The Secret to a Successful Trade Show

The first question to ask is the most basic but the most essential to your trade show success: Why are you exhibiting? Knowing the answer to that question is the key to whether your next trade show will meet with frustration or success.

While most exhibitors are looking to generate leads and build awareness of their brand or products, many also exhibit to build relationships or introduce new products. It is vital to know exactly what you need to get out of each show because it is the starting point for so many other decisions you will have to make before the event. Your exhibit strategy lays the foundation for the shows you pick, the people you send and the booth you use. 

Once you know the reason you are exhibiting, you can now set goals and budget based on that/those objective(s).  For example, if you decide your objective is to generate leads, you can calculate how many leads you need in order to justify participating in the show. The number of leads you want to generate will impact where your booth should be placed, but also what your message and offer need to be as well as how many staffers you need to work the show. The number of staffers will impact what size booth you need. All these decisions are become easier to make once you establish what your reasons are for exhibiting in the first place.

If you find these decisions overwhelming, don’t worry. You are not alone. Our ExpoPlus team of event managers is standing by to support you every step of the way from pre-show planning to post-show wrap up and evaluation. Contact us for a free, custom consultation.

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