In order to achieve sustainable, long-term results in trade show and event marketing, businesses owners of companies of every size and scope must plan a way to make their vision a reality and their objectives a priority.
Key Ways To Maximize Results With Trade Show Booths
If you’re looking to outshine the competitive masses throughout the event year, it’s time to begin hashing out your live marketing agenda. When creating your final plan, always consider the following tips for the ultimate audience impact and overall return on investment.
Understand your targeted demographic: Think you know everything there is to know about your consumer niche? If you do, you may be allowing complacency to stand in the way of maximum results throughout the trade show season. Truly great marketers understand that the only way to best resonate with their targeted demographic is to get to know them (again and again and again) every year to ensure that their marketing plans best resonate with their ever-evolving audience.
Create a “sky’s-the-limit” marketing plan: Armed with past successes and current demographic needs, it’s time to create your comprehensive marketing plan. Include a list of what your company’s specific goals are as well as details on how you’ll achieve every objective. For brainstorming purposes, include any and all ideas, no matter how elaborate they may seem, to ensure every goal is considered.
Now ground your plan in reality: Now that you’ve created a “go-for-broke” marketing plan, it’s time to scale it back a bit (so you don’t actually go broke). Systematically go through every elaborate detail to realistically refine and improve your list. Prioritize your objectives and your plan for achieving them to ensure that all the most important goals receive steady attention throughout the year.
Embrace substance over hype: Once you’re ready to begin implementing your plan of attack at marketing events and trade shows, it’s important to keep a focused, professional eye on walking that ever-fine line between hype and genuine corporate substance. Remember, while it’s important to create buzz wherever you’ll be, audience members will quickly be put off if your delivery proves too gimmicky and forced.
Sustainability in your trade show marketing can be achieved when you continually look at and make necessary changes or improvements to your marketing plan. Don’t let the monotony of shows get the best of you or let your plan become to dry. Trade shows are a phenomenal marketing opportunity, so make the best of every single one.
Whether you’re a seasoned marketer or a newbie, the Trade Show Tips for New Exhibitors e-book provides you with a base level of expectations you can take to heart about the challenges and potential to succeed at trade shows. Click below for your free copy.
About the Author: Ken "Bucky" Buckman is a 20-year veteran of the trade show industry and the CEO / co-founder of Skyline Tradetec. Skyline Tradetec is a well-known industry leader specializing in custom modular, hybrid, portable and custom exhibits and graphics as well as full online-driven services and program management. For more information on trade show displays, trade show booths, and trade show exhibits in Chicago, please visit http://www.ttskyline.com.
