In this article, you'll learn...
- 12 steps to getting results from your next tradeshow
- How to effectively plan and execute your tradeshow strategy at each stage
Here are 12 ways to breathe new life into your tradeshows.
1. Start planning early
Maybe you have received a call from a tradeshow sales rep offering an unbelievable discount to replace an exhibitor that just backed out two or three weeks before the tradeshow. But getting into a tradeshow at the last minute is almost never a good idea. It shows you are being reactive with a major investment of time and money, and that is never a good sign.
If you start planning well in advance, however, you have the opportunity to obtain a quality booth space, get on the speaking agenda, secure adequate sales engagement, and plan appropriate pre- and post-show promotion. Your chances of having a positive experience are much higher.
Remember that most of the tradeshow cost is T&E (travel and entertainment), collateral and sign production, drayage, labor, rentals, etc.—so a last-minute deal on the exhibit cost is not really much of a deal.
2. Make sure the audience is a good fit
Most shows will publish a Web page for attendees that includes a "who should attend" description. Read it to determine whether the show is a good match for your target market.