Achieving Trade Show Excellence – Part 1

By William Russell
April 21, 2014

Trade shows and similar events can play a worthwhile role within the marketing mix of a business.  Just about every spring and fall, companies gear up to maximize the opportunities available through exhibitions, speaking engagements, conferences and more.  The pay-off can be handsome, but getting there requires strategic planning and careful execution.

The right show with the right audience

When it comes to identifying an event where you feel your company needs a presence, do your homework.  Be sure the show matches up well with your target market and that the right attendee audience will be present.  Nothing is worse than spending thousands of dollars on a trade show for the wrong market or audience.  A show prospectus will provide you with all the event details, attendee profiles, buyer intentions and more.  This is extremely helpful and can quickly lead you to the right events.  

An action plan with clearly stated goals

Once you have identified the trade shows that match up well with your offerings, define your show objectives early on and use those objectives as the drivers for everything you do in preparation and execution of your trade show presence.  This includes agreeing on what you hope to accomplish, how you will meet your goals and the measurements necessary to ensure the objectives are met.  Your action plan will help keep you focused on the primary goal of participating in the target event.  

Exhibit, speak…or both?

A key element involved in the early planning process is to determine your level of show participation.  Beyond exhibiting, are there opportunities for a session presentation?  Are there networking events where you need a strategic approach for connecting with attendees?  This part of the planning process will also help you determine who needs to represent your company at the event.  You may need a team just for the exhibition or you may need to add personnel for networking and to support your speaking opportunity.  

Let them know about you

With your initial plans in place for your trade show, you’ll want to turn your attention to promotion opportunities available to boost your show visibility.  Most events will offer advertising options, pre-show mailings and e-blasts, and at-show promotions designed to make attendees fully aware of your participation.  You should also consider a pre-show or at-show press release to announce any product introductions or solution demonstrations that you may be highlighting at the event.  Nearly every show will have a press core in attendance and available for a press conference or special meetings held at your exhibit.  Take advantage of this to maximize your show visibility.

The 3 second rule

In nearly all cases, the main element of your trade show presence will be your exhibit display.  However, this is also where many companies blow it.  Think about how many displays you’ve seen where you had no idea what the company offered after attempting to read everything they had on their booth wall.  The display is not the place to tell your entire business story or even attempt to tell about all the great features and benefits you offer.  In a trade show setting, you have 3-5 seconds to capture the attention of the passer-by.  Do it with visually stunning graphics and a few key words that pertain to your business.  Once someone stops, that’s when you’ll engage with them to determine if you need to explain more and whether your solution is a fit for their needs.  

A part of your effort in designing your display will involve placement of booth elements.  Keep the space open and free-flowing.  Placing a table across the front of your booth space creates a barrier, so be sure to design a space that is inviting and welcoming to visitors.  

Leave the trash and trinkets to your competitors

Finally, your planning process should include the selection of giveaways and perhaps an incentive for booth visitors.  Avoid the route of trash and trinkets that will only be disposed when your booth visitor returns to their hotel room.  Pick items that reflect well on your company and brand.  What you give someone will be a small representation of your business – make it meaningful and relevant.  The same applies if you are going to give away a grand prize as you will want this to be of substance and quality.         

Part 2 of “Achieving Trade Show Excellence” will cover team preparations, engaging booth visitors, networking and follow-up plans for a successful event.