Tradeshow Success: A Step By Step Guide to Hosting Your Event

Planning to host a trade show or vendor event is just like planning any other event – and also nothing like planning any other event. These opportunities for vendors to present themselves to customers or stakeholders require all of the planning that any large event does, but they also present a unique set of logistical needs that can’t be overlooked. The planner has two sets of constituents to satisfy; both the vendors and the attendees will need to have a positive, beneficial experience for the event to be a success. Let’s look at how it can be achieved!

Photo by: avad3 Event Production, teammates plan onsite at an event.

Event Planning & Preparation

From day one of planning, the objective of the event should be clearly identified. What is the purpose of holding the event? What do the goals look like? The answers to these questions should be considered every time a decision is made in planning. One of the decisions that must be made is to choose the event format. If it will be in-person, a suitable venue and the necessary event vendors should be secured. If the event is hybrid or virtual, you’ll need to speak with a production company to ensure your technology is capable of effectively handling the demands for a flawless experience.

For logistical success, a key strategy is to plan early and strategically. You do not want to be in a position of having to work with unproven event vendors or scramble to handle details at the last minute. Create a planning timeline and consult with vendors who are familiar with similar events so that nothing is overlooked. Finally, prioritize working with your production company to select the right technology. Even if there won’t be a virtual component to your event, technology will still play a huge role. Your audio, video, and lighting will need to be on point, you may want digital wayfinding signage, and you’ll probably want to consider creating an event app and online resources. The options are endless and a great production company can help you make the best choices for your budget and goals.

Photo by: avad3 Event Production, teammates view and discuss our printed event plans.

Building the Event

Once you’ve got the framework for your event in place, it’s time to start selecting the vendors who will have presentation space. You will need to establish the criteria for determining appropriate vendors, while ensuring you build a diverse and appealing vendor community. Consider who your guests will expect to see, but also be creative and don’t overlook adjacent interests. For example, a show marketing wedding planning vendors to brides would also benefit from home goods or travel representatives. Make sure every participating vendor will be beneficial to the attendee experience.

In addition to the presenting vendors, it’s important to target the right sponsors and industry partners for the event. Look for ways to pair with those that have goals in alignment with your own and whose participation can add value to the experience for participants. Once you’ve got a great team in place, focus on marketing and promotion. Develop an effective advertising strategy that showcases what your event will accomplish and how it’s unique. Make sure you utilize social media, community platforms, and free advertising channels. Provide ample graphics and information for your presenting vendors to share so they can spread awareness as well.

All of the vendors that you hire to help execute the event are important, but perhaps none more so than your production company. The setup for a trade show is complex and the needs are many. An experienced event production company will have valuable input on every aspect of the event, from space layout to sound and lighting needs to scheduling. They’ll make maximizing your budget a priority and provide suggestions for innovative ways to incorporate technology efficiently and in ways that inspire and create interest. Your production company can be an invaluable partner throughout the planning process and will be your biggest asset in seeing your event proceed flawlessly.

Photo by: avad3 Event Production, teammates discuss plans with client.

Enhancing the Event Experience

When it’s time to focus on the content of the event itself, prioritize finding methods to enhance the experience for participants. Focus on the process of building connections and ensuring meaningful interaction among attendees. Consider the logistics, from the timeline to the space layout, and how they affect this process. Look for ways to engage attendees through interactive elements such as vendor passports, door prizes, and goody bags. Be intentional about the ambience and setup. Create a welcoming environment with thoughtful choices regarding arrangement and décor. Talk to your production company about ways to use lighting and sound to bolster this effort.

Post Event Activities

Your job isn’t done after the event is over! Focus on keeping attendees engaged through follow-up actions. Gathering feedback is an important way to gauge your event’s success, what worked and what could be improved for next time. Have conversations soon after the event with presenting vendors, partners, and event staff to thoroughly evaluate the event. There are always great takeaways to be had upon reflection.

A tradeshow or vendor event has a lot of stakeholders and moving parts. Throughout the planning and execution of the event, keeping the focus on producing a meaningful and valuable experience for all involved is essential. A professional event production partner can provide expert guidance every step of the way and help ensure you have a flawless event. We’d love to visit with you about how we can help make that happen for you!