So You’re Attending the Big Trade Show…
Many of our clients include industry trade shows as part of their marketing strategies. A common approach these days is to invest in a significant presence in the leading show within a particular industry and host smaller, targeted events throughout the rest of the year. Why? Mega-trade shows are ridiculously expensive – in both hard and soft costs – but companies can be conspicuously absent if they choose to not participate.
Our clients look to us for ways to add value and increase the ROI of these very costly events. These are a few effective tactics:
- Strategic planning. We work with our clients months before the big show to learn what they plan to showcase, discuss competitive differentiation, sales messaging and potential news value. We meet with all members of the show team to ensure we understand all aspects of the company’s participation.
- Message development. We create messaging for use across all trade show components – from signage and sales presentations to media materials.
- Custom promotions. Beyond choosing from the show’s available sponsorship packages, we explore what services or products the client might offer the trade show organizers in exchange for increased visibility. Does the show need mobile printers? Electronic signage? Traffic analysis?
- Briefings scheduled in advance. We work with attending media and industry analysts well in advance to ensure our clients arrive at the show with a full schedule of briefings. We prep our clients and attend each interview to encourage post-show opportunities.
- The show daily. Large shows have a daily publication with exhibitor news. We work with the editors long before show time to help ensure on-site coverage for our clients.
- Client speaking opportunities. From keynote spots to panel discussions, the right speaking opportunities raise visibility and help position company executives as industry leaders.
- Customer speaking opportunities. A speaking opportunity for a client’s customer can be even more effective for telling the client’s story and immediately driving traffic to the client booth.
- Local media opportunities. If the client’s news offerings extend beyond attending trade media, we eagerly pursue coverage by local print and broadcast news organizations.
- Off site event support. Many of our clients organize off-site executive forums for customers and prospects during trade shows. Inviting media and analysts extends the value of these events.
- In-booth media events. Whenever possible, we schedule a newsworthy announcement for the second day of the show and have a senior executive make that announcement in the company’s booth. We announce it in advance, which, generates strong media attendance and otherwise generates booth traffic.
Trade shows require an enormous investment, which makes it even more important that you work to wring every extra value out of the effort. We are happy to discuss how we can deliver a better ROI for your next trade show.