Trade Show Success Starts Early: A Structured Schedule for LNC Exhibitors

Exhibiting at an attorney trade show is a great way to meet potential clients and reconnect with your existing attorney clients. Following a methodical schedule ensures trade show success so that you do not overlook any steps.

Twelve Months Ahead: Start Planning for Trade Show Success

Determine the budget for exhibiting for the year. Consider these costs:

Display unit, if there is a need to buy one
Graphic design for a new unit or to change an existing one
Shipping supplies, if out of state
Booth space
Mailing list cost
Advertising in program materials
Printing and postage for the post-exhibit mailing
Electrical service
Other accessories: (see “One Month Ahead”, below, for supplies)
Tips for bellman or cost of labor for installation and dismantling the exhibit
Extras: table, chair, waste basket, cleaning, padding (extra cost or included?)
Out-of-office costs (lost income)
Airfare/transportation
Meals
Lodging
Giveaways
Door prize
Cost of assistant – employee? colleague? a temp agency person?
Contact target organizations to determine their seminar schedule
Determine the process for applying for space
If possible, attend the show to observe the exhibit area, talk to exhibitors, gauge the number of attendees, and match for your services

Six to Twelve Months Ahead

Reserve your space and send in the deposit if required.
Provide names of booth personnel, if known, for name badges.
Reserve the booth space. Avoid these spaces:
Near the entrance door in winter
Dead-end aisle
Behind a column
Loading docks and freight doors
Late set-up areas
Placement near competitors
Dark hallways Find desirable areas near:
Registration
Entrance or exit
Hospitality areas
Seminar rooms
Corners

Four to Five Months Ahead

Decide if you are going to do a pre-show promotion. If so,
Develop a theme.
Determine if you will do a direct mail, press releases, or pre-show advertising.
Create or evaluate your display unit.
Look for these elements:
Prominent name and type of business at the top of the display unit
Clear sales message
Easy-to-read fonts
Coordinated cohesive messages
Attractive attention-grabbing graphics
Attractive theme
Lighting
Decide on giveaways.
Make a checklist of items that need to be ordered, and order early.
Select exhibit staff.

Three Months Ahead

If purchasing advertising space in exhibit materials, get the ad ready.
Order a door prize.
Select and order giveaways.
Review exhibitor packet, if any, for set up times, break down times and any special rules.
Make hotel and travel arrangements, if out of state.
Finalize the theme and marketing messages.
Send out press releases or update your website to state you will be at the show.

Two Months Ahead

Train booth staff in sales strategy, dealing with questions and objections.
Prepare print materials.
Finalize all services for the event and order them.
Schedule installation and dismantling services if necessary.

One Month Ahead

Confirm all ordered items are on schedule.
Hold a second training session to review the script of the presentation to prospects.
Set up the display unit and have others review for functionality.
If shipping your display unit and accessories, confirm the date of shipment and delivery.
If doing a pre-show mailing or promotion, implement the plan.Make a checklist of items to take to show. Consider these supplies:
Table cover (in a dark color, using your logo)
Bowl for cards
Plain cards for prospects without cards
Candy and bowl
Sample reports
Extension cord
Power strip
Pens
Brochures
Velcro if using adhesive signs
Giveaways
Door prize
Lights
Literature racks
Signs
Display unit
Bottle water
Cough drops
Mouthwash and mints
Chapstick
Tylenol
Confirmation of plane reservations
Hotel and car rental confirmations
Exhibitor kit
Cell phone charger
Lanyard for name badge
Luggage cart if you will need to move your own boxes

Two Weeks Ahead

Pack supplies.
Have bills for tipping doorman and bellman, if in a hotel.

At the Show Before Opening

Pick up name badges and check for accuracy of spelling
Confirm the arrival of the display unit, equipment, and services, if applicable.
Allow sufficient time to set up the display unit.
If setting up the night before, store all items under the table until 30 minutes before prospects are set to start arriving.
Complete pre-show briefing and review criteria for a successful show.

During the Show

If a multiday show, review progress and organize leads each day.
Remove business cards from the drawing bowl each day.

After the Show

Make arrangements for shipping the leftover materials and equipment, if applicable
Write thank-you notes.
Hold a meeting with booth personnel and brainstorm areas for improvement.
Neatly pack exhibiting material, clearly label it and put away.
Obtain the attendance list and do the post-show mailing.

Yes, there is a lot to consider when implementing a schedule to get ready for a trade show. Your attorney trade show success depends on you taking full advantage of this opportunity.

Use the tips I share in this free report so that you build a foundation for a successful trade show event. I added the tips that have meant a huge difference for me as I built my company with the clients I met at attorney conferences.

Request your copy of this report at this link.

Watch this video for more tips.

Pat Iyer is president of The Pat Iyer Group, which develops resources to assist LNCs in obtaining more clients, making more money, and achieving their business goals and dreams.

Have you heard the most recent podcasts on Legal Nurse Podcast? The show is in its 9th year, putting it in the top 1% of all podcasts for its longevity. Watch our podcast on YouTube at http://LNC.tips/YouTube.

Join our Facebook group, LNC Business Growth Circle, to be part of our LNC community.

Pat’s related websites include the podcasts broadcast at podcast.legalnursebusiness.com, and writing tips supplied at patiyer.com.

Get all of Pat’s content in one place by downloading the mobile app, Expert Edu at www.legalnursebusiness.com/expertedu. Watch videos, listen to podcasts, read blogs, watch online courses and training, and more.