HOW TO ORGANIZE A TRADE SHOW?

Trade events, and more particularly trade shows, are becoming increasingly popular as a means of combining visibility, sales objectives and high ROI for exhibitors.

Organizational elements, on the other hand, can be time- and budget-constrained. From the choice of exhibiting companies to the creation of a communications campaign dedicated to showcasing the event, different resources are required to ensure quality service to exhibitors and trade visitors.

So why and how do you organize a trade show?

WHAT IS A TRADE SHOW?

The trade show, or “B to B” show, differs from the general public show in that the visitors are also professionals. They belong to the same professional sector as the exhibitors and may see the show as an opportunity to :

• find new business partners and suppliers;
• get an overview of what the competition is offering in the sector;
• meet professionals in the same sector, and expand your network.
• find inspiration, sales arguments and manufacturers to develop a new product, concept or service.

Whether it’s an annual event, or a more recurrent one, a trade show is one of those events that can boost a company’s visibility and sales in the space of a day or a few days.

So, even if there are a few constraints such as participation fees and the time spent anticipating your arrival and preparing your stand, it can be very advantageous to participate regularly in this type ofB-to-B event.

A WIDE RANGE OF PLAYERS

This type ofprofessional event involves 3 types of players with a central role:

1. Exhibitors, or professionals showcasing their products and services, and representing their company or brand.
2. Visitors who come to trade shows to, among other things, enhance their services: developing a new product range, adding to stock, or expanding a professional network.
3. Trade show organizers, who play a central role in event organization: rental of a space for a professional event, programming, exhibitor management, ticketing, welcoming professionals…

ORGANIZING A B-TO-B TRADE SHOW: A COMPLEX PROJECT

While a B-to-B trade show can meet a wide range of objectives, the same applies to the variety of themes and target audiences that can be defined. So the first step for a trade show organizer is to define its objectives, its theme, and its target audience.

Who will be the participants,who will be the visitors, and who will be the service providers in terms of communication and logistics… Answer these questions and draw up a set of specifications to guide the trade show.

A CHECKLIST FOR ORGANIZING A TRADE SHOW

In addition to drawing up an exhaustive set of specifications, organizing a trade show requires keeping a precise task list in which everyone’s role is indicated.

Providing quality services to exhibitors and visitors is a two-way project management process.

Here are the key elements of a task list for organizing a B-to-Bevent:

• Choice of a venue that meets your needs in terms of capacity and layout.
• Verification of location, accessibility and safety regulations.
• Detailed programming and ticketing for professionals.
• Choice of service providers: catering, reception of exhibitors and visitors, logistics, goodies… Call on professionals offering services adapted to your needs and budget for organizing your trade show.
• Marketing strategy and development of a communication plan to attract exhibitors and visitors, but also to analyze the performance of your event once it’s over.

EVENT ORGANIZATION: ENTRUST YOUR PROJECT TO LILLE GRAND PALAIS

As aprofessionalevent organizer, Lille Grand Palais takes charge of event projects from A to Z.

Offering both spaces dedicated to professional events and event services, our brand calls on experts who will make sure your event is organized in terms of technical management, catering, reception, security and cleaning!

But organizing a trade show with Lille Grand Palais means above all benefiting from exhibitor management and stand design adapted to the theme of your event.

With its 4 exhibition halls , Lille Grand Palais transforms your ideas and needs into tailor-made event projects.