So you've decided on which trade shows to exhibit in. You know who you're sending. You've got just the right giveaways. What could possibly go wrong?

Anything and everything. Trade show exhibitions often leave companies scratching their heads, wondering what went wrong and why such a dismal turnout. Everything seemed like it should have gone fine, but somewhere along the line, the strategy faltered. While there will always be room for error, there are some surefire ways you can maximize your ROI and minimize your disappointment.

12 months to 6 months out - Goals and Objectives:

First things first. Have you defined which trade shows are right for you? Have you defined your goals and objectives for the show? Are they realistic? Sit down with your team and get a solid exhibit plan in place. Remember that your plan has to find synergy with your overall brand and company marketing strategies. Always keep the big picture in mind. You must leverage your existing brand to succeed in any marketing venture.

So what is it you're trying to achieve in the show? Lead Generation? Increased brand exposure? Launching next year's line? A new brand? Figure out what your purpose is, get everyone on the same page, and carve it in stone. This is by far the most crucial step in the process.

It is in this phase that you shouold also be contracting your booth space. You will want to contracts space for some larger shows as early as 12 months prior. If you are looking for a new exhibit. If so, start planning that now. Find out what your contract entitle you to for your booth space (pipe and drape, waste removal services, etc.). Work your exhibit plans around that accordingly. Booths, kiosks and other essential items can be purchased or rented for very reasonable costs if you shop prices and availability early.

6 months to 4 months out - Promotional Marketing Strategy:

Many companies spend so much time internally planning their exhibits, they literally forget to promote their attendance to their target audience! I recently received an informal invite to a trade show in New York from a friend. He had forwarded me the invite he sent out to all of his target audience. The email neglected to give me the dates or location of the trade show! It only gave the name. Granted, this is an extreme example, but I think it demonstrates this point perfectly. If you want peopla to come see you at a show - make sure they know when, where and how to find you. Send them information on the show itself, your exhibit, and even travel and lodging information if Get creative, and get the message out early. Make sure to follow up regularly as the show approaches. Now is the time you should be planning you advertisements, direct mail strategy, email campaign, travel and lodging arrangements (including any special rates you can negotiate for your attendees), etc.

It is also at this phase that you should be finishing up all final design plans with your exhibitor house and beginning and graphic design for your signage and giveaways.

 

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Bookmark this page and make sure to check back later this week for the rest of the article. After learning how to prepare for a tradeshow, the series will continue as we will examine the proper strategy for the show itself, and how your staff should be maximizing lead generation while on the show floor.

 

R.J. Frasca
President & CEO
3 Guesses Media, Inc.