How To Plan a Successful Expo

December 18, 2019

How can you plan for a successful expo?

  1. Build a team
  2. Create a budget plan
  3. Set event goals
  4. Create a fact sheet
  5. Find a location or venue
  6. Create a promotional plan
Mapping out a plan ahead of time is critical to the success of any event. Regardless of whether you are planning a local trade show or international exhibition, you must always establish strategic events planning to help you achieve your goals. In addition to that, planning saves you from panicking in between shows due to unexpected issues and additional expenses. Planning an expo typically requires a lead-time of at least 12 months to allow time for planning, revising, and implementing the strategies. With that, here is a basic list and a simple guide to planning your next event.

Build a Team

Building a team will require you to entrust positions to other people. Planning an expo cannot be a one-man thing. There are plenty of things that should be accomplished in a day and it is impossible for you to do it all alone. With that, it is recommended that you outsource manpower for less important tasks. Otherwise, here are the key people that any event team must have in order to carry out different tasks:
  • Project Manager
  • Events Planner
  • Marketing Manager
  • Sales
  • Operations Manager
  • Resource Acquisition

Create a Budget Plan

Hands of businessmen discussing a budget plan When creating a budget plan for the expo, you will need to develop a basic framework that can be revised along the way. Here are some of the expenses you must consider when writing the budget plan.
  • The cost of the booth for setting up and tearing down
  • Marketing, advertising, and promotional expenses
  • Miscellaneous costs such as decoration, storage, utilities, and security personnel

Set Event Goals

Before you start listing down goals, begin by asking yourself the questions that start with “why”. Questions like “why am I doing this?” can be quite general, yet from there, you are enabling yourself to traverse in the right direction. Setting goals will allow you to think of strategic ways to achieve them, and in the process, you end up planning for the event. Take a look at these simple factors you can base your personal event goals on:
  • Value For Money
  • Generate New Leads
  • Quality Of Production
  • Obtain Awards and Recognition
  • Target Quality Of Visitors

Create a Fact Sheet

Close up of a businessman typing on a laptop Regardless of what the industry the exhibition you are planning, creating a fact sheet will allow you to invite the right partners and clients to join in. Develop an exhibitor fact sheet kit complete with information and details about the event. These are a few of the things that a prospectus must contain:
  • Overview of the Event
  • Highlights
  • Basic Event Information (Dates, Location, and Time)
  • Visitor Profile
  • Benefits
  • Packages, Pricing, and Contract

Find a Location or Venue

Finding the right location depends on the type of event you are holding as well as the number of exhibitors you are planning on having. By finalizing the target number of exhibitors, you will be able to determine the right location and size of the hall or space. Take note: locating a venue before finalizing participants and the event type might lead you to certain event planning pitfalls. At all costs, avoid providing exhibitors with small, limited space. It is better to acquire a bigger size. With that, wait until you have finalized the number of exhibitors for a seamless acquisition of the venue.

Create a Promotional Plan

A businessman presenting to a room of his officemates Once everything has been planned from the location to the date of the event, proceed to develop your marketing plan. There are plenty of ways to advertise an exhibition event, here are some of them:
  • Email Marketing
  • Online Banner Ads
  • Flyers and Printed Ads
  • Social Media Marketing
In addition to all that, involve the exhibitors in the promotion. The more exhibitors that will exert effort in promoting the event, the easier it will be to reach the target consumer market. If the event you are holding requires entrance fees, make sure to promote early bird tickets and incentives to those who will purchase prior to the event.

Key Takeaway

From creating a budget plan to developing marketing strategies for promotion, planning an expo requires a lot of organization. Make sure to cover every detail to avoid additional and extra expenses. Moreover, always prioritize your exhibitors. If you do wish to hold an annual show, make sure to establish partnerships to expand your network and connections.

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