Love them or hate them, we can’t live without trade shows.
Trade shows get a bad reputation for multiple reasons: they’re expensive, a drain on your resources, and the ROI isn’t always immediately obvious. As a result many companies are cutting back on the amount of trade shows they’re attending and focusing instead on smaller and more measurable activities.
Yet, despite these negatives, trade shows aren’t going anywhere. Why? Because they still deliver the goods when it comes to:
Introducing your brand to a new audience and giving them the opportunity to experience your services or products first hand.
Strengthening relationships with partners, suppliers, and customers, leading to better business opportunities in the future.
Discovering the latest trends and emerging technologies so that you can better position yourself as a thought leader in your field.
Gathering competitive intelligence, with all the key players in one place, to help inspire stronger marketing strategies.
So if you’re preparing for your next run up events, this blog includes a planning rundown pre-event, essential items to survive the big day, and a guide to maximizing your next event.
Preparing For Your Event
Whether you’re a key member of your stand’s organisation or just turning up as part of the sales team, you need a game plan to make your event a success. Rocking up on the day and hoping for the best will be a waste of time for you and your brand.
Instead, here’s a pre-trade show list of questions:
What is your budget? You’ve probably already spent a considerable amount on a booth and the conference fees already, but is there an additional budget for collateral (such as ads, giveaways, or tactics to bring a crowd to your trade show stand)?
What is your goal? Write down some key goals, whether it’s gathering 100 leads or setting up 20 meetings. Having it set in stone will help you measure your ROI more effectively.
What is your strategy? You’ve got a goal and a budget: how will you make the two match? For example, you might consider sending hundreds of LinkedIn InMails in advance to arrange in-person meetings. Alternatively, investing in a speaking slot could ensure higher quality leads. Creating new video assets to showcase your product’s key features is another option, or you may choose to compile a spreadsheet of key exhibitors to engage with at the event.
What is your presentation? Your booth’s messaging needs to match your goals and strategy to be effective. This goes beyond any tag line: what experience are you offering visitors? Will they feel welcome? Can they interact with any part of your booth?
What is your external communication? Perhaps you intend to run a social media campaign in parallel or partner with a publication to amplify your presence.
Don’t worry if you’ve gone about these questions in a different order than above, it’s never too late to go back and make tweaks ahead of your event in order to ensure it’s a success.
Your Go-To Trade Show Checklist
As the big day approaches, you might be wondering what could make your life easier. Some people bring too much and over prepare, while others end up under-prepared and uncomfortable. We’ve asked some veterans of the trade show scene for their most essential items so that we can share them with you.
Comfortable shoes - you'll end up walking and standing more than you expect. Your days will go on longer than you anticipate. Stay comfortable.
Gum/mints - enough said. Nobody wants to network with the stank breath.
Notebook/digital notepad - it will be impossible to remember all of your conversations post-show. It doesn't matter how good your memory is, bring something to capture key takeaways and who said them.
QR connect card - business cards will end up in the abyss. Bringing a custom connect card is a great way to get a real time connection and eliminate traditional paper business cards.
Updated LinkedIn profile - your event connections may want to stay connected with you on LinkedIn, make sure your profile is up-to-date as that is your virtual first-impression and can make-or-break your post-show engagement.
Phone charger - your day will run long and you don't want to get stuck without a phone especially in a new city. Bring a charger.
Hand sanitizer - while we are past the pandemic, we have learned that people can be pretty germ-covered. With a day full of hand shaking and sign-ups, it's important to wash your hands before lunch and sanitize often!
Camera - this can be your phone (it's 2024), but don't forget to take (AND POST) event pictures. It's a great opportunity to stay relevant on LinkedIn and maximize ROI at the show and after.
Energy bars - or snacks. While most trade shows will have food, you're on your feet a lot and it's easy to work up an appetite. Nobody wants to get hangry or low blood sugar when you're trying to be at your best.
Reusable water bottle - while all events have a drink station or vending machines, you'll want a water bottle with a lid to keep germs (or anything else) out of your drink. It's also important to stay hydrated throughout the day especially when you're standing more than normal.
The last thing to remember is to HAVE FUN. The event always goes by faster than you think and it's such a great opportunity to network, grow your business, and learn.
Maximizing Your Next Event
If you need help planning your next trade show, we are here to help! Our team specializes in B2B and B2C events and can assist with:
Planning and strategy
Booth design and graphics
Giveaways and collateral
Event/booth training and engagement strategy
Planning keynotes and sponsorships
Client appreciation events and dinners
Employee appreciation and team building
Logistics/travel and lodging
Cohesive branding, apparel, and more!
If you need help with any/all of the above, email us today to request more information about our trade show and event packages for small, mid-market, and enterprise. Whether you're an attendee or a exhibitioner, we wish you a successful event ahead!
Comments