Depending on the size of the trade show installation, production may begin as much as ten days before the event. Enormous differences in end cost can be realized by the efficient management of trade labor during the assembly (build) and disassembly (strike) of the exhibit. Always hire a Producer who is familiar with the venue and experience in union labor negotiation. Expect to "grease the wheels of commerce" and plan a contingency cash fund to overcome obstacles that always seem to appear suddenly when time is of the essence.

Proper prior planning prevents poor performance.

The first elements to put into place are the lighting grids and any objects, such as loudspeakers and logos, that must be hanged over the exhibit. The installation of electrical power, including estimated placement of floor connections, is best executed with the lighting.

The next element in assembling the exhibit is the rolling out of carpeting, which should be covered with thick plastic wrapping. Over the carpet, the walls and stages are built. Then exhibits, decorations, sound system wiring, plantings and props are moved into place.

At about this time, rehearsals of presentation may be brought to the exhibit although they may have been in progress, off site, while the builders have been at work. During this time, the lighting and sound are tweaked to perfection.

On the day before the event, the client should be shown a full rehearsal of all performance elements with full costume, lighting, sound, special effects and props. Be prepared for last minute runs to the hardware or consumer electronics stores. Have plenty of honey, cough drops, water, candy and cold drinks on hand, backstage, for performers. They will love you.

Now is also the time to position your booth attendees, work out their schedules for work, lunch and breaks. Test your registration systems, make sure you have enough handouts and "freebies" well placed for distribution and spend a few moments with your Producer to review the "above and beyond" costs of the installation.

After the rehearsal, make sure everyone gets back to their hotel, has a good hot meal and gets to bed early. The next few days will be exhausting. Gather your team together and thank them for their efforts during installation and in advance for the work they will do. Review their objective:

The purpose of the trade show booth is to create excitement, attract the passing crowd, fill the booth, educate the audience and allow your sales staff to identify hot prospects. An audience member who shows interest in the exhibits should be targeted at precisely the moment of educational satisfaction, when the interest to purchase is prime. That is when the booth attendant zeros in for the 10-20-30 interaction.

Note that neither customer education nor the closing of a sale is executed by the live booth attendant. Education is the task of the booth's physical design and the show personnel. Sales closings are done as soon AFTER the show as possible, never longer a month following. Resist the urge to waste valuable booth time closing a sale at the booth (unless the profit of that one sale will cover the cost of the event).