You're working in a team for a trade show. What do you need to know to make it a success?

1 Know your goals and roles

Before you head to the trade show, make sure you and your team have a clear and shared understanding of what you want to achieve and how you will measure it. Do you want to generate leads, increase sales, build relationships, or raise awareness? How will you track and follow up on your results? Also, assign specific roles and responsibilities to each team member, such as booth design, setup, staffing, presentation, networking, or logistics. This will help you avoid confusion, overlap, or gaps in your tasks and expectations.

2 Communicate and coordinate

Communication is key to any successful team, especially when you're dealing with a busy and dynamic environment like a trade show. Keep your team updated on any changes, challenges, or opportunities that arise before, during, and after the event. Use tools like email, phone, text, or chat to stay in touch and share information. Coordinate your schedules, breaks, shifts, and meetings to ensure you have enough coverage and support at your booth and elsewhere. Also, communicate clearly and professionally with other exhibitors, organizers, and attendees to create a positive impression of your team and brand.

3 Be prepared and flexible

Trade shows can be unpredictable and stressful, so it's important to be prepared and flexible for any situation that may come your way. Have a checklist of everything you need to bring, set up, and run your booth, such as banners, brochures, samples, demos, or giveaways. Have a backup plan in case something goes wrong, such as a power outage, a missing shipment, or a technical glitch. Be ready to adapt to changing circumstances, such as a different booth location, a last-minute cancellation, or a new opportunity. And don't forget to have some fun and enjoy the experience!

4 Learn and improve

Trade shows are not only a chance to showcase your team's work, but also to learn from others and improve your skills. Take advantage of the opportunity to network with other exhibitors, attendees, and experts in your field. Ask questions, exchange ideas, and get feedback on your products, services, and booth. Observe what works and what doesn't for other teams, and take notes of what you can apply or avoid for your own. After the event, debrief with your team and evaluate your performance, results, and lessons learned. Celebrate your achievements and identify areas for improvement.

5 Follow up and follow through

The trade show is not over when you pack up and leave. It's crucial to follow up and follow through with the contacts you made and the leads you generated. Send personalized emails, messages, or calls to thank them for their interest, remind them of your value proposition, and invite them to take the next steps. Keep track of your conversations and actions in a CRM system or a spreadsheet. Nurture your relationships and build trust and credibility with your prospects, partners, and customers. Don't let your hard work and teamwork go to waste!

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?