Why does strategic planning seem to be last on the to-do list for trade shows?  Of course, planning for all the details involved in an exhibit is a given. But it is all too easy to fall into the trap of showing up at an event, hoping for the best. Based on sheer number of attendees, you will probably get a few leads. However, going to a show without strategic objectives in mind is not the best use of your marketing dollars and sales staff.  What are the components of a successful event strategy?

Business Objectives

It all starts with the overall business objectives of your company. While working from your basic business objectives may seem obvious, the fundamentals can be overlooked.

How can this event promote your overall company objectives, sales revenues, brand personality, products and services, and target markets?

For example, you may be introducing your products to a new industry in a new event. In that case, your event strategy needs to include educating the market about both your company and your products. By focusing on the business objectives, you can create an event strategy to meet those objectives while promoting the identity of your company and targeting the right audience. Take the time to research and analyze these components before putting an event plan in place, or hire someone to help you.

Marketing Strategy

The next component is fitting the event into your overall marketing strategy. The key is to make sure that each component of your marketing plan is working with your event strategy. When you are preparing for an event, post it on your website, advertise it through industry publications and social media, and promote it through public relations. The worst feeling is to attend an event where your customers did not even know to look for you! Trade show events should help you both reach new prospects and reinforce your existing customer relationships. Take advantage of all your marketing efforts to promote your trade show event activities.

Event Strategy

Once you have focused on specific business objectives and overall marketing objectives, you can create an effective event strategy specific to a trade show event. The same strategy cannot be used for every event, because every event is unique.

In creating an event strategy, identify the following elements.

Show objectives:

What results do you want to achieve from the show? Perhaps you are looking for opportunities to actually sell your product on site and need to set a sales quota. If you have a long sales cycle, your objective may be to set appointments with 10 key prospects. Your objectives must be something that you can measure after the event.

Target audience:

What segment of attendees might buy your product or service? What are they specifically looking for that your company can provide? How can you best reach your exact target?

Brand messages:

What major messages do you want to communicate that will be remembered after the show? How can your exhibit and all your collateral materials work together to communicate those messages?

Pre-show marketing:

How will you communicate that you are attending the show before the event? Will you send an invitation to key prospects or advertise in the show catalog?

Booth experience:

What will happen when they visit your exhibit space? Do you need product demonstrations or a private conference room or both?

On-site marketing:

What information will you convey at the event
and how will you capture leads?

Post-show marketing:

How will you follow up with clients and prospects after the event? A surprising number of exhibitors collect names but have no plan for getting in contact with those people after the event.

Evaluation

The final step is to evaluate the components of the plan and your results after the event to determine whether the event was successful. Work with the sales team to find out if the leads met their objectives and how much business they closed as a result. Document what worked and what failed and decide whether to participate in the event again based on your results.

By taking a strategic approach to every event, your bottom-line results from your trade show efforts are bound to get better.

You really can plan on it.

Tips for a stress-free show.

On-site Survival Tips

Once your booth is in place and you are on the ground running – we have developing some tips on how to survive on-site. This is a comprehensive gathering of exhibitor knowledge, detailing everyday items that could get you out of a jam once your in the field. You might not need it but failure to prepare is to prepare for failure. Our mission to make sure you are successful!

Communications

Make sure you have a phone or iPad that is charged and ready to go and know how to connect to the Wi-Fi in the building and pass along any passwords needed for your team to connect. In addition to your phone and power cord – you should have your key contact for this show all in the centralized place for easy access.

Navigation

Get a copy of the show floor plan and identify where your booth is in relation to the venue services to help you navigate the venue i.e., bathrooms, food counters, and any on-site service desks.

Booth Kit

Put together a kit of anything you could possibly need while manning your booth.   Business cards, technical supplies, office supplies, anything last minute that you can get easy access to. This includes pre-printed shipping labels and information about your logistic partner.

Maintenance Kit

This can be extracted from your packing list – but needs to be in a case that you have quick access to and can possibly bring up to your room night to replenish. Simple things like a super glue, duct tape, magic eraser, cleaners – can all make your life so much easier! Add a screw driver to the mix – you never know when you will need one!

Tech Supplies

USB drives are great for any last minute things you wish to save or provide to any potential clients. Maybe they want a copy of your movie to share with their team!!   In addition, I would add cable ties, network cables, and batteries to this list of supplies needed just in case.

To download the entire whitepaper including a detailed list of supplies you SHOULD bring with you  - click on the link below.