Although trade shows were predicted to die out due to the ease of communication via technology, business-to-business trade shows are still important for many industry sectors.
Sure, nowadays trade shows have to prove their worth to attract exhibitors. And there is a real challenge for shows to remain current and offer an experience that can’t be replicated via other channels.
But the opportunity to “press the flesh” and have a large number of focused conversations with real prospects continues to be one of the main attractions for exhibiting at a trade show.
If your business exhibits at trade shows, whether that be local events or major national exhibitions, you really need to plan your entire trade show process for success.
The 3 P’s for a Powerhouse Trade Show Presence are:
- Purpose: goals; message; materials
- People: people; training; tools
- Process: pre-show; at the show; post-show
Download the free guide that explains the 9 factors. It includes a handy one-page management checklist, trade show tips, and dozens of ideas of what to do for a successful trade show.
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It’s important to remember the total investment as a trade show exhibitor is a multiple of the cost of the floor space for your booth. By the time you factor in extra costs for equipping the booth, staffing, travel and promotional materials trade shows are a labour-intensive and money-intensive sales and marketing activity.
That’s right… sales and marketing.
Not just marketing.
Not just sales.
To maximise your return on investment you really need to manage your trade show booth as both a sales and marketing opportunity.
For trade show success
Download the free trade show planning guide for more details.
For assistance to develop a trade show strategy or to train your team on effective, modern trade show engagement skills ask for a no-hassle discussion to explore your options.
Image credit: Anthony Citrano