You need a solid strategy to stage a successful tradeshow exhibit.
A lot of thought, effort, and planning goes into any marketing exploit, but if you're going to put up a display at a tradeshow, you're going up against every other booth in that space, even if they're not your direct competitors.
You're competing for space, attention, and sales, so you can't get lazy with any part of your tradeshow planning.
1. Get your goals in order
What do you hope to accomplish at the tradeshow?
- Are you interested in generating more leads?
- Do you want to turn 500 prospects into an equal amount of sales, or five times the return on your investment?
- Do you simply want to get your product or service out there and available to more people?
Your goals are your own, so you're the only person who can define them. However, you do need goals, and you need to keep them at the forefront of your mind.
As soon as you know you're attending the show, sit down with everyone involved and come up with a list of goals. Don't make outlandish, unattainable goals you have no hope of reaching, because that will just make you feel you've failed. If need be, start small.
2. Create a game plan around those goals