Planning and Logistics

 

 

For years, trade shows have been a staple in the success of businesses across the world. They have planted seeds for growth and given businesses a chance to flourish. In some cases, certain trade shows have been annually allowing the world to trade on their show floor for 50 or more years. When a pandemic interrupted the many consecutive years that countless trade shows had been in business, it was only a matter of time until these large events found their way back to fruition.

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Staying positive during FUD (Fear, Uncertainty, Doubt)

With the majority of planned in-person trade shows taking place successfully, a handful of shows have been canceled or rescheduled again. Although this may be disappointing for your business (trust us, we get it!), this past year and a half has shown just how much face-to-face marketing benefits businesses.

If you are seeing some of your shows cancel, reschedule (or reschedule again), here are 5 checklist items to make sure you stay on track with your trade show marketing strategy during this strange time.

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"Being agile needs to have a totally different mindset, and multidimensional perspectives.”
― Pearl Zhu, Digital Agility: The Rocky Road from Doing Agile to Being Agile

 

Live events are becoming a more relevant topic as many trade shows hosts who canceled in 2020 have set dates for the coming year. However, it’s no question that there will be new requirements for those in attendance. As nice as it would be to step back into your trade show exhibit without skipping a beat, that most likely will not be the case in 2021 and even into 2022 shows. There will be new hurdles to surpass as exhibitors and attendees reconnect on the trade show floor in the post-pandemic.

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The world might be ready to get back to business, but that doesn’t mean that some won’t still be hesitant to travel, which includes to trade shows and events. Are your exhibit and your staff prepared to make sure that your attendees feel comfortable when engaging with you at your next event?

Here are five tips that will help you be as attentive as possible and show your attendees that you care about their well-being

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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.  

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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

 

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Updated February 2019

STRATEGY FORMULATION IS AN ONGOING process that perceives NEW position TO WOO "customers from established positions or draw new customers into the market."

— Harvard Business Review

 

If you are marketing your small business, you are perhaps overwhelmed by the methods of delivering your marketing message.

The vehicle for delivering the messages have certainly evolved to include social media, video, virtual reality, highly interactive demonstrations, and more.

Exhibiting at trade shows are one of the many ways of delivering such message. If this is the route you choose to go, take your time formulating a trade show strategy before your exhibition. Then follow up with a plan to execute it effortlessly.

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