There are multiple methods of advertising and displaying company products and services. Thus determining the best method to ensure the highest return on investment can play a big role. Trade shows allow businesses to advertise directly. to potential customers and clients.

Trade show coordinators have multiple duties and responsibilities that must be taken care of. These responsibilities do not solely focus on trade show day but include pre-show and post-show responsibilities. The event coordinator will be tasked with responsibilities leading up to the events such as research and budget creation and post-event tasks such as gathering leads and feedback from the attendees.

A trade show event coordinator is one piece of the puzzle that can ensure the business of a successful trade show event. The individual will work with a team to create the ideal trade show that will produce sales, leads, and advertising to customers and potential clients. The coordinator will take charge of organizing, planning, and running the entire show.

Pre-Show Planning

Pre-show planning is the period before the day of the trade show. The pre-show provides the event planner with a dedicated time frame to organize, create and build the trade show from the ground up.

Conducting Market Research to Identify the Right Trade Shows to Attend

Not all trade shows are created equally. Most industries have their own trade show and events, thus determining the best show to visit can become a difficult task. The main focus should be to determine the goal of attending or hosting a trade show event.

Coordinators can dive deep into the market to analyze competitors and customer needs, which will provide guidance on what type of trade show to attend or host. Companies can attend trade shows within their industry, or potential clients’ trade shows to observe and scout the products they offer.

Creating a Budget for the Trade Show

There are many expenses to account for when planning and hosting a trade show. It is the coordinator’s responsibility to communicate all prices to clients. The event manager must identify all expenses to ensure the company has the financial support to host a trade show.

The organizers will create a budget that must be approved by the financial office within the company. This will ensure that there are no unnecessary expenses. This will provide the managers with an overview of where the money will be going and why it is a necessity. The budget will clearly state what the expenses will be.

Coordinating with Vendors and Suppliers to Ensure the Timely Delivery of Materials

A trade show’s prerequisite is that all the equipment and products are in place before the customers and clients arrive. Thus adding coordinating and communicating with vendors and suppliers is a massive responsibility that falls on the organizing team. There are many different methods of ensuring timely delivery and the team must determine and decide on how to obtain it.

Designing and Ordering Promotional Materials

There are a variety of options when determining the best promotional material. The aim of the material however is to showcase the company’s brand, products or services, and information about what the business is all about.

Printed materials and banned are some of the promotional materials that must be taken into consideration. The attendees must be able to spot the company’s booth or identify the type of trade show from first sight. This will ensure that the best potential customers and clients are present throughout the event.

Check Out Promotional Marketing Materials – Why You Need Great Marketing Materials to Promote your Business:

On-Site Responsibilities

On-site responsibilities will be present throughout the pre, post, and on the event day. The coordinator must be present to ensure that the setup and tear-down are done properly and that all potential customers are taken care of on the day.

Overseeing Booth Set-up and Tear-down

The organizer must be present to ensure that the companies are set up in the correct locations. The coordinator will provide clear booth requirements and guidelines for the building and tearing down of the booth. A clean station must be given to the companies to set up their booth, and clean stations must be left behind when they have taken down the booth.

Ensuring that all Materials and Products are Properly Displayed

There is no benefit of purchasing marketing and promotional material if customers are not able to see it. Thus falling on the entire event management and marketing team’s shoulders to communicate and direct the team to ensure that all advertisement is displayed properly. This will draw customers to the trade show.

Managing Staff and Ensuring they are Trained and Knowledgeable about the Products/Services Being Showcased

The entire team must have knowledge of all products and the corporation to provide clear information. The customers must be educated with clear and concise information. The team must have a course on the products to ensure that they display and inform the customers in the best way possible. 

Interacting with Attendees and Potential Customers

A friendly face is a must at a trade show. The team that will be present at the trade show will be the first line of interaction and communication. Thus educating them on how to communicate and interact with attendees can ensure that sales or engagement leads to purchases at a later stage.

Post-Show Follow-Up

The post-show responsibilities of a coordinator will be to contact and determine the success of the trade show. The organizer must be able to provide leads and feedback to the top management on the trade show.

