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.