Where did you learn how to exhibit?
I’m betting you don’t have a degree in exhibit marketing. You probably didn’t even take classes on it in college.
If you’re like most people, you got thrown into the deep end and had to learn as you went along.
But that’s exhausting, right? So I’m guessing you fell into a rhythm of doing the same things (or nearly so), show after show.
It doesn’t have to be that way! And since we’re heading into fall, it’s the perfect time to get back to exhibiting basics (and beyond).
So over the next few weeks, I’ll be sharing a 5-part series of “Back to School” tips & tools to help sharpen your trade show skills.
This week, it’s all about having a solid plan … long before the show ever begins.
In fact, the more strategic you get before you even begin checking things off your exhibiting to-do list, the greater the results you’ll get out of that show.
During Exhibit Marketing Camp this summer, one activity that sparked a lively conversation was the ROI Potential Quiz. In it, I ask exhibitors some pretty basic, but point-blank questions about their audience, goals, booth design, message, lead management, and more. Turns out those questions can make even seasoned exhibitors nervous.
3 Answers to Know Before Your Next Show
Before you ever even sign up for a trade show, have you considered what’s driving your decision to exhibit?
Success starts long before you hit the show floor … sometimes even before you book the booth space. This Trade Show Insights episode shares three pivotal questions you must answer to transform your booth from simply “showing up” to becoming the star of the show.
But this process isn’t just for newbies! It’s for every exhibitor who wants to rethink how their trade show presence delivers results, even if your budget’s tight or you’re exhibiting at smaller shows.
If you’re tired of doing trade shows out of habit, hoping for a miracle, this episode could be the catalyst that reframes how you plan everything.
(Prefer to read instead of listen? Here’s where you’ll find this post.)
Let Your Goals Be Your Guide
Ever find yourself setting up the booth and wondering, “What exactly are we hoping to achieve?”
You’re not alone! In this episode from the Trade Show Insights archives, you’ll learn why the most common trade show goals are often too vague to deliver any concrete results.
Instead, your goals should influence every planning decision you make. No matter whether you want to draw crowds or cultivate exclusive high-level conversations, you’ll hear how to craft your exhibit to achieve those results.
Keeping your goal at the center of your exhibit strategy brings everything else into focus, and keeps you from wasting valuable time and resources.
If you’ve ever wondered how to turn trade show chaos into confidence, this episode will show you the way.
Listen for ways take your shows to the next level. (Or read it here.)
Mind the Gap
If you don’t have clear goals, a guiding strategy, and a deliberate follow-up system … the entire point of exhibiting is lost. This “system gap” is where most exhibitors are struggling.
So when I say “Exhibitor Education,” I’m talking about so much more than just what you do on the show floor. (I actually wrote a Manifesto about this!)
It’s about becoming better educated on the entire exhibiting process … including every step along the way:
- Setting realistic, measurable goals
- Creating an engaging exhibit that attracts
- Promoting so the right people find you
- Training your staff to maximize those in-booth conversations
- And following up effectively so those leads become clients
None of this happens by accident. So if you’re an exhibit manager who’s tired of feeling invisible or unrecognized inside your organization, it’s time to go Back to School.
Let’s get you the respect you deserve as the strategic leader who visibly contributes to your company’s bottom line.
Want more insights & in-depth advice on building your exhibit marketing strategy?
Want more insights & in-depth advice on building your exhibit marketing strategy?This 5-part series corresponds to the sections in my book, Build a Better Trade Show Image. It’s the how-to guide I wish I had before my first exhibit, and exhibitors from around the world now consider it the essential handbook to improve their trade show results.
Pick up a copy & start building your own strategy.
Already have a copy?
Post a book selfie on LinkedIn & tag me. I’ll send you a special bonus gift!
Recommended Tool:
Are you a new exhibitor?
I created a Beginner’s Guide to Exhibit Marketing Toolkit just for you.
Because a successful exhibit experience depends on more than just what happens in your booth. It’s a process that starts before you ever enter the trade show floor, and continues long after the event ends.
But you don’t have to guess at what needs to be done. This toolkit has strategic tips and tools that you can implement, along with a checklist and glossary of terms you need to know.
Want access? Send me a message!
