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Event Logistics: How To Successfully Exhibit Your Company at a Trade Show

Trade shows allow companies in various industries to showcase and demonstrate their latest products and services. How can you get the most out of your experience as an exhibitor?

Organized Event Logistics are the Number One Component! Here’s How:

Before attendance at a trade show is even considered, a company must narrow down a detailed definition of what they plan to achieve. A few objectives may include: sampling a product, creating brand awareness, studying the activities of competitors, examining current market trends, and even creating new leads, closing sales and relationship marketing through networking opportunities.

At the forefront, a plan must be put together in order to detail a measurable way to achieve these objectives. Are you planning to sample 6,000 units of your product over the course of the weekend in order to get your name out? Will you hand out coupons to drive consumers in-store to take notice of the variety of your brand? Will you deliver images and technology at your booth that will wow event attendees, so you become a memorable brand name within their trade?

There are many benefits to exhibiting at an event, but they must be balanced with the cost of attendance as well. Attendance must be worthwhile, and maximize presence. Compiling these logistics into an event strategy is what will ultimately align the brand image, the overall objectives, and the real life metrics. Once the costs and benefits are explored and goals quantified, the real planning is set to begin. In the next stage, ideas are brought to life!

Trade shows generally consider of footprints of space allocated to each company. This could be 10×10 or 20×20 to upwards of 40×40 or bigger. It is up to the company to use this space to its most effective capacity.

Customized and branded banners, stands, displays, and bold images are used to draw the attention of event attendees. It is through careful planning and preparation that we make the trade show a beneficial opportunity to showcase what sets a brand apart!

When exhibiting at a trade show on behalf of our clients, Tigris outlines all of the logistical details into one concise protocol. It is within this document that we are able to organize the smooth flow of the event for clients, staff working the event, and attendees alike. Combining and outlining the logistics of the event-–from our correspondence with the client, the details of the exhibitors manual, information about the venue, and information about the products/services of the brand –into one event package, we are able to streamline large quantities of information into step-by-step procedures.

For example, in preparing for The Gluten Free Expo with our client Taste of Nature on January 17th and 18th, we trained our brand ambassador on how to set up the booth, deliver brand messaging, and report on how objectives were obtained using a detailed training document. Through our correspondence with the client we were able to construct the protocol which specifically outlined:
• The event schedule
• The objectives of Taste of Nature (to sample around 300 of their fruit and nut bars per hour)
• Taste of Nature’ key messaging, and how it relates to the Gluten Free Expo
• The items that would be shipped to the show/ returned after the show
• How to Set up the display/tear down the display
• A floor plan
• Procedural details such as uniform, photo taking, parking

When planning these particulars, hours of information sharing over phone calls and emails take place with our clients for months leading up to the event. Through these discussions, details are ironed out and must be relayed to the front line team who is working the event in a simple yet effective manner.

Lastly, for a successful trade show to be determined, you must be able to take a look at hard numbers. Staff who are working the front line should be prepared to report on the results of the show and if the objectives have been met. For our new national client, Petcurean, and their display at the Edmonton Pet Expo on January 24th through 25th we are asking our events staff to track the number of dog and cat food samples that have been distributed throughout the event. We have requested that they pay attention to what has been successfully responded to about the display, testimonials from event attendees, and other brands onsite. They will determine if Petcurean had reached its goals through hard numbers at the end of the event by documenting the following:

# of trial bags left over:
# of coupons left over:
# of brochures left over:

At the end of the trade show it is important to revisit the original goals of the event. Did the company reach its intended goal? Were there comments or questions from attendees that should be addressed to make the next event more effective? How can the display, or even the branding be changed to create more of an impact? These are the questions that will arise at the end of a trade show. Compiling the feedback from the staff who worked the front line will be key to future victories. It is after all the experience of the attendees who determine the outcome of the event, so these details must be noted and used as lessons to expand upon for opportunities to come. A formal event report is one way to outline key recommendations, challenges, and successes to consider for the company.

By analyzing the results documented during the planning of your trad show, you will be able to improve your event logistics for a bigger and better execution at your event.

If you would like Tigris to help with your upcoming trade show and event logistics, please feel free to take a look at our event planning services or give us a call at 416-289-9119!

Serena Holmes
Serena Holmes
Serena Holmes (formerly Schwab) is the President & CEO of Tigris Incorporated. She is a Broadcast Journalism graduate from Ryerson University. She began working in events in 2000 and started with Tigris as an events staff in 2004, was promoted to management and later accepted partnership. Serena took over operations of the company in 2008. Since that time the roster has tripled and the company continues to grow at a healthy pace. Some keynote clients include Rogers, Motorola, GTAA, CHIN Radio, Appleton Rum and many others. Google PLus Profile:

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