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How can a trade show marketer gain management support and increase the visibility of her exhibit program? "Lots of small steps," advises 20+-year convention marketing veteran Christine DiDomenico.

Christine's steps to raise the profile of your trade show exhibit program:

  1. Pursue incremental change. "If you try to change too much at once, people get scared," says Christine. Instead, try one new thing at a time. If that works, try something else.
  2. Achieve ongoing improvement. After you implement something new, step back and evaluate how it worked. Ask: is there a way to make it better? Then tweak as necessary before implementing again.
  3. Build advocates. These are the people with the power—either official or unofficial—who can get others on your side. It may be a boss or department head or a co-worker. Anyone who has the respect of the people you need cooperation from. Let your advocates know what you are trying to accomplish and that you have their interests at heart. With a little luck, they will help smooth the way for you—and maybe even go to bat on your behalf.
  4. Enlist stakeholders. If people have skin in the game, they'll want the program to succeed, says Christine. She suggests asking for input from constituents from product development to sales—and then rolling at least some of their suggestions into your program. Once they see that you are listening, they'll start to take ownership and contribute to your program. "It only works if they see elements of their input realized in what you're doing," says Christine.
  5. Spread the word. Share your successes and recognize the contributions of everyone who helps your program succeed.  Use memos, e-blasts, internal newsletters, social media, and announcements at meetings to communicate your achievements and to report measurable success.