How to plan an exhibition or trade show

10 steps to planning a successful trade show in Scotland

Whether you are hosting a trade show, exhibition or expo, careful planning ensures a successful event. Below are 10 key steps for effectively planning and executing an exhibition or trade show here in Scotland.

1. Define your objectives

The first step is to define your objectives. What do you want to get out of this event? Holding a trade show is a great way to position your company as a key player and authority in your industry. By bringing professionals together in one place, you can foster new partnerships and collaborations. Giving you the opportunity to shape trends and set standards for the future. Whether you’re looking to launch a new product, collect valuable contact information or earn money from exhibitor fees, keep these objectives in mind throughout the planning process.

2. Set a budget

A well-defined budget is crucial to managing expenses effectively. Consider costs such as venue hire, staffing, technology and logistics. Be sure to allocate some extra funds for unexpected expenses, to allow for a little flexibility.

3. Set the date

Choose a date that allows plenty of preparation time and avoids conflicts with other major industry events. Then you can develop a timeline that outlines deadlines for key tasks such as booking exhibitors, marketing campaigns, staff training and event set up.

4. Choose the right venue

Selecting the right venue is a key consideration. Here at the Kingsmills Hotel, our flexible venue has hosted a wide range of trade shows and exhibitions, including food and drink, tourism and green energy. Whatever your industry, we provide spacious areas indoors and outdoors for your exhibitors and attendees. Located in Inverness, we’re in the heart of the beautiful Scottish Highlands. With good connections via air, rail and road. Talk to us to find out more and arrange a look around.

5. Develop a floorplan

An engaging layout enhances the attendee experience and exhibitor success. So, it’s important to design an efficient floorplan that optimises traffic flow, maximises visibility and provides interactive areas. Tools such as ExpoFP and Map Your Show can help with this. Also, ensure booths are visually appealing and easy for different exhibitors to brand and customise.

6. Secure exhibitors, speakers and sponsors

Exhibitors play a vital role in a successful trade show. You can also involve keynote speakers, workshop coordinators and other content providers. Reach out to contacts through industry networks, social media, email and postal invitations. Develop compelling sponsorship packages to attract sponsors.

7. Secure attendees

Next, you need to get the message out to potential attendees. Start by creating a dedicated website or a landing page on your company website, where you provide important details, such as the date, time, venue, list of exhibitors and registration process. Then develop a marketing strategy to manage online and offline activity, such as social media promotions, email campaigns, press releases, influencer partnerships and traditional advertisements.

8. Organise logistics and staffing

Coordinate transportation, storage, registration processes, setup, security and catering services. You can also implement technology such as event apps, digital check-ins and live streaming to enhance engagement and accessibility. Consider using services from local providers in Inverness to streamline operations. Allow plenty of time to recruit your team and conduct training sessions. Assign clear roles and responsibilities to ensure efficient operations.

9. Manage the event

On the event day, oversee setup, manage schedules and address any issues promptly. Be visible on the floor, so that you can see what’s going on, interact with participants and get the most out of the day itself.

10. Analyse and collect feedback

After the event, send out surveys to all attendees and exhibitors to gather feedback. You could also use analytics tools such as ExpoCloud to track attendee engagement and measure success against the objectives you identified at the start.

We hope you find this guide useful when planning a trade show in Scotland. If you’d like to find out more about our exhibition and trade show venue in Inverness, please contact our events team to discuss your requirements.