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Get Ready for the Trade Show: Your Ultimate Preparation Guide

Trade shows are an incredible way to promote your business and get your product or service in front of potential customers. It’s also the perfect way to network: introducing yourself to new people and making connections that could become long-term customers. 

But before you head off to the convention or conference, it’s essential to do some prep work to make the most out of the opportunity. This post will review some practical tips for preparing for a trade show.

Do Your Research

Before you attend a trade show, it’s crucial to research the event itself and the industry as a whole (especially if you’re brand new to it). 

Start by getting a list of the other companies in attendance and what their products or services are. Doing your research will help you know what to expect when you get there and allow you to strategize on how best to stand out from the competition. Additionally, understanding trends in the industry will help you better understand how your product or service fits into the market.

Create a Strategy

Once you’ve researched and know what to expect at the trade show, it’s time to create a strategy for success. 

  • What are your goals? 
  • What type of materials do you need? 
  • Do you need staff members present? 
  • How will you measure success after the event is over?

Answering these questions ahead of time will help ensure that when it comes time for your big day, everything runs smoothly and according to plan.

Develop Effective Materials

The next step to prepfor your next trade show is creating effective materials that accurately represent who you are as a company. This includes booth backdrops, banners, tabletop displays, brochures, data sheets, business cards, giveaways, etc., and even extends beyond physical items; preparing an engaging elevator pitch is also crucial! 

Panalgo - Booth10×20 booth design for Panalgo by AMG

Ensure all these materials accurately represent who you are and briefly describe what makes your product or service unique from everyone else’s at the trade show. Developing effective materials will help attract potential customers to learn more about your business at the event


The TriNetX team handed out postcards and mints designed by AMG 

Prep the Team

When preparing to attend a trade show, ensuring your team is well-prepared and familiar with all the expectations is essential. By establishing a clear understanding of the duties and responsibilities amongst all team members, you’ll be better equipped to succeed. Try these powerful team-focused tips:

  • Create an environment where everyone knows their role and actively works together to maximize productivity at the show. 
  • Work together as a team by having regular meetings before and after the show to discuss strategy and accomplishments. This way, you’ll have no surprises, and your collective efforts will be optimized to achieve the common goal.
  • Try a practice run by running mock simulations for the team of what they can expect when a new prospect comes by the booth. 

Event Flight Deck
Trade show preparation deck from AMG with event logistics and details

When everyone knows that collective success is everyone’s responsibility, you can be assured of efficient partnership teamwork at the show.

Don’t Ditch the Deals

A successful trade show is about driving traffic to your business, and one of the best ways to do this is through effective promotion. An attractive discount for guests attending the show can go a long way toward encouraging them to visit your booth. After all, everyone loves a good deal! 

Be sure to promote your discounts as widely as possible before and during the trade show to attract customers. This is essential in preparing for any trade show event and can make all the difference in reaching your sales goals.

Don’t Forget to Follow Up

Trade shows are great for connecting with potential customers and getting higher-profile leads. But ultimately, your main goal should be to follow up with prospects after the show. Scheduling a time to connect shortly after the show is ideal for taking advantage of the momentum you built during the event. 

Make sure your team is prepared with a customer follow-up plan that defines who will reach out, when they will reach out, and what type of communication they will use. This plan should include strategies that make it easy for customers to get in touch with you and keep them engaged until purchase may be possible, such as email campaigns or special promotions. By taking these steps, post-trade shows can put your company on a successful path long after the event has ended.

Preparing for a trade show can seem intimidating, but with proper planning and research, it doesn’t have to be! Doing your research beforehand and creating strategies around goals and objectives are essential to ensure success at any event. Developing effective materials, promotion, teamwork, and a great deal will help draw potential customers in and make for an even better event. With these tips in mind, there’s no reason why attending a trade show shouldn’t be successful!

Did you know we help with all these steps?! Contact us to learn how we can help you create a successful trade show experience!

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