Planning a trade show is a big deal. The objective here is to connect, share new ideas, and grow. Trade shows are an excellent opportunity to meet new customers, see what others are doing, and show off your latest products.
In fact, a study revealed that 79% of attendees find trade shows helpful in making purchase decisions, and 90% discover at least one new supplier at these events.
But how do you transform this vision into reality? Organising a successful trade show requires meticulous planning, creativity, and strategic execution.
That’s why we’ve come up with 10 simple tips to help you organise a fantastic trade show right here in the UK.
1. UNDERSTAND THE BASICS
Before jumping into planning, decide on the type of trade show you want to host. Trade shows can be for consumers, specific industries, or a mix of both.
Think about what you want to achieve. Do you want to meet new customers? Show off your new products? Or build better relationships with other businesses? Setting clear goals will help you stay focussed and make your event better.
Ask yourself:
- Who do you want to come to your trade show?
- What do you want people to remember from your event?
Having clear goals will help you make important decisions, like where to hold the event and who should attend.
Here are some action steps you might consider:
- Identify your primary purpose for hosting the trade show.
- Determine key performance indicators (KPIs) to measure success.
- Set SMART goals (Specific, Measurable, Attainable, Relevant, Time-bound) to keep your efforts focused.
2. CHOOSE THE RIGHT VENUE
Choosing the right venue is a big deal. According to research, the US trade show market was projected to reach £12.58 billion ($15.78 billion) in 2024, surpassing pre-pandemic figures. This growth underscores the importance of a well-chosen venue that can accommodate the expected crowd and provide necessary amenities.
Moreover, you need a place that is easy for people to find and has enough space for everything. A good venue will make the event feel welcoming and comfortable.
Here’s what to consider:
- Is it easy for people to travel to your selected venue? If it’s too far or hard to find, people might not attend.
- Is there enough room for all the booths, people, and activities? You don’t want the place to feel crowded.
- Does the venue have toilets, parking, and refreshment places? These facilities matter a lot.
- Is the venue easy to get to for people with disabilities? Make sure it’s accessible for everyone.
In the UK, venues like ExCel London and the NEC in Birmingham are popular choices, but make sure to pick one that works for your needs.
3. CREATE A REALISTIC BUDGET
A budget is essential to keep your trade show on track. You need to know how much money you spend and ensure you don’t go over it. It’s easy to get carried away will all the exciting things you can do, but keeping an eye on the budget is very important.
You might be thinking about what you should consider for a realistic budget. Right? Here’s a quick breakdown of what to think about:
- How much will it cost to rent the space for your event?
- How much will you spend on ads, social media posts, and printed materials to promote your event?
- Don’t forget the cost of setting up booths, displays, and equipment.
- Will you need extra help to manage registration or help with things during the event?
- Do you need projections, microphones, or other tech gear?
- Creating a clear budget from the start will help you avoid surprises and keep everything under control.
Here are some budgeting tips to consider:
- Itemise all potential expenses, including venue marketing, costs and staffing.
- Allocate funds for unexpected expenses.
- Regularly review and adjust the budget as needed.
4. RECRUIT QUALITY EXHIBITORS
The best part of any trade show is the exhibitors. The success of your trade show depends on the exhibitors you attract. A diverse and relevant exhibitor list can draw a larger crowd and increase the 0event’s value.
Strategies to consider:
- Focus on companies that match your event’s theme and target audience.
- Offer different booth packages to fit various budgets.
- Clearly highlight the benefits of participating, like increased exposure and networking opportunities.
5. MARKET YOUR EVENT EARLY
Once everything is set, it’s time to promote your trade show event to make sure people know about it. The earlier you promote your event, the more attendees you’ll attract. Use different channels to get the word out and build excitement for your trade show.
Here are some ways to spread the word about your trade show:
- Social media posts and ads.
- Email campaigns to your audience.
- Collaborations with influencers or industry leaders. Remember, the more buzz you create, the more attendees you’ll attract.
- Set up a website or landing page with all the details, including when and where the events will occur, how to register, and what to expect.
The more people know about your event, the more likely they will attend.
6. PROVIDE NETWORKING OPPORTUNITIES
Networking is one of the most important reasons people come to trade shows. It’s a great way for attendees and exhibitors to make valuable connections. Give people plenty of chances to meet and talk with each other.
Here’s how to encourage networking:
- Schedule breaks where people can meet and chat.
- Consider hosting a networking lunch or drinks event after the trade show.
- If you’re using an event app, let attendees book meetings with other people in advance.
When people have the chance to network, they are more likely to leave the event feeling like they’ve gained something valuable.
7. DESIGN THE LAYOUT CAREFULLY
Think about how attendees will move around the venue. Create a layout that makes sense so people can easily find exhibitors, workshops, and other important areas. You want your trade show to flow smoothly, with enough space for people to move from one booth to another comfortably.
8. PLAN THE LOGISTICS CAREFULLY
Well, Running a trade show means handling a lot of details, so make sure you have a plan for all the logistics. Things like shipping, staffing, and equipment must be managed carefully to keep the event on track.
Here’s what to manage:
- Booth setup: Make sure exhibitors know when and how to set up their booths.
- Staffing: Have enough staff to handle registration, answer questions, and assist exhibitions.
- Tech Equipment: Rent or purchase the necessary equipment, like microphones, projectors, and screens.
Managing the logistics well ensures everything runs smoothly on the big day.
9. USE TECHNOLOGY TO ENHANCE THE EXPERIENCE
Technology can help make your trade show run more smoothly and keep attendees engaged. Use apps or online platforms to provide real-time updates, schedules, and maps.
Here are some tech to consider:
- Event apps: These can give attendees information about the event, such as booth locations, session times, and exhibitor details.
- Lead retrieval systems: These tools let exhibitors collect contact information from attendees, making follow-up easier.
- Social Media Walls: Show live updates from attendees or exhibitors on big screens at the venue to keep the energy up.
- AV Setups: Integrate sound systems to enhance the event atmosphere, play music, or announce key moments, keeping the energy vibrant and the crowd engaged.
Using technology can make the event more interactive and help everything go smoothly.
10. FOLLOW UP AFTER THE EVENT
Just because the trade show is over doesn’t mean the work stops. Follow-ups are essential for building relationships and keeping the momentum going.
Here’s how you can follow up:
- Send out thanks emails to everyone who took part.
- Ask attendees and exhibitors for feedback on what they liked and what could be improved.
- Post photos or summaries of the event on social media or in an email newsletter.
Following up helps you improve for next time and shows that you appreciate everyone who took part in your event.
PARTNER WITH EMS EVENTS FOR A SUCCESSFUL TRADE SHOW
Organising a trade show is a significant undertaking. Having the right support can matter a lot. EMS Events provides comprehensive solutions to meet all your trade show needs:
- All-in-one Equipment: Whether it’s LED screens, projectors, or sound systems, we are here to support you.
- On-site Technical Support: Our expert team ensures everything runs smoothly during the event.
- Customisable Packages: Tailored to fit your specific requirements and budget.
- Reliable Logistics: From setup to takedown, we handle the details so you can focus on your goals.
WRAPPING UP
By following these 10 simple tips, you’ll be well on your way to organising a trade show that is fun, successful, and valuable for everyone involved. With careful planning and attention to detail, your trade show will be an event that people look forward to year after year.
