Your exhibition marketing plan should include:

• Measurable objectives
• An exhibition plan, timeline and budget
• Target audience
• Key message(s)
• Promotional campaign consisting of email and direct mail
• Website promotion
• Reasons why visitors should come to your stand
• Identification of what the visitor will achieve by visiting your exhibition stand
• Pre-show, at-show and post-show PR campaign
• Dedicated and fit for purpose lead recording system
• Stand staff selection criteria
• Stand staff training and pre-show briefing
• At-show briefings
• Exhibition literature or give-away information
• Sponsorship opportunities
• Post-show follow up procedure
• Measurement tools