Pre-show Planning

• Know who your audience and clearly define your objectives prior to booking a space.
• Quantify your objectives -- such as the number of leads you want to generate, the number of sales you want to make, or the number of demos you want to give.
• Ask the show's management about past year's attendance, audience demographics and carefully review the audience analysis.
• Ask about typical traffic patterns, where refreshments may be located and where your competitors might be located. The idea is to get into a high traffic area without paying a premium for the space
• Budget realistically -- from booth design and construction to travel and entertainment. Don't Trade Show Cost Estimates and Budgetsforget about items such as shipping, labor for set up and knock-down, utilities, advertising and promotion.
• Invite the media to stop by your booth. They should receive pre-show invitations or press releases by mail; some shows may have an on-site media center where press kits can also be dropped off.
• Pre-show mailings are an important traffic generator. See the other tip sections for more ideas!
• If your graphics inventory is out of control, here's a way to help make order out of chaos:
• Take a picture of every single graphic you own. Then measure it, record its dimensions & storage site on the back. Put the pictures in an album with clear sleeves (so you can view front & back). This method will save you a tremendous amount of time when you plan your shows. It may also save money because you will get a clearer picture of whether you can use existing graphics or need to order new ones.

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