Trade shows are a cornerstone of many industries, offering invaluable opportunities for networking, showcasing products, and generating leads. However, as any seasoned exhibitor knows, these events don’t always go as planned. From technical glitches to unforeseen emergencies, there are numerous potential pitfalls that can disrupt your trade show experience. That’s why it’s essential to have a solid contingency plan in place. In this blog post, we’ll explore some key strategies for planning for the worst at your trade shows.
Identify Potential Risks
The first step in effective contingency planning is to identify potential risks. These could include technical issues with your booth setup, transportation delays for your staff or materials, health and safety concerns, or even natural disasters if the event is located in an area prone to them. Take the time to brainstorm and make a comprehensive list of all possible risks.
Examples of Risks:
- Fire in your booth catching the whole show on fire.
- Someone tripping on the ripple in your carpet
- Someone having an allergic reaction to your catering food
- Computer virus that knocks out your entire demo system
- Political unrest causing travel issues or protests inside the venue
- Your booth not showing up or being shipped to the wrong address
- Union strike removing the labor needed inside the event center
I have seen or heard of all of the above happening. (Don’t forget to think about the risks off the trade show floor – Staying Safe at Out of Town Trade Shows)
Assess Impact and Likelihood
Once you’ve identified potential risks, assess their impact and likelihood. Some risks may have a minor impact and a low likelihood of occurring, while others could have a catastrophic impact and a higher likelihood. Focus your efforts on preparing for the risks that fall into the latter category, but don’t ignore the smaller ones entirely.
Develop Contingency Plans
For each identified risk, develop a detailed contingency plan outlining how you will respond if it occurs. This might include backup equipment or materials, alternative transportation arrangements, emergency contact information for key stakeholders, and protocols for communicating with attendees and staff in the event of an emergency.
Some contingency plans are easy – if your demos are knocked out, switch the power points that show the same thing but are not interactive.
Some plans require creativity – if your booth didn’t show up, how do you acknowledge that issue while also still showcasing what your company does? Can you do “community build booth”? Can your company overnight some backdrops? What rentals does the show have to help you fill in your space?
Most plans just require flexibility, creativity, and some acceptance.
Communicate with Your Team
Make sure everyone on your team is aware of the contingency plans and their roles in executing them. Conduct regular training sessions and drills to ensure that everyone knows what to do in an emergency. Encourage open communication and empower your team members to speak up if they notice any potential issues or risks.
Stay Flexible
While it’s essential to have a plan in place, it’s also crucial to stay flexible and adapt to changing circumstances. Be prepared to adjust your plans on the fly if necessary and remain calm and composed in the face of adversity. A positive attitude and a willingness to problem-solve can go a long way toward mitigating the impact of unexpected challenges.
Review and Update Regularly
Contingency planning is an ongoing process, not a one-time task. Regularly review and update your contingency plans to reflect changes in your business, industry, or the trade show landscape. Learn from past experiences and incorporate any lessons learned into your future plans.
Planning for the worst at your trade shows is essential for ensuring the success and safety of your team and your business. By identifying potential risks, developing comprehensive contingency plans, and staying flexible in the face of adversity, you can minimize the impact of unexpected challenges and maximize your chances of a successful trade show experience. Remember, the best-laid plans are those that are thoroughly prepared and regularly updated.