There are ways to establish your planning that will help you get organized and on the right track. The first step in doing this is to take the time to formulate your trade show goals.

Here are the top 10 questions that will help you get started:

1. Why are we at the show?

Figure out the primary reason for exhibiting (e.g., increase brand awareness and improve name recognition, strengthen industry relationships, going head-to-head with competitors, and to see as many buyers as possible).

2. What is our main objective?

Whether your intentions are to actively sell on the floor, gather new leads or meet with current clients, having a clearly defined objective will help you organize your booth to accomplish your goals.

3. What segment of our target audience will be at the show?

By now, you must know your target audience like the back of your hand, which means that this is the time to streamline your marketing efforts to be laser-focused on the show’s audience and appeal to their interests.

4. What is our message?

Offering a product or service that appeals to the needs of your audience is key to engaging them at your booth. Let them know you have what they need and show them how they will benefit from it.

5. How do we communicate our advantages over our competitors?

It’s not enough to simply brag about your product or service and say it blows away the competition. Incorporating your advantages through live demonstrations, graphics and booth activities will keep the audience engaged and allow them to see the benefits for themselves.

6. What are our shortcomings and how can we improve on them?

Admitting weaknesses is the first step to improving the overall health of your company. Identify important issues, such as the improvement of staff training on product knowledge and ramping up social media marketing before the show so you can formulate a plan to improve on them.

7. What are our competitor’s strengths (and weaknesses)?

Your competitors will most likely be exhibiting at the same show, so it’s a good idea to do your research to find out what they have done in the past to draw attention to their booths (or why prospects might have passed them by). Then, take it up a few notches to position yourself above them.

8. Can the keywords to describe our company be communicated through graphics?

Using graphics is the best way to communicate your brand and allows attendees to grasp your company’s message quickly. Most passers-by will do just that – unless you give them a reason to stop.

9. Can we integrate an effective demonstration into our event?

Demonstrations are like adult versions of “show-and-tell” and are extremely effective in showing off your product quickly and easily. If you’re considering a demo at your booth, develop one with a “wow” factor to lure in visitors and create a buzz at your booth.

10. Who will be coordinating the event?

As simple as this question may sound, selecting the right team of individuals is an important factor in coordinating a well-oiled event. Deciding on who will play each role and delegating their duties is the first step to creating a platform of good communication through each stage of the event.

Once you have these 10 questions answered, you will be well on your way to developing the best trade show strategy – one that will deliver on your trade show goals and get the outcome you are looking for.