2017 is under way, and with a new year comes resolutions that drive us to be better. Seeing as we’re already completing the first month, many could already be behind on these or even have long since thrown in the towel! Between staying faithful to my 2017 plans and adapting to our first baby, my days look nothing like they did before. But what I know will be the key to success is creating good habits and routines. Mapping out my days allowing the time and effort required to best accomplish each task (if successful, 2018’s goal will be more sleep as I can see that is the trade-off).
Good habits and routines do not just apply to success in personal goals, but very much apply to those at our jobs too. Exhibit coordination and event planning is extremely detail oriented, and far too often is not allotted the time and forethought needed for optimal results.
Here are five habits to start now, before many of you have fully jumped into this year’s trade show campaign:
1. Map it Out
I have literally been in meetings with clients who look at the calendar, see overlapping events and say “we’ll figure that out when we get closer.” I promise, the anxiety already building at the point of noticing that problem will be nothing compared to when they face it in the moment. I recommend going through the calendar and laying in all scheduled and tentative events and create a plan of which assets will be where and when. Be sure to consider location in this as well. Toronto to New York City doesn’t look like it requires a tremendous lead time on the map, but trade show materials going through customs could add a week to the timeline.
2. Measure
This is so important, but often requires too much time for people to give consideration. Imagine the next time the worth of a show is questioned internally that you could provide total costs, show attendance, competitors exhibiting/booth size, leads/sales generated, a show recap and areas for improvement. This is a habit of the most successful trade show managers. Plan how to best record this information, and create post show reports to keep on file. That way when the show comes up a year later, you have the information right there instead of having to try and remember, or having no quantitive grasp.
3. Manage Deadlines
Procrastination is the industry standard. General Service Contractors (GSCs) know this, and prey on it charging 20-30% more for services ordered after the advanced deadline. Save thousands or even tens of thousands this year by setting the advanced ordering deadline as the drop-dead date for each show.
4. Maintain Exhibit Properties
Your trade show booth and other properties are on a nationwide tour all year, except unlike a rock band, there are no roadies managing and transporting them around. It is a good practice (and what we do with client properties stored in our facility) to set up the display upon its return from a show and preferably again before it goes back out. This ensures everything is working and all pieces are accounted for long before it turns into a show floor panic.
5. Delegate
Trade shows require a lot of work and attention to detail. Unfortunately, they’re also usually only a fraction of day-to-day responsibility. Build a team, be it internal or with outside vendors. Entrust them with a task or tasks that they can be counted on for. Meet with them regarding expectations and if their work is ongoing with you, plan to debrief following each show/event/month whatever the case may be. The good habit here will be communication with this team, details can be easily lost otherwise.
Having the best year for a trade show campaign, like achieving the personal goals reflected in resolutions, is not easy. The only way to maintain success long-term is creating the good habits now and carrying them through. I wish all of you success in your campaigns this year and hope these five habits will aid in that success.
*Be sure to take a look at our new “Trade Show Toolbox.” Fresh content delivered more frequently!*