Managing the Exhibit Program Process
When sales and marketing leaders grasp the impact a trade show has on revenue, customer retention, and advancing the sales continuum, the idea of a more robust face-to-face program—one that involves multiple shows—often follows. A multi-show program heightens awareness of both the corporate and product brand(s).That’s why planning an exhibit program strategically and allocating resources properly is essential. Exhibiting at a number of trade shows during the course of the year makes perfect sense.
If you are the person who manages this program (and if you’re reading this, you probably are), planning a multi-show exhibit program shouldn’t frighten you. Initially, it might feel like the work you currently handle multiplied by infinity. But the good news: many of the elements are scalable. Let’s break down some of the new tasks:
Selecting the Right Shows
This requires a certain degree of courage. While you might be looking into shows related to your products or your corporate mission, your product managers probably hear things like:
- “Oh, we really should go to that show! My brother-in-law loves it,” or
- “Hey, here’s a show in Orlando (or Las Vegas). Cool!”
As manager of the entire program, your job is to plan your exhibit program based on data: number of attendees, number of attendees who fit your customer profile, number of exhibitors in your category, and so on. The most telling piece of data is the show audit. If the show is not audited, that should raise a red flag.
Determining Exhibit Space
If you’re considering a relatively small, highly targeted show, you don’t need the largest exhibit on the floor. While large exhibits often attract attention just because of their size, good pre-show marketing can get the right attendees to put you on their must-see list. Remember that, before the show opens, all exhibitors are on a level playing field.
Tip: If you are a first-time exhibitor, call the association or show management company and ask for help. You will find most organizers very helpful.
Auditing Your Corporate and Brand Assets
If you already have exhibit properties, include them in your plan. Review content across all channels: digital, out-of-home, media advertising. What will attendees associate with your brand? Trade shows make a powerful brand statement, but that power is amplified when attendees recognize your assets. Think of the brand experience as layers of awareness that evoke positive responses from attendees.
When it comes to your actual exhibit:
- If you have concurrent shows, you might already own enough properties.
- If not, rental properties are your best friend. From hanging signs and double decks to kiosks and theaters, rentals let every show look “custom” without long-term costs.
Tip: Avoid pipe and drape setups where staff sits behind a table checking their phones—this doesn’t reflect well on your brand.
Preparing Budgets for Each Show
Here’s where you need a reliable exhibit house. You need support staff who can handle:
- Freight, set up, and dismantle
- Electrical services and rigging
- Early bird deadlines
- Realistic timelines to avoid late or rush charges
The right partner will contest erroneous invoices for you and call suspicious charges into question. Depending on the schedule and show locations, they can also advise on the most economical ways to ship properties.
Tip: The one thing you don’t want to do when planning an exhibit program is to go over budget.
A Real-World Example
Here is an example of a company that planned an exhibit program with scalable elements, with exhibits ranging from a 10 x 10 to a 50 x 50. No matter which size, their brand identity stayed consistent and clear, forging connections with audiences across markets. Many of our healthcare clients use the same approach.
Why Multi-Show Programs Matter
Studies have shown that most people attend only one trade show a year. If your target market is spread across multiple regions (including global markets) or diverse market segments, a multi-show program should be part of your strategy.
Ready to Start Planning Your Exhibit Program?
Whether you’re planning one show or many, success comes down to preparation and strategy. Before you begin planning your exhibit program, download our free guide, Creative Bravery for Face-to-Face Marketing.
Want personalized guidance? Reach out to our team today. We’ll help you build an exhibit program that scales, stays on budget, and drives measurable results.
