Organising a trade fair

What do you want to convey and what do you want to achieve? Do you have a community you want to inspire or do you opt more for a networking event? Do you mainly want to disseminate information or generate leads? Decide what you want to achieve with the fair and set objectives.

Organising a trade fair costs money. Think of the venue, technology, catering, marketing, staff. And, not unimportantly: unforeseen costs. Determine the budget first, then the rest.

Do you know how many people are coming (approximately)? Then you also know what kind of event venue you need. If it is your first time organising an exhibition, choose a venue with a lot of experience in hosting events. That way you can rely on someone else's expertise. At Jaarbeurs, for example, we like to think proactively with you, and we can provide extra support with the programme or interpretation of the event.

There are so many things to think about. Chances are you will overlook some. Arranging the catering, for example. Or sending reminders to participants. The entrance tickets. A thank-you note to the speakers. Oops! With a checklist, you keep control.

Trade show marketing is still an understudy. And yet it is so important. Use your socials, work with an e-mail campaign, send press releases and dig into your customer database. Extra tip: include your target group in the organisation of the trade fair, that way you keep them involved. What can they expect, for instance? Record previews or have speakers give you a sneak preview.

Once you have the big stuff sorted out, it's time for your script. This sets out when what happens and who is responsible for what. Make sure you have the 4 W's in it anyway: When, Where, What and Who. Note: don't forget to include important names and phone numbers at the front of the script. That way you have everything at hand.