Participating in a Trade Fair: A Guide for Companies

7 things (plus one) not to overlook

Have you ever imagined bringing your company to an international stage? Have you ever thought about setting up a booth, paying attention to every detail, from promotion to logistics? Have you ever juggled between builders, designers, and the dreaded bureaucracy?

We hadn’t. At least, not until this year. Then, we decided to participate in SPS Italy, the trade fair dedicated to intelligent, digital, and sustainable industry, which was held at the end of May in Parma. Let’s just say the experience left quite an impression on us: it was an intense and surprising adventure that taught us a lot.

In this blog post, we want to share some reflections that might be useful for those approaching this fascinating world for the first time. Here are the 7 things (plus one) not to overlook when participating in an international trade show with your company’s booth.

1. Brief: what, how, and to whom to communicate

A good brief – a document that summarizes the research done and the goals of a marketing campaign – is the foundation of effective communication and efficient organization. Our advice is to write a clear and comprehensive brief, outlining what you want to communicate, how you intend to do it, and to whom your message is addressed.

The brief should include:

• Main objectives: What are your main goals for the trade fair? Whether it’s generating leads, increasing brand visibility, or launching a new product, set clear targets.
• Key messages: Define the main messages you wish to convey, consistent with your brand identity.
• Target audience: Identifying the profile of your “typical” audience will help you determine if it matches the fair’s visitors (it should! At least in large part) and tailor your communication more effectively.
• Communication strategies: Detail the channels and tools you will use to communicate your participation in the fair. This can include targeted emails, promotional materials, social media, and presentations.

2. Booth: carefully plan your location

Carefully choose the hall where you will place your booth and select a central position within it: the location of your booth can make a big difference in the quantity and quality of visitors you attract. 

• Strategic visibility: Whenever possible, opt for a central location or a high-traffic area. Central locations allow you to be seen by visitors coming from different directions, increasing the chances of attracting the attention of a larger number of people.
• Signage and height: Ensure your booth is easily identifiable. A taller booth or one with a sign visible from above is easier to spot even from a distance. Also, use graphics and lights to make your booth recognizable. 
• Proximity to relevant booths: Analyze who the neighboring exhibitors are. If the neighbors attract a similar audience to yours, you might benefit from their visitor flow. Being close to booths of complementary companies or related sectors can create advantageous synergies.
• Accessibility and traffic flow: Also evaluate the accessibility of your booth. Positioning near entrances, exits, rest areas, or points of interest could increase visitor flow. Consider the typical path a visitor might take within the fair and try to position yourself along this route.

In short, a strategic location not only increases the visibility of your booth but can also significantly boost the number of interested visitors.

3. Timing: plan everything in advance

The key to successful trade show participation is early and well-structured planning. Here are some tips for managing timelines effectively:

• Start early: Planning should begin as soon as the previous edition of the trade show ends. This gives you a whole year to organize everything in detail, avoiding last-minute rushes.
• Book your hotel early: Remember, you won’t be the only one attending the trade show. The later you book your accommodation (whether a hotel or a shared apartment, depending on the case), the fewer choices you’ll have, and the higher the costs will be. If you’re uncertain about who will attend, choose an option with free cancellation, but don’t wait until the last minute!
• Define a detailed timeline: Create a timeline that includes all major deadlines, such as booking the exhibition space, designing and producing the stand, submitting the project for approval, creating promotional materials, and planning marketing campaigns. Ensure you regularly update the timeline and adapt it to circumstances.
• Handling unexpected events: Always leave room and time for unforeseen events. Even with the best planning, something will go wrong.
• Involving suppliers: Coordinate with suppliers (designers, setup teams, communication agencies, etc.) well in advance. Share your timeline with them and ensure they understand your deadlines. Regularly monitor their progress to avoid surprises.
• Reminders and regular checks: Organize regular meetings with your team to review the progress and resolve any issues. Use project management tools to keep track of all activities and deadlines.

