Here are 16 tips based on what I’ve learned as a veteran trade show
manager who knows (and loves) working on both the client and vendor
sides of the fence.
Before the Trade Show: Plan, Plan, Plan
- Budget methodically: Create a budget allocation
worksheet for every show. Use it as a task-management checklist. If
you don’t have a template, get one from your exhibit house.
- Set objectives: One sure-fire approach is to align
trade show goals with existing corporate goals. Make sure your
objectives are SMART (specific, measurable, attainable, realistic
and timely). Limit the number of goals to narrow your focus and
improve chances for success.
- Streamline logistics: Add hours to your day with
logistics and inventory management software (check out
www.ExhibitForce.com). Some exhibit companies provide this tool to
customers for free.
More than just about anything else, exhibitors want to know how to
improve their trade show promotions in order to get more traffic (and
more of the right traffic) to their booth.
It’s a big deal. And you can help. Here’s how.
The average exhibitor spends 14% of their trade show budget* on trade
show promotions. Where do you spend yours to get the best results?
Consider the big three buckets:
- Pre-Show Promotions
- At Show Promotions
- Post-Show Promotions
Do you get a better return on your investment on pre-show, at-show,
or post-show promotions? Or, if you’ve been splitting your dollars into
two or three of these buckets, which gets the lion’s share?
. We spend money on ads, money on direct mail, money sending our
reps into the field…all in the hope that we can get face time with the
people who matter. At a trade show, all of our best prospects are in one place at one time.
2. At a trade show, we get to see all of our existing clients
in one place, at one time. We can use the opportunity to ascertain
their future needs and their current satisfaction with our products and
As an exhibit marketer, there’s a lot you’ve learned about trade shows. But what do you most wish your
boss and other senior managers knew about trade shows?
To find out, we asked exhibit marketers to tell us, as part of the survey Tradeshow Week did for our joint white paper, The Evolving Role Of Exhibit Marketers.
The answers were clear. The top 3 things exhibit marketers want their bosses to know are:
- The value of trade shows
- How to exhibit better at trade shows
- How much effort it really takes to do trade shows
1. The Value of Trade Shows
Exhibitor marketers praised how trade shows build awareness,
relationships, memorability, and yes, generate leads. They want their
bosses to see the value of face-to-face marketing compared to direct
selling, and how that can never be duplicated via the internet. Many
exhibitors wish their managers understood that the longer sales cycles
for their industries delay results, but to be patient because those
results will come.
Here, in their own words, is how exhibit marketers value trade shows,
and what they wish their bosses understood about their value:
Read entire article.