Planning and Logistics

HERE IS THE SHORT ANSWER:

YOU ARE A DUTIFUL SOLDIER OF TASK.

NOT, A BOUNTIFUL STATESMAN OF ASTOUNDING STRATEGY.

TANGIBLE TOOLS TO SELECT YOUR NEXT TRADE SHOWS FOR YOUR EVENT BASED MARKETING

Most exhibitors are loyal to their favorite trade shows and expos. But if you start to see diminishing returns on your exhibit dollar, or if you’re attempting to expand into a new market, it may be time to broaden your horizon

START WITH YOUR POTENTIAL BUYERS LIST

Approximately 40-60% of trade show attendees come from a 200-mile radius of the host city. Take a look at your largest potential buyers and determine, given this data, which shows they are most likely to attend. While big, national or international shows may be your “bread and butter,” over half of exhibitors say they experience most of their success reaching target audiences at smaller, more regional trade shows.

So, you were roped into handling your company’s exhibiting program – now what?  Whether you are just starting to exhibit or you are a veteran, understanding exhibiting basics is crucial to your success.  

REFRESH YOUR SALES WITH PRE-QUALIFIED LEADS

NO ONE LIKES TO FILL UP THOSE FORMS IN YOUR WEBSITE. WHY SHOULD THEY? WHAT IS YOUR OFFER?  

Chances are your company is not generating enough leads and you are thinking — exhibiting at trades shows should do the job. Well, if that is your mindset, it is not going to help. You will not get quality leads at industry trade shows if you do not pre-qualify your audience.

Many companies invest a majority their digital marketing dollars into Search Engine Optimization (SEO), Pay-Per-Click Advertising (PPC), stepped-up email campaigns and other methods of increasing their overall website activity.

Choosing a restaurant after a long day on the trade show floor can sometimes be a challenge, particularly if you’re entertaining clients. Dietary restrictions and sensitive palates can put a number of menus off-limits. Tapas bars or other establishments where small plates are shared may be a little too informal for an icebreaker with a new prospect. And getting any business done in a crowded, noisy eatery can be a bit of a challenge.

PLAN YOUR NEXT ACTION AND YOUR NEXT ACTION WILL DICTATE YOUR BRAND TRAJECTORY.

IF YOUR NEXT ACTION DICTATES THE NEED TO PARTICIPATE AT TRADE SHOWS, MAKE IT THE ANCHOR FOR YOUR SUBSEQUENT MARKETING ACTIONS. 

THE FACE-TO-FACE MEETING SHOULD BE NEXUS AROUND WHICH YOU CREATE YOUR DIGITAL MARKETING EXCELLENCE

START WITH ANNUAL STRATEGIC PLAN

LOGISTIC PLAN

Create one overall logistics plan

Identify & manage vendors (exhibit house, shipper, etc.)

Assign a Logistics Coordinator

"You are serving a customer, not a life sentence. Learn how to enjoy your work."

~ Laurie McIntosh

And you can only enjoy your work, if you know what your your customers want from you. In other words, KNOW YOUR CUSTOMERS.

As Steve Jobs said, "Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves."

Most of your customers are expecting higher standards from the brands because, they have been 'spoiled' by best-in-class user experiences —  both on- and off-line with companies such as Amazon and Apple, empowered by the profusion of data points – "customers increasingly expect companies to respond swiftly to inquiries, to customize products and services seamlessly, and to provide easy access to the information customers need, when they need it."

"The customer experience is the next competitive battleground."

~ Jerry Gregoire

HENCE, THE NEED FOR A CUSTOMER JOURNEY MAP AND WE KNOW attendee activities during a conference or a trade show can yield generous amounts of data points about individual interests — the sessions attended, the exhibit booths visited, social media postings and likes/dislikes, information requests/downloads and mobile polling/survey responses — all can be clever indicators to start tracking your customer journey and reap glorious ROI benefits.

If you are an exhibitor, big or small, avail the technology to personalize the journey of your customers as they frantically move amongst various screen channels and devices.

The agony of DISAPPOINTMENT

If you are a seasoned exhibitor, you have been there. You are familiar with the pain — all that work, all the time that you spent to contemplate the concept and fabricate the outcome... Yet, it went wrong.

Trade shows are tricky that way. A lot can go wrong and it does — not matter how astute you are in your planning or, how vigilant you are in your execution. Trade show business is a business where things go wrong frequently and glaringly.

We do not have all the solutions. However, we do have some solutions that are tangible; it will help you take control and make amendments in your trade show program. Because, that is what we do. We are continuously learning, inventing and walking along side with our clients to ease their journey and maximize their business impact. Here are few preventive ideas.