9 Steps for Stellar Trade Show Management (With Tips)

By |Published On: September 27, 2024|
A young man in a gray suit speaks confidently into a microphone to illustrate trade show management tips.

Budgets. Sponsorship opportunities. Venues. Marketing. Booths and exhibits. Vendors. Speakers. Networking. Labor and staffing. Security. Pre- and post-show surveys. 

The trade show needs list goes on and on, and for good reason.

Trade shows are powerful tools for associations — and they bring in significant revenue. Where else can you gather the best of the best while engaging your members and reaching new ones? 

Still, dipping your toes into trade show waters can be daunting, especially if it’s your first time around. If you’ve held a few shows, you know what hard work and focus they demand. For all trade shows, management is your key to success — and it’s no easy swim. 

Check out these nine trade show management steps (plus tips) to navigate the complex waters.

[Related: How To Approach Project Management for Trade Associations and Professional Societies]

How To Manage Trade Shows Like a Pro

Try these steps to get your bearings in the trade show landscape. Whether you’re a seasoned leader or new at the job, they offer you a compass.

1. Plan, Plan and Plan Some More

Planning is your best friend, bar none — and start planning at least one year before the show.

Here’s a short list of what to pinpoint far in advance:

  • Main purpose (attract new members, engage current members, increase retention, etc.)
  • Target audience (new members in general, current members with one focus area, potential members who show interest in an area, etc.)
  • How the trade show moves your mission forward
  • Primary desired outcome 
  • SMART goals
  • The number of attendees you expect and the ideal date

It’s also wise to put together a core team with members who help you see details you might overlook. That collaboration saves you headaches down the road as you plan the show strategy. 

Note. Consider designating a trade show manager who can plan, organize and oversee the event. If you feel out of your depth, partner with an association management company (AMC) that specializes in handling all manner of events.

[Related: Keeping Association Leaders and Staff Accountable]

2. Determine Your Budget

The “trade show budgeting” step could carry an article on its own. The average annual trade show budget was nearly $1.4 million in 2023. That’s a significant investment to handle.

Suffice it to say that you must realistically allocate funds for main trade show needs:

  • Venue costs
  • Marketing and promotion
  • Exhibitor services, like your booth/exhibit fees
  • Operations, from wages to activities to catering
  • Technology, like public Wi-Fi networks
  • Overhead, including giveaways, promotional items and prizes
  • Contingencies — because they always occur

Weigh your available funds (including from sponsors and partners) against the total amount you need to hold the trade show. Compare that amount to how much your association hopes to make via the trade show. Adjust your budget accordingly.

Note. Accounting services are invaluable for trade show budgeting, and accountants partner expertly with trade show managers. Trade show publication EXHIBITOR offers self-serve resources, while an AMC like CM Services works closely with you on budgeting.

[Related: How To Find the Right Association Management Company]

3. Find a Venue That Works for Your Association, Attendees and Event

It’s time to find a venue that fits, and that can be tricky. For starters, look at multiple — if not many — venues. 

Ask yourself a few questions (or make sure your trade show manager does) about each space:

  • Do the venue and its appearance align with your association’s image?
  • Does it have the necessary amenities, like accessible parking, meeting rooms and audiovisual (AV) capabilities?
  • Is its pricing fair compared to other appropriate venues?
  • Can your attendees get there fairly easily, and do they have different transportation options available?
  • Does it have enough floor space for the number of people and exhibits you expect?

When you find a venue that fits the bill, lock in the location for the trade show dates. It never hurts to visit the venue personally with your core team before you sign on the dotted line. You get a firsthand “feel” of the space and its surroundings.

Note. Don’t forget about virtual and hybrid trade show options! For example, you can boost attendance and participation with a hybrid event. Attendees who may be unable to go to the venue in person can visit from anywhere.

[Related: Smarter Guestroom Block Management]

4. Spread the Word — Everywhere

Now that you have the hard facts down, it’s time for trade show marketing. 

Use every avenue available to you, and target your marketing to your main audience. Don’t limit yourself to print mailers, although they’re useful, too. 

Pursue avenues like these:

  • Social media posts
  • Trade show-exclusive web page 
  • Online registration portal
  • Targeted text and email messages
  • Internal newsletters
  • Press releases (print and virtual)

Ongoing marketing involves a lot of labor, but that’s how you get healthy attendance. Make sure your promotional efforts convey plenty of information: the five Ws, how to register, speakers’ names, special events and more.

Note. As the trade show draws closer, send a concise and detailed schedule. This doesn’t just give your attendees a rundown of what to expect — you build excitement around each event. You can try templates or count on your AMC for sharp marketing from an experienced team.

[Related: The Membership Recruitment Plan Every Association Should Implement]

5. Set Staff Roles and Responsibilities

Naming trade show staff is a time-intensive, careful task. Consult with your core team, and identify what roles you need to fill internally. 

