you return.
____ Change your voice mail and email message to let people know you are out of town and when they can expect you or someone else to get back them with a response.
____ Bring with you business cards, meeting calendar or palm pilot, extra pens and pencils, writing tablets, expense report forms, post-it pads, lead cards, itinerary, registration packet, and background on clients who will be attending.
____ Make sure your office and family have a copy of your itinerary and contact information.

Your trade show check list should include your follow-up initiatives with all viable leads within one week of the show, and preferably within the first three days following the event.

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