I might not be a quarterback or even a coach, but I know a thing or two about playbooks. This collection of key moves is critical to any successful trade show. That's right ... I said trade show.

In fact, I'm developing my next trade show playbook right now as I prepare for an upcoming trade event. My company has reserved a 10 x 20 booth, and we'll have 12 associates attending this trade show. For that reason, it's important that we are all on the same page in terms of goals, expectations and even schedules. That's why I make playbook development a key step in my trade show preparations.

In this issue of Promotional Consultant Today, I'll share with you the key elements that I include in my trade show playbook each and every time.

Meeting Overview: This section of your trade show playbook should provide a brief summary of the trade show, conference or meeting in which you are participating or exhibiting. It should include the purpose of the meeting, the audience mix and even a background or history of this event.

Show At A Glance: I include all the basic details in this section of the playbook for quick reference. This includes information such as: hotel name, location and telephone number, exhibit hours, short summary of the conference schedule and even information about badge pick-up.

Company Attendees: Next, I include the list of all associates from my company who will be attending the show. In this list I include their name, title, department, email address, arrival/departure dates and cell phone numbers (with their permission, of course.) If any of these associates have a larger role at the event (i.e. facilitator or speaker), I indicate this as well.

Objectives and Event Messaging: This is a critical element of the playbook that ensures consistent messaging across the team. In this section, I first include the company's objectives for attending the show. In other words, what are we trying to accomplish? What results will make this show a success?

Then, I include the company's high-level message, value proposition, reason for participating in the show and three to four key questions that can be anticipated and answers to these questions.

If you have a large organization with multiple divisions represented, you might consider providing messaging for each of your key divisions.

Booth Information and Schedule: This is another critical component of the playbook, ensuring there is clear communication regarding the booth. After all, your booth is your home-away-from-home headquarters or storefront. In this section, I include the schedule for who is manning the booth and when their shifts take place. I also include the booth number/ booth location in the exhibit hall. I even include a graphic image of the booth itself, so associates know what to expect.

In addition, I provide a summary of any promotions or giveaways that will take place at the booth as well as logistics for lead retrievals.

Booth Etiquette Reminders: Following the booth details, I include some do's and don'ts regarding booth etiquette and communication at the show, such as:

  1. Show up on time to work your shift in the booth.

  2. Dress professionally. Dress in brand colors when possible. Wear comfortable shoes.

  3. Greet each customer who enters the booth.

  4. Stay off your cell phone when working in the booth. Be engaged with others.

Marketing and Promotion: In this section, I include key marketing and promotional activities used to drive attendance to the booth. I break this down by pre-show drivers, show giveaways and post-show follow-up.

Finally, I often include follow-up supporting documents that the team could use as a quick reference, such as a map of the hotel layout, map of the exhibitor hall and the full show agenda.

If you are responsible for your trade show presence, consider the use of a Trade Show Playbook to drive consistent messaging and engagement across your team.

Source: Cassandra Johnson is a tech-savvy marketing communications consultant and freelance writer. She reports on the latest trends in the promotional products industry, public relations, direct marketing, e-marketing and more. She supports clients in a variety of industries, including promotional products, hospitality, financial services and technology.