A well-known shipping company likes to remind us of their passion for logistics, but trade show marketing veterans know that UPS isn’t the only one who knows the value of logistic thinking.
Let’s say that you are tapped by your company–or that you are the company, and you have assumed the job of trade show coordinator. You’ll need to arrange the shipping of the booth, the printed brochures you’ll be handing out at the show and thousands of promotional items currently stored in a warehouse in Kansas City. Ideally, all these items will arrive at the trade show site at the place you agreed to in advance with the shipper. The booth will need to be set up.
All of this should happen the day before the show, which means the trade show coordinator should arrive a full day before the rest of the staff.
Fly Direct
This might be more expensive for the company in terms of airfare, hotel and per diem, but this is one of many areas where it’s best to spend a few extra bucks to ensure a smooth running show.
For example, it may be cheaper to use a well known hub such as O’Hare International in Chicago, to get to other destinations in the Midwest. But generally, this is a bad idea. Travelers from the West Coast have probably already endured a stop in L.A. or San Francisco, before heading to the Midwest. If possible, fly direct or with a maximum of one stop. Obviously, the fewer connections the less chance there is of getting cancelled or over booked or switched to another airline, or getting hung up by delays, all of which happen more frequently at O’Hare.
If you must connect, try to find a “road less travelled” hub like Phoenix (US Air), which has connections to the Midwest. Eastern travelers have more options. The reason so many trade shows are in Nashville and St. Louis is these cities are less than a day’s drive from a majority of the U.S. population.
All of this may be complicated by the fact that your travel is booked by someone who doesn’t travel, has no idea about which airports to avoid, and has been tasked with saving the company a few bucks by going on Orbitz.
Hotel Smarts
Which leads us to hotels. Unless you’ve been to the venue, it’s hard to know which hotel is the best value and there’s a certain disappointment in showing up at the hotel you booked online only to find it doesn’t look like the picture or is located next to a hospital, so there are sirens all night. Online rating services like Yelp might be helpful.
One way to distinguish hotels are those that have a gym and preferably an indoor pool, and those that don’t.
To save on cab fares and commuting hassles, stay at a hotel that is within walking distance of the trade show. Ideally, you’ll use the rental car only to drive to the hotel and to drop it off on your way out.
Figuring out the logistical details and trade association issues ahead of time makes it more likely the show will be a success.
