Making an Exhibition – The Allround Creative Practical Guide to Effective Trade Show Strategy

Effective Trade Show Strategy and Tactics - Before, During and After Event

This is the fourth and final article in our series on how to make the most of an exhibition or trade show. I hope you have enjoyed it and found some of the advice useful.

To refresh your memory, here’s a quick run-down of our tips for maximising the return on investment you gain from your next event:

Before the trade show event

• Planning is crucial – make sure to think out every aspect thoroughly and develop a clear strategy
• Maximise the opportunities to meet people at the event by getting the word out about your attendance
• Think about the problems people visiting your stand are trying to solve and how you can demonstrate help
• Decide on a range of techniques for attracting visitors to your stand and engaging them, such as: advertising in the event programme; floor stickers and banners pointing the way to your stand; demos, offers and incentives; a competition; and scheduled talks or workshops
• Don’t skimp on your stand and display – the right design can make a huge impact on visitors

At the trade show event

• Ensure every member of your team is well briefed
• Make sure there’s always someone available to greet new arrivals
• Roster in scheduled breaks away from the stand so no-one is caught off-guard, relaxing or eating
• Take the opportunity to offer free consultations at the event – this is a great opportunity to open dialogue
• Keep promotional items and literature on prominent display and topped up
• Leverage relationships with other exhibitors, including personally introducing new contacts
• Prioritise collecting visitors’ contact details and taking note of their needs and how you could help

 Afte the trade show 

• Follow up effectively with contacts using email marketing and personal calls
• Prioritise prospects and develop and 'nurture pot'
• Using metrics to assess return on your investment and identify improvements for future events

Don’t go it alone – let us help you!

The Allround Creative Agency helps clients make the most of exhibitions and trade shows in a wide variety of ways, including:

Pre-event

• Strategy and planning
• Stand space negotiation
• Stand design and build
• Development of promotional materials
• Exhibition behaviour training
• Health and safety, including risk assessments
• Pre-event marketing
• Accommodation booking
• Sponsorship negotiation

 During the trade show event

• Stand transportation and build
• Effective time planning
• Media liaison
• Video and photography
• Stand management
• Data capture
• Competition management

After the trade show event 

• Analysis and qualification of leads captured
• Follow-up strategy
• Focused marketing to engage new contacts
• Extended  lead generation campaigns
• Competition follow-up
• Opportunity nurturing
• Video production
• Post-event PR
• Stand storage and refurbishment
• Evaluating return on investment

Trade show strategies and marketing | Contact Sales | Reading Berkshire UK