Are you considering organizing an expo? A well-planned and executed expo can lead to tremendous success for your event. It can attract happy exhibitors, increase brand awareness, and foster valuable relationships. However, planning an expo comes with its challenges, such as low attendance, dissatisfied exhibitors, adverse weather conditions, and administrative nightmares.
But don't worry! In this article, we will guide you through the essential steps of planning an expo, ensuring nothing falls through the cracks. Let's dive in!
Step 1: Create an exhibit budget
Begin by creating a comprehensive budget for your expo. Consider various expenses such as booth costs, venue and exhibit facility rental fees, marketing expenses, insurance coverage, decoration costs, and travel-related expenses. Don't forget to account for potential booth sales income to balance your budget effectively.
Step 2: Select your drayage and decorating vendors
Choose reliable and reputable drayage (shipping) companies that offer professional shipping and handling services for your exhibitors. Look for companies with excellent references, as their efficiency and on-time delivery are crucial for a successful expo. Additionally, consider partnering with decorating vendors who can handle everything from pipe-and-drape to carpet and furniture, saving you time and effort.
Step 3: Design the exhibit space, layout, and usage
Carefully design your exhibit space to maximize attendee circulation and optimize booth or table space. Allocate areas for registration, lounges, eating areas, charging stations, and other amenities. Be sure to check if your venue has any restrictions on lighting, signage, or booth sizes. Collaborate with your show decorator and service vendors to get their valuable input. Make provisions for utilities like power, phone, and internet to ensure a seamless experience for your exhibitors.
Image: Planning an Expo - Source: Expo Logic
Step 4: Create an exhibitor prospectus
Prepare a comprehensive exhibitor sales kit, also known as a prospectus, to provide potential exhibitors with all the necessary information. This kit should include an overview of the event, highlights of the conference components, basic event details, attendee demographics, exhibitor benefits, and pricing information. Enhance the prospectus with engaging photos and testimonials from previous events. Make it available on your event website and have next year's prospectus ready to distribute during the current event to capitalize on the momentum and energy.
Step 5: Solicit exhibitors
Once you have your prospectus ready, it's time to reach out to potential exhibitors. Utilize industry publications, websites, email marketing, and social media to attract organizations in your industry. Showcase your current exhibitors' logos on your website to attract similar or competitive organizations. Highlight past attendee types and share testimonials to demonstrate the value previous exhibitors have gained from participating in your expo.
Step 6: Promote your exhibitors
Show appreciation for your exhibitors by promoting them on your event website, on-site signage, giveaways, and in the conference program. This gesture not only demonstrates your gratitude for their business but also helps attract future exhibitors who see the value in being associated with your event.
Step 7: Arrange for security
Ensure the safety of the exhibits by having security guards onsite during non-exhibit hours. This step provides peace of mind to your exhibitors and protects their valuable assets.
Step 8: Manage exhibitor registration
Make the exhibitor registration process smooth and efficient to leave a positive impression. Encourage exhibitors to register their staff online in advance, minimizing on-site registration lines. Consider using a registration system that can scan barcodes for quick check-ins and serve as a lead retrieval tool for exhibitors. A seamless registration experience sets the tone for a successful expo.
To ensure a stress-free experience for exhibitors, allocate enough time for set up and tear down of exhibits. Rushing exhibitors can lead to dissatisfaction. Consider hosting an appreciation event on the last day of your expo as a way to end on a high note. Additionally, gather valuable feedback and testimonials by sending exhibitors a post-event satisfaction survey. This information will be instrumental in planning future events.
Planning an expo can be overwhelming, but with careful attention to detail, effective communication with vendors, and an exceptional exhibitor experience, you can achieve remarkable success. Good luck with your expo planning journey!
