Creating a Coffee Tradeshow Plan? Follow This Checklist

To Do Lists

Read the trade show manual end-to-end
Research the destination and audience of attendees
Budget and procure design and building services for the exhibit
Determine show staffing and budget travel
Determine requirements and begin the application process for staff visas (if necessary)
Create a calendar of critical dates and deadlines for services and administrative filing
Determine which utilities the show provides and what others (e.g., water, power, drain, cleaning, furniture rental, carpeting padding, etc.) must be purchased
Complete forms and pay fees for services at discounted “early bird” rates
Determine if there are rules or fees associated with the shipment and carrying of goods to the venue
Determine if health forms are required to serve brewed coffee samples
Determine insurance needs (required in the USA). Obtain trade show insurance from the show’s recommended provider or company insurer. Follow the rules to file the insurance policy with show organizers.
Reserve cupping room space (often limited availability)

Oversee and approve display production
Print and mount booth graphics
Order services from show providers (water, electricity, carpet padding, cleaning, furniture, etc.)
Identify coffee samples to bring and confirm a plan for roasting (advance or agreement with third-party roaster)
Identify meeting venues and restaurants for social activities
Inventory handouts or other marketing materials to determine gaps, create and re-print, as necessary
Develop new 1-page information ‘sell sheets,’ as necessary
Conduct a pre-show trade media campaign to build awareness and traffic
Add show and booth information to trade media advertisements scheduled to run at or near the same time as the event;
Add mention of event appearance on the website, in a newsletter, and in email signatures
Complete the show guide listing and select relevant categories, keywords
Pay outstanding invoices. Confirm payment information is on file with the show contractor in case of onsite orders
Make hotel reservations (check penalty for cancellation)
Ship display materials to advance show warehouse

Book air travel (unless previously required for the visa process)
Register staff as conference exhibitors or attendees
If using third-party roasting services, send green samples to the roaster. Although roasting days before the event, allow substantial time for shipment and customs delays
If brewing coffee: secure brewing, grinding equipment, airpots, cups and paper supplies
Develop an “elevator pitch” — a 30-second description of the company that can be told on demand
Promote participation and booth number on social media (Facebook, Twitter, Instagram)
Inventory office and display supplies. Determine which materials to ship ahead and which to hand-carry
Identify trade media contacts who will be at the event
Request a preregistered attendee list from show organizers and use it for personalized invitations. DO NOT solicit buyers by email indiscriminately

Schedule customer meetings, social engagements
Develop a list of talking points or standard information that all booth staff should know
Create a lead sheet with pre-printed form fields for name, company, email, notes about discussion and sales contact
Develop a short press announcement about some newsworthy activity or accomplishment to distribute
Purchase any last-minute supplies to hand-carry
Create a list of all booth staff attending the show with hotel information and mobile phone numbers for each, and distribute it to all staff
Determine what time staff must arrive (and where) for pre-show meeting
Schedule time and responsibilities for booth setup and tear down before and after the event;
Determine booth cleaning schedule assigned to staff
Determine booth staffing schedule for each day of the event (rotating to allow show viewing and meetings)
Develop a schedule of lectures, activities, events, and customers or competitor exhibits to visit

Confirm customer meetings
Conduct pre-show staff meetings. A 1-2 hour meeting held in advance at the show is recommended during setup or immediately before the event opening
Discuss show hours, registration process
Promote team spirit, collaborative message projected to customers
Discuss prospect qualifying procedures and collection/distribution of sales prospect information, lead sheets
Distribute talking points and information sheets
Explain and demonstrate nonverbal communication cues
Lead collection procedures (how to collect and distribute after the show)
Establish a policy about personal items and clutter
Establish a policy about personal food and beverages in the booth space

Hold a wrap-up meeting on the final day of the event to discuss challenges and successes (recorded for project notes)
Distribute lead sheet contact information from the show to staff
Discuss most and least favorite booths at the show. Discuss as a group and use constructive comments to approve future appearances
Thank all visitors by email. The staff person listed on each lead sheet completes the indicated follow-up actions.
Tally metrics (impressions, contacts, media contact, sales revenue, etc.)
Tally total costs
Record sales contact information associated with the show for future planning.
Analyze the cost per metric to determine if the show was a good investment.