Gathering Leads and Following up with Potential Customers

Leads are prospective customers that are interested in the products and services the company has to offer. Thus following up with them will create the personal connections customers want from corporations. These follow-ups can ensure a future recurring customer for the business. There are multiple methods of interacting and connecting with leads. The aim should finally be to obtain a new customer.

Conducting a Post-show Analysis to Determine the Success of the Event

A trade show can only be evaluated and justified in one way. Whether or not the event was a success. The goals set beforehand for the trade show must be evaluated and the team must determine whether the show was a success.

Identifying Areas for Improvement for Future Trade Shows

Everything planned does not mean it will reflect and occur in that fashion. The coordinator must evaluate and communicate with the team and identify areas where they can improve. The team can improve with every event, and ensure that any future events are better and more successful. 

Skills and Qualifications of a Trade Show Coordinator

There are certain common skills and qualifications that will determine whether an individual will be an excellent trade show coordinator. Not all of these skills are necessary, but the more that is present, or improved the better the chances are to be a coordinator. Negotiation skills can be useful in strong planning and hosting a successful event. An enthusiastic team player with communication skills is a step in the right direction.

Communication and Interpersonal Skills

The coordinator will be working next to and with a large group of people. The management team must be given updates on the trade show. The coordinator must communicate with the rest of the team, and he manages to ensure that the booth and show run as smoothly as possible. The coordinator must work and improve their interpersonal skills to ensure a successful career in coordination.

Attention to Detail and Organizational Skills

Focusing on the small and finer detail of the booth and planning thereof plays a key role in the skills of the coordinator, especially in a fast-paced environment. The individual must be able to organize and build a booth according to set detail and information. Organizing and placing every part of the trade show booth in place is a key responsibility and skill needed.

Ability to Work Under Pressure and Meet Deadlines

There will be a lot of pressure on the coordinator to complete tasks before set deadlines. As the trade show has a set date, all tasks will have a date to be completed. The candidate must thus have the capacity to work under pressure to complete tasks on tight deadlines.

Marketing and Sales Experience

The coordinator might not be present at the booth at all times during the trade show, however, experience in marketing and sales is a must. The coordinator will educate and inform the sales team on what to share and how to ensure a sale or lead. The individual will have to provide the marketing team and sales team with direct tasks and objectives to ensure a successful event. Experience in event management and skills for trade show booths will be beneficial.

Tools and Resources for Trade Show Coordinators

Conference Source

Companies can make use of outside sources to create, build and run a successful trade show. Not every team has a set coordinator and by simply acquiring an outside source, the team can reduce the stress that is accompanied by trade shows.

Professional Associations and Networking Groups for Trade Show Professionals

Associations and networking groups allow the company to stay up to date on potential trade shows and events. These associations want to assist the industry with growing and building towards a better future for the entire industry. Thus being connected to different associations will keep the company in the loop of what and where the next big thing is happening.

Training and Education Opportunities for those Interested in Pursuing a Career as a Trade Show Coordinator

There are various ways of pursuing a career as a trade show coordinator. Some organizations prefer an education, while others promote experience and skills. According to Zippia a bachelor’s degree in marketing, business, or communication.


What Is A Tradeshow?

This is an exhibition where different companies within an industry present and display their products and services to potential customers. 

What Is The Average Trade Show Coordinator’s Salary?

On average a coordinator can get paid up to $19 per hour, or a salary of $38,487 per year. This can differ depending on the experience, company hire, and qualifications of the coordinator.

Final Thoughts

Being a coordinator of a trade show can be a technical and stressful occupation. The individual will be tasked with pre, on day, and post-trade show responsibilities all of which will ensure a successful in-person or online trade show.

Companies need a set individual in the team in the form of a coordinator because they will be able to create, build and run a successful show. This role can be outsourced to even companies. However, the main aim for businesses is to be present at a trade show. This will allow direct contact with potential customers and clients.

Sabine Ghali

Kelly Murphy


Certified Meeting planner with 20+ years of event management experience, founder of ConferenceSource, expert in meeting facility sourcing & contracting in North America, Europe, South America and Asia. Kelly will manage your budget as if they were her own, negotiating the best possible rate and hotel contract to benefit and protect every client and exceed all expectations for all planning aspects for sales meetings, educational meetings, product launches, incentive trips down to a small board of directors meeting. We make meetings easy understanding your meeting objectives and delivering meeting matched components.