The Ten Logistics Commandments for Trade Show Exhibitors

If you are a game retailer, developer, publisher, distributor or hardware manufacturer, you have many annual trade show offerings to choose from to expose your product to potential buyers. Will it be E3, GDC, TGS, PAX or some other expo? The right trade show can give you a platform to have a series of fruitful conversations during an intensely productive series of days. We know that face-to-face contact is essential to business buying and selling, so why wouldn't you want to be where you can find hundreds—perhaps thousands—of qualified prospects under one roof? When you decide to exhibit, you know the trade show will quadruple the productivity of your sales efforts by delivering more conversations per day instead of the two or three you'd hope to get on a normal business day. A nice average ROI target is three to five dollars in return for every one dollar invested, but you can only expect this level of productivity if you prepare for it. It's important to appreciate that your trade show exhibition's success hinges on the big and small details.

JUGGLING TASKS & PRIORITIES

Naturally, the exhibition strategy priority for marketers is always sales productivity and profit. Many pre-event hours are spent on sales training and in the development of targeted campaigns. With so much energy being focused on sales and communications efforts, some logistical aspects of the actual exhibition are often neglected. As a result, many exhibitors pay up to 30% more for show services and rush orders due to missed key deadlines set by the host organization or by trade show management. Many first-time exhibitors are surprised by how much time and energy it takes to efficiently execute the onsite logistics. It can sometimes become overwhelming to stay on track with so many details to oversee.

THE TEN COMMANDMENTS

Once you've selected the right trade show to attend, designed a high quality-exhibit booth to properly portray your company, and made arrangements to get the display to the exhibit floor on time, you'll need to coordinate the many pesky details relating to trade show services; which, if overlooked, can undermine an otherwise well-planned trade show experience. If you follow the Ten Logistics Commandments for Trade Show Exhibitors below, you will be many steps closer to having a more successful, productive and profitable trade show experience.

#1: Thou Shalt Read the Entire Exhibitor Service Manual

Also known as the Exhibitor Kit, the manual is the key to what you need to know about the trade show you are exhibiting in. As every show has its own set of rules, regulations and deadlines, carefully examine the manual’s information. Read the fine print related to exhibitor instructions, delivery information and trade show services contracts. This manual should always be in the hands of the person who is responsible for what happens in your booth and your booth wizard should be intimately familiar with its contents.

#2: Thou Shalt Make a Complete List of All the Booth Services You Require

If you plan for your booth requirements and order well in advance, you will avoid those costly last minute services that can wreak havoc on your trade show budget. Make decisions early about the extra utilities you need, as well as other services such as carpeting, furniture, cleaning, host talent and security.

#3: Thou Shalt Understand the Show’s Floor Plan

Analyze the exhibit hall floor plan and your booth location in respect to traffic flow and proximity to food courts, service entrances and sound system equipment. Examine all plan specifications, however small, indicating ceiling heights, pillar/column locations, and HVAC ducting (heating and air conditioning).

#4: Thou Shalt Identify Utility Sources

Contact your booth fabricator to determine how much electrical power you will require for your display. Always make provisions for backup utilities to guarantee that your power-driven components will function dependably. Check the trade show floor plan to find out where the utility ports are located with relation to your space. 

#5: Thou Shalt Understand Drayage

Drayage involves delivering your display materials from the loading dock to their assigned space, removing empty crates, returning the crates at the end of the show and transporting the re-crated materials back to the dock. Save money by consolidating all equipment and containers as part of one single shipment, with units numbered in proper order.

#6: Thou Shalt Arrange for Adequate Floor Covering

Install your utilities first before installing the carpet to reduce the number of carpet cuts for electrical outlets. Remember to order enough carpet to cover the bare concrete strip between the display and the aisle. Order a decent quality carpet and padding underlayment. Your booth staff’s feet will appreciate it at the end of the day.

#7: Thou Shalt Allow Extra Time for Customs if Shipping Internationally

If your company is shipping an exhibit to the Tokyo Game Show, for example, you need the correct documentation for your container contents, which may be opened and inspected at the port of entry. Use a reliable custom house broker or freight forwarder to coordinate arrangements and ask them to keep you posted on the progress of your shipment. 

#8: Thou Shalt Get to Know Your Trade Show Services Reps

These are the people employed by the host organization who are paid to be helpful liaisons for exhibitors. They can be of great value to you by fielding your questions and finding ready solutions to any problems you encounter while at the trade show.

#9: Thou Shalt Know How Best to Work with Union Labor

As union rules differ in each city, be sure to read the Exhibitor Manual to learn what union rules, regulations and charges apply. If you have questions, contact the trade show management or the services contractor. Consider engaging your trade show exhibit booth designer/fabricator to provide installation supervision for a problem-free, time-efficient setup.

#10: Thou Shalt Bring All Important Trade Show Related Documentation

Compile a notebook that contains all files, contracts and insurance paperwork and bring it with you to the trade show. This includes copies of trade show floor plans, installation service orders, tracking numbers for all shipments, contact names, e-mail addresses, phone and fax numbers.

As I have learned during many years of conference and event production, attention to the myriad details of exhibition planning and execution can make or break your trade show appearance. While you and your staff concentrate on the sales efforts at the trade show, call upon the expertise of your exhibit builder and trade show services reps who can help you have a successful and seamless trade show experience.