Trade Shows

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Trade Shows

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Trade Shows

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4 P's to Exhibiting Practice

Planning – lays the foundation for exhibiting.

Promotion – communicates consistent message.

People - focuses on the team represent you at the event.

Productivity - includes after-show follow-up.



3 Basic Principles

Know what results you want. Set measurable goals. Plan your strategy.



Trade Show Planning Blueprint

Understand where exhibitions fit into your overall Corporate Marketing Strategy.

Explore why you are exhibiting?

What does you company want to exhibit?

Who is your target audience?

What is your exhibiting budget?

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What do you want to achieve?

Generate new leads

Write orders

Increase visibility and brand awareness

To showcase new products/services

Provide target audience/customer education

Recruit dealers or distributors

Conduct market research

Strengthen existing relationships




Be a SMART Goal Setter

Whatever your exhibiting goals are, they need to be written down. Always follow the SMART principle:

S - Specific M - Measurable. A - Attainable. R - Realistic. T - Time frame




Understand Attendee's Goals…

Six Common Reasons Attendees Go to Shows:

1.See new products and services2.Research specific information3.Buy products and services4.Network with industry peers5.Attend educational workshops6.Keep abreast of industry trends




Choosing the Right Show

1. How well does the exhibition fit your company’s marketing needs?

2. How convenient are the exhibition dates?3. What other events are scheduled on those dates?4. How convenient is the exhibition location?5. What percentage of attendees fall into your company’s

target market?6. What percentage of attendees come from company’s

major service areas?7. What does show management do to promote the show?8. What is the exhibition’s past success rate?9. Which of your company’s competitors also exhibit at this

exhibition?10. What return on investment can your company expect

from the exhibition?

After the ShowMeasure Results

Publish a summary report after each event

List the goals achieved

List challenges faced

Staff presentation

Booth presentations

Brand presentation

Improvements/suggestions for future trade events




Trade Shows

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