Planning everything in advance not only reduces stress but also allows you to better manage resources and ensure every detail is covered. Early preparation gives you the advantage of calmly handling any unforeseen issues, ensuring a smooth trade show participation.

4. Logistics: organize with precision

Logistics is one of the crucial aspects to ensure all necessary materials arrive on time and in perfect condition. Here’s how we organized ourselves:

• Detailed spreadsheet: Create a spreadsheet that includes a comprehensive list of everything you need to bring to the trade show. This list should be detailed and categorized (promotional materials, technical equipment, stand furnishings, etc.). Include checkboxes to mark off items as they are packed, ensuring precise control over what has been packed.
• Package numbering: Add a column in the spreadsheet for package numbers. Assign a number to each package and record the corresponding contents. This helps you easily track each package and know exactly where each item is located.
• Labels on packages: Each package should have an external label with a detailed list of contents. This makes it easier to quickly identify what’s inside without opening every box. It also helps avoid packing errors and simplifies the setup process.
• Duplicate lists: Print a copy of the spreadsheet and labels to keep with you during travel and setup. This way, you can easily compare what was shipped with what arrives on site.
• Transport planning: Coordinate with transporters (external company or your colleagues) to ensure all materials arrive on time. Allow for delivery times that account for possible delays and unforeseen issues.

By following these steps, you can manage logistics efficiently and organized, minimizing the risk of forgetting something important. Good logistical management ensures that everything you need is at hand and ready to be used, making stand setup easier.

5. Team: effective management and communication

Team management is crucial for the success of trade show participation. Here’s how we organized the team that prepared for the trade show and staffed the stand:

• Task division: Assign clear roles and responsibilities to each team member (and external collaborators). Define who will handle stand design, logistics, marketing and communication, and who will be present at the stand during the show. Ensure each member knows exactly what is expected of them.
• Meeting planning: Organize periodic meetings to ensure good communication among team members, discuss the progress of activities, resolve any issues, and ensure everyone is aligned.
• Use group chats: Group chats are very useful for sharing real-time updates and gathering feedback. Creating a group on a messaging platform (such as WhatsApp or Slack) keeps everyone informed and quickly resolves issues.
• Documentation and information sharing: Use document-sharing tools (such as Google Drive or Dropbox) to collect and share all important information. This includes the brief, timeline, material lists, setup plans, and any other relevant documentation, and ensures everyone has access.
• Staff training: Before the trade show begins, organize training sessions for the staff who will be at the stand. Ensure they are well-informed about the products or services you will present, the key messages to communicate, and how to interact with visitors, possibly by writing a document with this information.
• Feedback and continuous improvement: After each meeting or work session, gather feedback from team members. This helps identify areas for improvement and make necessary changes to ensure the event’s success.

Good team management and effective communication are essential to ensure everything runs smoothly. When everyone works in synergy and is well-informed, the chances of success increase.

6. Comfort: make the stand welcoming and functional

During the trade fair days, the stand will become your home and workplace. Ensuring the comfort of the team and visitors is essential to maintaining a positive and productive atmosphere.

• Comfort items: Ensure you have an adequate supply of water and drinks for the team. Also, provide some healthy snacks to recharge energy during breaks and consider renting a coffee machine and a small refrigerator.
• Comfortable chairs: Avoid uncomfortable stools that can become annoying after a few hours. Invest in comfortable chairs for the team, allowing them to work in optimal conditions throughout the day, or even for potential clients who might spend time sitting and talking with you. Comfortable chairs can make a difference in maintaining morale and productivity.
• Rest areas: If possible, create a reserved rest area – like a small storage room – behind the stand. A place where the team can eat and relax and recharge during breaks is very useful.
• Workspace: Keep the workspace tidy and well-organized. A clean and orderly environment helps reduce stress and improve the team’s efficiency.
• Access to information: Ensure the team has easy access to all necessary information, such as presentation schedules, product details, and important visitor information. This reduces the need for movements and facilitates task management.

