Feb 2024-Tradeshow Planning

Conflicting opinions exist on the value of exhibiting at or attending tradeshows. Negative views are more likely to be expressed by senior executives, with common critiques including statements such as "tradeshows are a waste of money" or "tradeshows are 'boondoggles' for playing golf."

Although not everyone agrees with these sentiments, it is understandable why senior executives might hold such views. Negative opinions about tradeshows often stem from inadequate planning, which, in turn, hampers the ability to articulate the event's value.

The event planning tips provided below are designed to assist in conducting both qualifiable and quantifiable analyses to brief on event value. Additionally, these tips are aimed at creating useful tools for managing activities during the event.

Preparation

1.  After Action Review (AAR) Analysis – If the event was attended previously, the first task should be to review the AAR for lessons learned and recommendations for future attendance. If the AAR is complete enough, there will be information related to planning, costs, and activities on site. The AAR should serve as a baseline for your planning.

2.  Pipeline Reconciliation – The event should be reconciled with the pipeline. Where able, activities on site should be aimed at advancing the progress of named opportunities within the pipeline.

3.  Schedule – All activities should be captured in a single integrated calendar. This includes customer meetings, onsite training events and briefings or panel discussions your team will attend. Integrating everything into a single calendar allows you to analyze resourcing and make decisions that maximize time on the ground and/or eliminate unnecessary costs. Invitations for meetings should be sent/confirmed and discussion items/agendas agreed to before departure.

Execution

1.  Daily Stand-up – A meeting at the end of each day allows the team to reconcile notes, and coordinate for the next day’s activities. The meeting helps maximize time while on the ground.

2.  Meeting Notes – Each meeting should have a designated scribe and meeting notes recorded. Meeting notes support the AAR at the conclusion of tradeshow and are a way for capturing tasks and follow up actions when you return to your organization.

Follow up

1.  After Action Review (AAR) Preparation – The AAR process starts by creating a folder repository for collecting all meeting summaries, notes, tasks and follow up actions; the budget reconciliation (expenditure to plan); and updates to the named opportunities. Once the information is collected into a repository, your tradeshow planner can use it for facilitating a discussion on “what worked,” “what didn’t” and creating the final AAR document. The final document should be broken down into subject areas (i.e., budget, transportation, logistics, schedule, etc.) and presented in a simple Issue-Discussion-Recommendation format.

2.  Post Event Contact Plan – Tradeshows are not “one off’ events. There are always follow up activities after the event ends. These should be captured in a stand-alone document and distributed for action. Once the follow up actions are closed, the AAR should be revisited for edits. The true determination of tradeshow value may not be realized for some time after it ends.