Trade Show Team Brief Template (Copy and Paste)
A one-page brief to send your team before a trade show, covering goal, roles, targets and debrief.
A good brief fits on one page and answers every question the team would otherwise ask you on the morning of the show. Copy the template below, fill it in and send it a week before.
If you would rather have the dates and venue filled in for you, use the free team brief generator.
The template
Show: [Show name] Dates and times: [Dates, opening hours] Venue: [Venue, halls] Who is going: [Names and days each person attends]
Why we are going [One sentence. For example: "Meet 20 installers in the North West who could become resellers."]
What good looks like
- [Number] useful conversations in total
- [Number] follow-up meetings booked
- [Any specific information we need to find out]
Who covers what
- [Name]: [Halls or sectors], owns targets [list]
- [Name]: [Halls or sectors], owns targets [list]
Priority targets
| Company | Stand | Owner | Why they matter |
|---|---|---|---|
| [Company] | [Stand] | [Name] | [Reason] |
Talks worth attending
- [Time, stage, title, who goes]
How to capture Log every conversation before moving to the next stand: name, company, what was said, next step. Photograph business cards. Log visitors you meet in the aisle too.
Debrief [Date, time, place]. Everyone brings their captures. We agree owners and send first follow-ups within 48 hours.
Tips for filling it in
- Keep the goal to one sentence. If you can't, the team won't remember it.
- Name an owner for every target. Shared ownership means no ownership.
- Put the debrief in the diary now. It is the step most likely to slip.
Next steps
Not sure how many people to send? Read How many people should you send to a trade show?. For the full picture, see the manager's guide to sending a team.
Beagle for teams turns this brief into a shared plan, with target lists taken straight from the show directory.
Frequently asked questions
- When should I send the team brief?
- About a week before the show, with a short reminder the day before.
- What should a trade show brief include?
- The goal, who is going, who covers which halls, priority targets with owners, talks to attend, how to capture conversations and when the debrief is.
- Can I generate a brief for a specific show?
- Yes. The Beagle team brief generator fills in dates, venue and exhibitor numbers for any upcoming show in the directory.
Never lose the trail.
Beagle is trade show lead capture that never loses the trail. Try the demo: no sign-up needed.
Read next
- Managing teams at showsGetting the Whole Team's Leads Into the CRM Within 48 Hours
A simple process for getting every rep's show leads into your CRM quickly and completely.
- Managing teams at showsTrade Show Staffing Plan for Exhibitors
How to staff a stand properly: how many people, shift patterns, roles and what each person should capture.
- Managing teams at showsThe Manager's Guide to Sending a Team to a Trade Show
How to decide who goes, brief them, split the floor and know what came back, without chasing anyone for business cards on Monday.