Introduction

GE’s most frequent exhibitors participated in a process-mapping session to produce the ideas contained in this section. Use these ideas as a process framework, modifying them as necessary to suit the exhibit needs of your business.

Project Scheduling

Establishing a schedule at the start of an exhibit project—and adhering to its deadlines—is one of the best ways to control exhibit costs.

The steps required to plan, design, and mount a large tradeshow exhibit are detailed in the Project Scheduling Outline on pages 02.02 to 02.03. Collectively, the steps comprise a comprehensive project schedule, accounting for all the details required to develop an exhibit within a specific budget and deadline.

The development of small exhibits follows the same general set of steps, but some steps may be combined or omitted, as needed.

Note: For the convenience of personal computer users, this stepped process is available as a template in the Company’s project scheduling computer program. For more information, contact the exhibit supplier account manager assigned to your business (see page 01.08).

Working with the exhibit supplier account manager assigned to your business (see page 01.08), use the outline and sample in this section (pages 02.02 to 02.07) to determine the deadline dates for each task required in your exhibit.

Budgeting

Once your overall tradeshow budget is established, you may use either of two methods to estimate the cost of a particular exhibit:

•Get help

•Do it yourself

These budgeting methods are described on page 02.10.

The project scheduling outline at the right and on page 02.03 contains all the steps required to produce an exhibit for a large tradeshow. For smaller exhibits, some steps may be combined or omitted, as required.

I.Annual Exhibit Plan

A.Define objectives and identify tradeshows

B.Review message and develop message matrix

C.Make staff assignments for each tradeshow

II.Budget Review

A.Review floor space needs and choices and reserve

B.Establish annual tradeshow budget

C.Review facilities needs for accommodations, events, off-site demos, and other activities

D.Review special needs for off-site events and promotions

E.Set budget for each tradeshow

III.Internal Communications Plan

A.Define strategy to implement tradeshow plans

B.Plan periodic updates of goals, tasks, deadlines, and logistics by all involved, including exhibit supplier

IV. Pre-Tradeshow Launch Meetings

A.Review chosen space and its relationship to competitors on tradeshow floor

B.State objectives and purpose of tradeshow (for example, to generate leads, to enhance image)

C.Define measurement—who, what, how to implement

D.Analyze competitors

E.Prepare pre-tradeshow plan—state objectives, themes, product emphasis

F.Debrief from last year’s tradeshow, including review of exhibit surveys

G.Identify booth team members, captains, and assistants and outline responsibilities

H.Develop communications plan, including related MarComm activities

I.Develop initial plan for tradeshow literature, give-aways, and promotions

J.Plan tradeshow-related customer events

K.Define advertising opportunities

L.Book accommodations and area restaurants

V.Project Planning with Exhibit Supplier

A.Create and communicate detailed project plan, including timing and accountability

B.Meet with exhibit supplier to review strategies, scope, special needs, and so on

VI. Booth Design: Phase A

A.Develop booth concept

B.GE reviews concept with exhibit supplier for design layout options

C.Exhibit supplier prepares cost estimate

D.GE evaluates design against objectives and provides comments

VII. Lead Planning

A.Determine lead capture mechanism

B.Formalize lead follow-up—who and how

VIII. Booth Design: Phase B

A.Develop design based on GE’s comments in Phase A

B.Detail custom elements, if required

C.Define scope of graphics

D.Review overall costs

E.GE evaluates design against objectives and provides comments

IX. Booth Design: Phase C / Graphics: Phase A

A.Develop design based on GE’s comments in Phase B

B.Prepare final layout with product and demo placement, count of exhibit elements, and costs and present boards and scale drawings

C.Review any custom elements

D.Prepare preliminary layouts for all graphics

X.Parts and Content Gathering

A.Gather content internally for final graphics production

B.Gather products internally from GE or

OEMs

C.Arrange delivery to exhibit supplier for mounting

continued

XI. Live Show and Presenters

A.Develop themes and write scripts

B.Revise and approve scripts

C.Audition and select actors

D.Develop stage production and select props

E.Conduct rehearsals

XII. Graphics: Phase B

A.Develop detailed comprehensives of graphics

B.Change and update graphics based on GE’s review

C.Approve final graphics

XIII. Public Relations and Pre-Tradeshow Publicity

A.Define scope

B.Identify target audience

C.Review tasks and logistics for pre-tradeshow publicity, press kits, photography, invitations, and conferences

D.Design, print, and assemble packages and distribute, as required

XIV. Tradeshow Services

A.Define scope

B.Review logistics and define responsibilities

C.Obtain bids for installation/dismantle, shipping, and other miscellaneous services, as needed

D.Contract services

XV. Exhibit Survey Preparation

A.Define goals for tradeshow survey from exhibit surveys

B.Prepare information for independent performance survey of exhibit supplier and outside services

C.Contract services with independent survey firm

XVI. Final Team Strategy Meeting

Attended by internal GE team and exhibit supplier design and project managers

A.Review and confirm all logistical details— responsibilities for tradeshow services, labor, transportation, drayage, phone numbers, accommodations, dates, audiovisual, electricity, and so on

B.Provide booth staff schedules and training (outside host/hostesses, presenters, and so on)

C.Select booth duty team

D.Distribute and discuss final schedules

XVII. Staff Training

A.Schedule time and place to train all staff at tradeshow and prepare training packets

B.Review training at end of first day

C.Review responsibilities

D.Conduct dress rehearsals

XVIII. Tradeshow

A.Debrief daily

B.Conduct special programs and events, if any

C.Gather and manage leads

XIX. Dismantle and Ship

A.Exhibit supplier ships to storage or next tradeshow

B. Confirm return of any materials to GE

XX. Post-Tradeshow Lead Management

A.Organize and distribute leads B. Enter leads into database

C.Prepare lead reports

XXI. Post-Tradeshow Review

A.Review objectives met or missed and discuss reasons

B.Review performance surveys for exhibit supplier

C.Write post-tradeshow report based on

-objectives and results

-competition

-action items for next tradeshow