Trade Show Display Marketing Tips and Advice | Michael Ayoub Cranbrook Loans Game Plan Strategy For Trade Shows Why does strategic planning seem to be last on the to-do list for trade shows? Of course, planning for all the details involved in an exhibit is a given. But it is all too easy to fall into the trap of showing up at an event, hoping for the best. Based on sheer number of attendees, you will probably get a few leads. However, going to a show without strategic objectives in mind is not the best use of your marketing dollars and sales staff.
What are the components of a successful event strategy? In creating an event strategy, identify the following elements. Show objectives: What results do you want to achieve from the show? Perhaps you are looking for opportunities to actually sell your product on site and need to set a sales quota. If you have a long sales cycle, your objective may be to set appointments with 10 key prospects. Your objectives must be something that you can measure after the event.