Creating a comfortable and functional environment not only improves the team’s experience but also makes your stand more welcoming to visitors. When the team is comfortable, they can focus better on interactions with clients, contributing to the overall success of your trade show participation.

7. Post-Mortem: analysis and continuous improvement

Organize a post-mortem meeting, which is a meeting attended by all the people involved in the event, to gather relevant information and evaluate the various aspects of the recently concluded fair. During this process, you will analyze what went well and what needs improvement to draw useful lessons for future events. This is essential to assess the effectiveness of your trade show participation and to identify areas for improvement. Here’s how to proceed:

• Post-Mortem meeting: Schedule a post-mortem immediately after the trade show ends, inviting everyone who participated in organizing the event and those who staffed the stand. It’s important that the meeting takes place soon after the trade show ends, when the details are still fresh in everyone’s memory.
• Feedback document: Before the trade show, create an empty document to share with the entire team. This document should be structured to collect feedback on various aspects, such as logistics, communication, stand setup, visitor interaction, etc. Encourage the team to take notes during the trade show, marking what works well and what could be improved.
• Discussion of strengths and areas for improvement: During the meeting, review the feedback document and discuss the experiences together. Clearly list what went well, highlighting the strategies and practices that worked. Similarly, identify areas for improvement, analyzing the problems encountered and proposing solutions.
• Involvement of everyone: Ensure all participants have the opportunity to express their opinions and share their experiences. Each team member can offer unique perspectives and valuable suggestions.
• Documentation and future actions: Consolidate all collected feedback into a final document. This document will serve as a guide for planning future trade show participations, helping you replicate successes and avoid past mistakes. Also, establish concrete actions and responsibilities to implement necessary improvements.

A well-organized post-mortem meeting not only allows reflection on past experiences but also provides a solid foundation for the success of future trade show participations. Constructive feedback and the implementation of learned lessons will help you grow and continuously improve.

 8. Budget: where to invest

If you have noticed, among the various points, we have not yet talked about the budget.

The budget is always a delicate topic because every company has different resources, and when it comes to participating in an international trade show like SPS Italia, there are potentially no limits: you can spend from 1 to 100, depending on the choices made and how much you get carried away. One thing is certain: without accurate planning, you risk losing control.

• Setting a range: Our advice is to establish a spending range rather than a fixed maximum limit. This is because every aspect of participation has a cost, including the smallest ones often overlooked, such as internet connection or stand cleaning at the end of the day. Setting a range allows for greater flexibility and better management of unforeseen expenses.
• Periodically monitor the budget: Since expenses tend to rise due to unforeseen costs, it is crucial to keep track of the budget and update it periodically. This helps avoid surprises and keeps finances under control.
• Focus on essential elements: Being our first participation, we decided to adopt a cautious and strategic approach, focusing investments on a few fundamental elements. For example, we chose a very large exhibition space (36 sqm) and open on three sides. Moreover, we decided not to opt for a pre-furnished stand but to invest most of the budget in a customized one, relying on a designer for an effective and attractive project.
• Strategic sacrifices: To contain other significant costs, we gave up some elements, such as the overhead sign. Besides the manufacturing cost, installing suspended structures incurs high expenses.

In this way, we seem to have found a balance between quality and spending, ensuring an effective and professional presence at the trade show.

What we learned

Taking part in a trade show like SPS Italia with your company stand can be an extraordinary experience, but it requires careful planning and attentive management of details and costs. Nothing can be left to chance. By following these steps – from drafting a detailed brief to post-mortem management – we returned from Parma satisfied with our work and the results achieved.

We learned that every detail matters: good organization, a well-coordinated team, and a comfortable environment not only improve the experience for you and your visitors but can make the difference between a mere presence and a profitable and rewarding participation.