1. INTRODUCTION

This manual provides comprehensive guidelines for successful tradeshow setup, operations, and breakdown for Ball and Buck events. Following these procedures will ensure consistent brand representation, efficient operations, and maximized sales potential.

Each section contains specific instructions for different aspects of tradeshow operations, from pre-event planning to post-event breakdown. The guidelines are designed to be followed in sequential order, but each section can also be referenced independently as needed.

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2. PRE-EVENT PLANNING

2.1 Inventory Planning

First determine if the event will be cash and carry, or dropship event.

Start with an inventory plan, based on the following prioritized factors:

1. Historical sales report from the previous event - run report of exact items, sizes, and quantities.
2. If no historical sales - develop an estimate based on:
   • Expected event traffic information from event host
   • Target customer demographic alignment with our product line
   • Seasonality and timing of the event
3. Estimated sales projection from event host
4. Expected weather at event - cold fronts will increase cold weather items, hot weather increase hot weather items, rain will reduce sales by 50%, etc.

Cash and Carry Event:

Bring adequate extra sizes in core selling sizes from the plan. Size runs are key - ensure there is always a try-on size in all styles (not color just style). As a rule, you need 3-4× estimated sales in inventory to be able to hit that number.

Drop Ship Event:

1. Bring, at minimum, a size in each style (for example for shirts bringing Small-3XL) for customer try-ons
2. Then bring one in each color way for all relevant styles
3. It's helpful to have a variety of sizes in the different colors although be mindful of the lackluster display that comes from showing large sizes on racks — XXL and above drag on the racks and look sloppy

See Appendix: Event Checklist Back to Table of Contents

2.2 Promotional Strategy

Show Special Offer

1. Determine if a show special will be offered
   • Consider margin impact vs. increased conversion
   • Review historical performance of previous offers
   • Align with current marketing initiatives
2. Define the offer specifics:
   • Discount percentage or dollar amount (typically $25-50 off $250+)
   • Qualifying purchase threshold
   • Duration of offer (event-only or extended)
   • Whether offer applies to dropship orders
3. Document how the offer will be processed in the POS system
   • Create specific discount code for tracking
   • Train all staff on proper application
   • Ensure offer visibility in sales reporting
4. Create signage to promote the offer within the booth
   • Display signage at entrance and POS
   • Include on any handouts or postcards
   • Train staff on verbal communication of the offer

Marketing Support

1. Determine social media support requirements:
   • Pre-event announcements (2 weeks prior)
   • During-event updates and stories
   • Post-event highlights and follow-up
2. Assess email marketing requirements:
   • Pre-event announcement to customer list (segmented by location)
   • Post-event follow-up with show special extension if applicable
   • Highlight event-exclusive products
3. Prepare any content needed for these channels
   • Booth location and event details
   • Featured products and exclusives
   • Show special offer details
   • Event schedule including any demonstrations

See Appendix: Event Checklist