You can outsource some labor, like security, but other roles likely need your staff or members:

  • Registration staff 
  • Exhibit/booth staff and management
  • Sales team staff
  • Operations staff, like booth/exhibit setup and maintenance
  • Basic troubleshooters, from wayfinding to IT support
  • Membership and signup coordinators

For trade shows, management with contingencies in mind also involves finding backup staff.

You may need to fill more roles, including caterers, janitorial staff and AV specialists. Much of this scope depends on your show’s size and your association’s industry. Your core team’s suggestions are crucial throughout the staffing step. 

Note. Your AMC works with you on staffing and training, including trade show managers. 

[Related: Creating an Effective Nominating Process for Your Association]

6. Design a Lasting, Immersive Experience

Both your booth and your show as a whole must be memorable to hit the mark! To that end, ensure your association’s exhibit reflects your mission and goals clearly — and with pizzazz. 

After all, a large part of your budget goes toward making your exhibit outstanding and the show’s operations steady. 

Fortunately, you have a bevy of outlets to make your trade show stick with attendees:

  • Games, raffles, giveaways and prizes
  • Social hours
  • AV hot spots, like touchscreens with headsets showing products or services
  • Live music 
  • Themed areas and pavilions
  • Artwork around the venue
  • Above-and-beyond catering
  • Quality presentations from industry leaders
  • Open forums, with leaders answering questions

That’s the tip of the iceberg. Think outside the box, meet with your core team, get on the same page and have fun (within your budget).

And remember: The more memorable the trade show, the more likely you are to reach and retain members. As an inspiring leader, you want to spark genuine enthusiasm when you hold or manage trade shows.

[Related: Unique Revenue Stream Ideas]

7. Weave Networking Opportunities Throughout the Show

In trade shows, management efforts must focus on networking. 

Your show illustrates industry trends while prompting partnerships, friends, membership and colleagues. So find concrete ways to nurture those connections! 

Consider using multiple networking routes, both spontaneous and structured:

  • Informal roundtable discussions
  • Show-centric hashtags that attendees can use to connect on social media
  • Speed networking events, where attendees meet one on one until a chime sounds
  • Friendly ask-me-anything sessions with industry leaders
  • Scannable QR codes on exhibits, where attendees instantly find contact information and summaries of an organization’s mission and members

Most ideas work online (like on Zoom) as well as in person. Like creating a lasting show experience, use your core team and your imagination to find fresh networking ideas.

[Related: No Silver Bullet for Association Success — It’s About the Members]

8. Hold a Post-Show Debrief and Analysis 

One of the most critical aspects of trade show management is what you learn after the event ends. 

Measure the show’s outcomes against the goals you laid out during the planning stage, including budget and earned revenue. Evaluate attendance versus expected attendance, and note the number of new memberships. 

Ask yourself and your team more questions to better plan for the next show:

  • Was the venue effective in that attendees could move and mingle comfortably?
  • Did public events have many participants?
  • What networking and experiential events had the largest turnouts?
  • Did your staff perform as expected (or better)?
  • Did any major tech hiccups happen?
  • Were your marketing efforts effective?
  • Which exhibits were the most popular?

You should have a sound idea of what efforts worked, which didn’t and what could improve. That combination of hard data and observation improves the next event. 

Note. Trade show managers are fantastic sources for both data and observation. An AMC like CM Services removes the guesswork by professionally debriefing your event and reporting data.

[Related: Big Data and Its Importance for Association Decision-Making]

9. Follow Up With Attendees, Exhibitors and Members

Trade show management doesn’t end when the doors close. 

Following up for feedback is a must. You show attendees and exhibitors that you appreciate their insights while gathering more data.

Try additional routes to get honest feedback and constructive criticism after a show:

  • Send online surveys via email.
  • Create social media posts with polls, questionnaires or surveys.
  • Use an internal website survey to ask association members who participated how they feel about the event. Let them answer anonymously.
  • Interview attendees, exhibitors, organizations and staff who participated if possible.

With solid numbers and open opinions, your future trade show management strategy is even more watertight.

[Related: Measuring the Effectiveness of Your Association Management Company]

Why Trade Show Management Is Worth the Effort

Managing a trade show demands focused effort and extensive planning. Still, it’s integral to raising awareness of your association — no matter your industry.

The numbers tell the tale:

We know we’re throwing numbers at you. 

Long story short: Trade shows help attendees, exhibitors and associations in a very real financial way. And the awareness, networking and community they foster are priceless.

[Related: Meeting Planning Done Right: 9 Tips]

Let CM Services Manage Trade Shows for Your Association

CM Services takes the helm alongside you, from planning to budgeting, marketing to trade show management and more. We’re a skilled AMC with decades of experience helping our clients advance their missions. 

Our suite of services, including our marketing and event services, ensure your trade show sails smoothly. Meet our team, explore our clients and see our work to get a feel for what we do.

Contact us for more information, and watch your association’s trade show exceed expectations.

Note. We proudly managed the Flooring Contractors Association’s (FCICA) 2022 Annual Convention and Commercial Flooring Trade Show: Take a look!

Featured image via Pexels

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