The Formula For Trade Show Success

The basic trade show formula for success is relatively the same, regardless of whether you are an experienced exhibitor or new to the industry.

The environments may change, but going in with a strategic plan and goals will provide you with a road map for show success.

Here are my top tips for a successful client trade show.

• Clearly understand your overall goals: Your approach to launch a new product or service will have a different feel than an informational show. This will help establish overall show goals and objectives, as well as the theme while providing a benchmark for success. Additionally, this will help you plan how to plan your staff appropriately for the show.
• Who are you talking to: The audience for a consumer trade show is very different than a Business-to-Business show; you must educate your staff accordingly. It is key to prepare your staff on how to engage the audience. Your conversation with a CMO is going to be different from a discussion with a dealer or a customer.
• Attract the right people: It seems so obvious, but this can be a bit tricky. The key to attracting the right audience to your booth starts with a strategic pre-show dialogue. Knowing who is attending your events will help determine whether you should use traditional means or incorporate newer technologies. The attraction can be carried over to the event by having a unique experience in your trade show environment. We have found great success using different A/V technology and we have leveraged social media to offer new ways to interact with the show environment.
• What is the post-show plan: You have done all the work and have had a successful show. Now what? There are too many good leads generated at shows that are not followed up. It is important to establish an information system that assigns roles for your team. This way everyone is aware of what they need to accomplish post-show, and within a specific timeline.

Trade show success requires a cohesive plan throughout the event. Utilizing these tips can help increase your trade show success.

What are some of your tips for success? What would you add to this formula?