Making the Most of Promenade

Before the Show

Research attendees - Review the list of expected retailers, media, and other attendees. Note key contacts you want to meet.
Set meetings and appointments - Email key attendees and buyers to schedule appointments at your booth during the show.
Update lookbooks/line sheets - Have updated visuals and information on your latest collections and products to share.
Prepare sales materials - Have order forms, wholesale pricing guides, minimums, delivery timelines etc. on hand.
Design booth display - Rent fixtures, lighting, racks, shelves and order signage to showcase your brand and products.
Ship samples/inventory - Arrange for shipment of all products, samples and booth materials to the show.
Plan staffing - Have enough sales reps and support staff to fully cover your booth.
Brief team - Review goals, talking points, appointments with all staff working the event.
Business cards - Have plenty of cards to hand out.
Technology - Confirm tablets, payment systems, electronics needed are ordered.
Promotional items - Order branded giveaways or snacks to help draw buyers to your booth.
Follow-up system - Have a process to collect leads and follow up after the show.
Review FAQs - Prepare staff to answer frequently asked questions.
Social media - Promote your participation and tease products on social channels.
Shipping home - Arrange shipment back of all unused products and materials.

During the Show

Set up booth - Unpack and neatly arrange all merchandising, displays and materials in your booth space.
Check lighting, electricity - Confirm all booth lighting, electricity and technology is working properly before show opens.
Keep booth clean - Maintain a neat, organized booth space throughout the entirety of the show.
Manage inventory - Keep close track of what samples and inventory items are being shown or given out from your booth.
Restock when needed - Have additional inventory on hand or a plan to replenish popular items.
Capture buyer information - Diligently collect business cards and contact info from all buyers visiting your booth.
Discuss orders - Be prepared to provide pricing, minimums, timelines and other order-related details.
Follow up on appointments - Honor all scheduled meetings and appointments with buyers and retailers.
Attend educational seminars - Take advantage of any relevant workshops or seminars offered at the show.
Network with brands - Introduce your brand to other exhibitors and collaborate on potential opportunities.
Take photos - Document your booth, products, staff and visitors for post-event promotion.
Manage social media - Post photos, updates and engage with your audience in real-time.
Wrap-up meetings - Set aside time each day to meet with staff and recap the day's leads, sales, and action items.
Send meeting follow-ups - Quickly follow up in writing with all buyers and new contacts after meeting them.
Organize leads - Keep track of all new contacts and leads in an organized database.
Break down neatly - Carefully pack up all materials, displays and excess inventory as the show closes.

After the Show

Send thank-you notes - Send a thank-you email or card to all buyers and contacts met at the show.
Organize leads & orders - Enter all leads, orders, and new contacts into your CRM system or database.
Follow up on orders - Reach out to buyers who expressed interest or placed orders to finalize details.
Send order confirmations - Provide official order confirmations and invoice paperwork for all placed orders.
Create show report - Analyze results, leads, metrics and prepare a presentation recapping the show.
Evaluate successes - Review what products, displays, or areas performed well at the show.
Review areas for improvement - Note any areas that need improvement for the next event.
Send press kit - If media attended your booth, provide them with official brand press kit.
Repurpose content - Use any quality photos, videos or testimonials collected in your own marketing.
Issue press release - Draft a post-show press release to update the industry and media on your participation.
Update inventory - Make adjustments in inventory to reflect orders and items exhibited at the show.
Manage social media - Continue engaging with new social media followers/connections established at the event.
Plan for next show - Start planning and budgeting to build on this show's momentum for the next one.
Thank your team - Recognize your sales team and staff for their hard work.