Rule of Thumb Timeline
Like cause and effect, your brand marketing and promotion plans need to be well thought out at least 6 months prior to presenting at an upcoming event or trade show. Once those key decisions are made, it should be followed by equally thoughtful and careful logistical planning to successfully demonstrate your company competencies, products and values.
Here’s a rule-of-thumb timeline for your next trade show.
Here are some ideas for your plan, either for a single show or for your entire program. Marketing and logistics steps are mixed together, as you need to do both to truly succeed.
6 months out:
- Review Past Objectives
- Set Top 2 or 3 New Objectives
5 months out:
- Set Budget
- Select Shows and Booth Spaces
- Evaluate Exhibit
4 months out:
- Pick Booth Staffers
- Research Technology
- Invite Exhibit Builders.
3 months out:
- Review the Exhibitor Manual
- Create Promotions
Two months out:
- Choose Staffers
- Arrange Travel
- Order Services
- Choose Your Exhibit Builder
- Order Promotions
- Order Uniforms
One month out:
- Send Promos
- Train staffers, Part 1
- Order More Services
- Order At-Show Promos
- Ship Exhibit to Advance Warehouse (where applicable)
Two weeks out:
- Train Staffers, Part 2
- Send More Promos
- Ship Staffer Supplies
- Ship Exhibit Direct to Showsite (where applicable)
One week out:
- Prepare Lead Fulfillment
- Verify Exhibit Arrival
- Collect Documents and Backup
- Verify Staffers
- Love Your Loved Ones
At the show:
- Be Your Best – brilliant & calm
- Make It Happen – execute your plans
After the show:
- Come Home
- Say Thank You
- Fulfill Your Leads
- Check Costs
- Measure and Analyze
- Report Results