The Ultimate Guide To Shows & Events for Equine Businesses; Part 4: Essential Trade Show and Event Checklist

In this 5 Part Series, I cover:

1. – How to know if this is the right show
2. – How to plan & prepare for a show
3. – How to have a successful show stand
4. – Essential Trade show checklist 
5. – What to do after the show to keep the flow!

I’ve put together a checklist of things to plan prep and pack for a successful trade show.

You can download a printable version of the list here

PRE-EVENT PLANNING:

Decision Making:

• Identify ideal clients likely to attend
• Estimate footfall or ticket sales
• Consider vendor to visitor ratio
• Calculate event cost
• Define event intention and purpose
• Set target ROI
• Choose a reputable trade show organiser
• Explore promotional opportunities or sponsorships
• Determine logistics and setup requirements
• Assess duration and staffing needs
• Evaluate competition presence

Utilise tools like the calculator in a blog post about deciding if the show is suitable

STRATEGIC PLANNING:

Marketing and Promotion:

• Design and print flyers and marketing materials
• Finalise strategy and stand design
• Plan lighting and order banners
• Arrange furnishings and seating
• Prepare giveaway items and stock levels
• Set up payment processing
• Plan uniform/dress code
• Write out engaging questions
• Organise support team and engagement questions
• Brief team and identify hashtags/collaborators
• Plan photo opportunities and attire
• Connect with organisers on social media
• Create follow-up email templates
• Review staff needs, payment terms, and insurance
• Conduct risk assessments
• Ensure insurance cover

PACKING SUPPLIES LIST:

Furniture and Display Items:

• Tables
• Chairs
• Display stands
• Banners and signage
• Tablecloths

Lighting:

• Lighting equipment (lamps, spotlights, etc.)
• Extension cords
• Lighting stands & clamps

Stock and Giveaway Items:

• Products for sale
• Promotional items/giveaways
• Brochures and leaflets
• Business cards

Administrative and Stationery:

• Pens, pencils, and markers
• Notebooks or notepads
• Stapler and staples
• Scissors
• Tape (duct tape, masking tape, etc.)

Miscellaneous Supplies:

• Cable ties
• Velcro strips
• Safety pins
• Blue tack
• Rubber bands
• Command hooks or adhesive strips

Technology and Electrical:

• Chargers and power banks
• Extension cords and power strips
• Batteries
• Laptop or tablet
• Mobile phones
• Calculator

Health and Comfort:

• Water bottles
• Snacks
• Hand sanitiser
• Tissues
• Pain relief medication
• Small first aid kit
• Breath mints
• Glucose tablets

Cleaning Supplies:

• Wet wipes or disinfectant wipes
• Bin bags or rubbish bags
• Cleaning spray and cloth
• Paper towel
• Dustpan & brush

AT-THE-EVENT SETUP:

Stand Preparation:

• Set up stand with clear branding and message
• Ensure proper lighting and tidiness
• Create an inviting and safe environment
• Provide snacks and water
• Schedule rest breaks
• Safe storage for data 
• Safe storage for payments

POST-EVENT FOLLOW-UP:

Lead Management:

• Follow up with leads promptly
• Review event successes and areas for improvement
• Organise and store materials for future use
• Identify items needing replacement
• Utilise social media or PR for ongoing leverage
• Write a review of what went well and what could be improved
• Add photos to an album or file for reference
• Ensure everything is stored away properly for easy reuse