Skip to content

“The List” – Trade Show Edition

By Kimberly Hemesath | March 26, 2015

The List

Business cards. Check. Breath mints. Check. Anything in my teeth? All clear!

These might be the final items on my check list just before hitting the exhibit hall floor this conference season, but truth is my check list began months ago. Absolutely nailing a trade show appearance requires a looooong check list and extreme attention to the details.

If you have worked with me even once during my time at dR, you probably know I’m a check list girl. So when the creative team and I sat down to discuss our game plan for this year’s trade shows I naturally pulled out my legal pad and got to work on “The List”. Admittedly your check list will vary depending on your strategic goals of the show (see Joe’s blog for great questions to ask yourself as you consider attending a show), but they all should consist of two main categories: 1.) logistical arrangements and 2.) communication campaign.

So what does our check list look like? Here is a high-level peek for 2015:

Logistical Arrangements

  • Travel
    • Airfare
    • Car rental
    • Directions to and from everywhere: airport, hotel, conference, appointments, restaurants.
    • Any other events happening in the conference city?
    • Weather forecast
  • Accommodations
    • Hotel rooms
      • How many
      • In or near where the conference is hosted
      • Any special needs?
  • Agenda
    • Travel agenda – every detail
    • Exhibit hall agenda – when is it open for traffic?
    • Exhibit schedule – peak traffic hours, break times, set up and tear down deadlines
    • Speaker agenda – take note of any “breakouts” or talks you’d like to attend and build it into your schedule
  • General show information
    • Hotel/conference site location
    • Register employees attending
    • Dress code for your event staff
    • Conduct code/schedule for booth staff
    • Contact information for show representative
    • Exhibit hall and breakout rooms floor plan
    • Schedule of events
    • Internet access
  • Sponsorship
    • Fill out company profile on exhibit hall website/virtual floor plan
    • Booth number
    • Booth size
    • Order booth hardware
    • Quote booth artwork & collateral
    • Speech
      • What room will you be in?
      • What is the capacity of the space?
      • Is a/v equipment available?
      • What do you have to bring?
      • Can you do a run-through in the room prior to your talk?
    • Place ads
    • Access to registrants list
      • How far in advance of the show will you get access?
      • What type of information will be provided (physical address, email, etc.)?
  • Evening events
    • Schedule lunch/coffee/dinner/cocktail meetings with clients or strategic partners
    • Make reservations for restaurants or meeting rooms
    • Schedule evening time to write thank you notes to people we met during the show that day
  • Expenses
    • Establish method for tracking expenses pre-, during, and post-show

Communication Campaign (design & content)

  • Pre-show
    • Establish goals
    • Tighten up show messaging
    • Develop Email
    • Direct mail
    • Script for calls
    • Determine all show promotions
  • During show
    • Booth artwork
    • Business cards
    • Brochures or other print collateral
    • iPad presentation
    • Speech presentation materials & script
    • Signage
    • Booth giveaway
    • Raffle item
  • Post-show
    • Add new contacts to our system
    • Thank you cards
    • Email
    • Direct mail
    • Script for calls

Once I have the check list established I put together a timeline for each item. Keep in mind when things are due if you are a sponsor. If your speech needs to be pre-approved, allow for time for revisions. Take into consideration lead times for printing and mailing. Will you be following up post-show? Trick question – its always YES! How many times will you follow up and how often? Having a detailed timeline and weekly huddles about your “List” status will help to ensure there are no surprises during show season.

Share on...

Posted in  and tagged

Author

Kimberly Hemesath

Kimberly Hemesath has been on the designRoom team since 2013. She has managed our studio, now she manages pretty much every aspect of our client relationships. What does that mean?It means Kimberly cares for the day-to-day well being of designRoom clients. Without them, we are nothing. So without her, we’re in trouble. Client relationships mean everything, so Kimberly has a big job, which she performs with determination, patience, and a smile.Kimberly will guide client work from proposal through to completion, serving as a liaison between client and creative team. She will ensure everyone on the team understands exactly what a client wants — determining goals and objectives, personal and organizational preferences, needs, and budgets. Kimberly will also guide creative and planning presentations and timelines, as well as completing creative briefs.Most of all, Kimberly makes sure that all work flows smoothly from our clients, into our studio, and back to our clients, meeting every objective.A graduate of Miami University of Ohio, Kimberly earned a degree in Marketing and a minor in Psychological Pathology. She’s worked at Yelp and the Phoenix New Times. She loves chocolate (required of all dR staff), but not coffee. Which is just weird.

“I trust them with my brand. I trust them with my marketing business. They will not steer you wrong. They will ensure everything is on point moving forward.”

Lauren Byers, Vice President, MarshBerry

"Our client base increased. Our staff base increased. Our reputation and notoriety in the industry increased. The branding has lifted us up to be very confident.”

Denise Corbisiero, COO, Integrity Billing

“We trust them as true professionals who really understand the process that’s required to do things right.”

Carole Boye, CEO, Community Alliance

“They really bring in the heart behind the message. They tell the story in ways that are compelling. They’re really creative and that matters.”

Anthony Guido, VP of Communications & Marketing, Cohen Veterans Network

“…we really felt that they understood what we wanted to accomplish. They listened to us instead of puking their process on us.”

Laura Bren, President, Deeley Insurance Group

“Loved the process – we got so much more than a new logo; helped us unite around a common mission and language.”

Travis Pearson, CEO, Endeavors

“This input helped us work better together as a team. The whole brand refresh process was a wonderful team building opportunity.”

Matthew Wolf, Vice President, Seabrook

“We never had the production value in terms of the presentation/signage – the quality was new and impressive and people really embraced it.”

Marvin Ventrell, Executive Director, National Association of Addiction Treatment Providers

“Take the time to let designRoom get to know you. It is amazing that they get to the core of who you are…”

Jonathan Lee, President & CEO, Signature Health, Inc.

“They became much more like partners deeply embedded inside our business.”

Travis Mlakar, President, Millcraft Paper

X

Scroll To Top