Planning for a trade show is a comprehensive project. Therefore, you need to develop several checklists so you can make sure that the show is a rousing success.

Not only do you have to make sure all the proper displays are included for use, you also have to keep communication open and ongoing with the logistics company you choose. Working with a shipper will enable your marketing team to concentrate on its role and help your organization keep better track of its budget.

Eliminate the Stress: Preplan

The key to streamlining your logistics planning is to make advanced arrangements and organize activities so they seamlessly fall into place. Not only does preplanning eliminate a lot of stress, it makes arranging the show that much more enjoyable and rewarding.

If you haven't already aligned yourself with a logistics company, make sure you find a shipper that specializes in events such as conventions and trade shows. Using a company that lives and breathes these events will make it easier to reach your logistic goals.

If the sponsor of the trade show has contracted with a specific shipper, you may want to contact the company about their logistic services. Often, such shippers will provide a discount or offer certain incentives for trade show participants.

Once you do choose a logistics company, you'll want to make sure that you verify all the dates associated with the event, including the application deadline, dates of delivery and the times that are allocated for set-up and breakdown of your exhibit. Carefully review the shows regulations and rules to coordinate the timeline.

Preparing a Shipping To-Do List

When dealing with the carrier, you'll need to make a to-do list that includes the following:

  • Purchase insurance
  • Keep a list of the tracking codes for arrival verification
  • Consolidate any deliveries, where it's feasible
  • Establish identifying markers for the crates in your shipment

Also, when possible, make plans to have your exhibit shipped to a warehouse early, thereby avoiding any problems with last-minute shipping. If you'll be using any audio or visual displays, duplicate the materials in case the originals become misplaced.

You should also make copies of all your paperwork regarding registration or shipment for extra security. Allow enough time to set up the exhibit to lessen any last-minute panic or anxiety. Basically, if you plan ahead and make copies of your documentation, you can make trade show planning a far easier process.

Material handling

Besides transporting your exhibit booth and signage from point A to point B, you'll also have to factor in drayage. Drayage, in exhibit-show lingo, means moving and handling materials from point B to the exhibit space and back to the truck at the conclusion of the event.

Therefore, drayage can include moving the shipment from a warehouse to the designated exhibit space or moving the collateral between the loading dock and the booth space. Fees that are assessed for drayage are based on the weight of your shipment, the number of crates and the timeline.

The Preplanning Checklist

To begin the preplanning process, you can use the following checklist as a preliminary guide.

  • Six months before the show: Review the assets you'll need for the show. Do they support your marketing and sales goals? See which items need updating. You may need to contract the services of an exhibit builder. If you will be hiring a builder, schedule a meeting to discuss your requirements. Otherwise, you'll need to talk to your existing vendor about renovating your booth. Allow enough time to choose the display materials and provide the graphics you'll be requiring.
  • Four months before: During this period, you'll want to review the exhibitors kit provided by the trade show organizers. Verify the event dates application deadline, dates for delivery and the time allocated for set-up and breakdown. See if you can take advantage of any discounts offered for participants who meet early trade show deadlines.
  • Three months before: Make any finalizations with respect to the show's collateral and order any items that need to be custom-printed, such as mailers announcing your company's participation in the show and flyers that you plan to hand out at the event.
  • Two months before: Now is the time you'll need to book your travel arrangements, including the flight, hotel and car reservations for your company's attendees. You'll also need to order any clothing that will be worn by the event staff.
  • One month before: Purchase insurance from your freight forwarder and ship the exhibit material to an advance warehouse, if applicable. To make the process even more streamlined, consolidate shipments, if it's practicable.
  • Two weeks before: Ship the supplies that will be used by the staff at the booth, such as clipboards, forms, pens, etc. Confirm that everything for the show is in currently in storage at the events advance warehouse.
  • One week before: Make sure you have copies of all the documentation you'll need for the show as well as contact info for the staff and all the vendors involved with the event. You should have access to tracking codes and duplicates of the graphics and audio you'll be using for reproduction purposes.
  • Three days before: Confirm that all the shipments have arrived at the show's location.
  • Two days before: Assemble the booth and exhibit.

The Day of the Event

By the time the show begins, your event staff should be fully concentrated on their marketing responsibilities, including capturing leads and making contacts.

One area where you don't want to get ahead of yourself is when you break down the booth. Exhibitors who tear down their booths before the end of the show can get penalized. After all, it doesn't inspire attendees to walk through an exhibit hall when some of the exhibitors are already getting ready to go home. Plan breakdown during the period scheduled by the organizers of the event.