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Thinking Outside The Booth
When creating a marketing plan, the topic of exhibiting at trade shows invariably comes up. If your firm determines that a trade show will be a beneficial part of the marketing mix, it must be seamlessly integrated into the firm's marketing and sales plan rather than it being treated as an isolated event. This is not to say that the big show cannot be the crowning event of the year or as a kick-off for new promotions. Make the trade show part of a Master Plan.
Go With a Purpose
The purpose of exhibiting at a trade show is much more than setting up a temporary storefront to hawk your goods and services to the masses. In reality, there just isn't enough time at a trade show to really exploit all of the possible opportunities. A trade show compresses numerous marketing and sales events into a span of two or three intense days. In the short lifespan of a show, you have a chance to get in some quality networking, new client introduction meetings, client appreciation events, speaking engagements as a seminar presenter, educational events as an attendee and a little competitive spying. All of this in an environment ripe for some world class schmoozing. The negative side of all this is that it requires a lot of time and money, so getting the best bang for the buck is dependent on good planning and diligent follow-through. Do not make the mistake of focusing on the “Show” as the only part of your firm's overall marketing program, as there is much to do before and after the actual show.
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