Trade Shows are Hard Work

Christine Stamm

"…98, 99, 100. Ready or not, here I come!" My sons were recently playing flashlight tag with a group of friends while we were on vacation. Their strategy and scheming was nothing short of pure genius. Hiding spots were chosen, alliances were established, and super-secret methods of communication developed. My youngest (very blonde) even changed into jeans and a dark, hooded sweatshirt to better blend into the night and succeed at the game.

Once I got back to my desk at work and reviewed plans for upcoming trade events, I was reminded of how detailed my boys had planned a game. The calendar might say July and that World of Widgets trade show in Germany isn't until October, but now is not the time to relax and focus on other projects. Now is the best time to tackle two key elements in trade show preparation: purpose and planning.

It is critical to know why you are exhibiting at a particular show. Is it to create or improve awareness of your company, brand, service, or product? Is it to schedule one-on-one time with key customers/dealers/partners? Are you there to support an association or other organization? Are you using the event to recruit personnel? Are you looking to attract press attention? Will you be conducting product demonstrations? Are you introducing a new product? While there is no single right or wrong answer and this year's answers may be different from last year's you need to know what your goals and objectives are. How will you best communicate your message to the target? Will the decision makers or influencers of your key customers be there? Will your competitors be there and learning something from your strategy? Identify, recognize, and plan for your target audience.

Address each trade show individually and make certain that your display, graphics, booth personnel, and pre-show and on-site literature best supports the goals you have set. Ready or not, planning and effort before the show will determine the success or failure in reaching your goals this fall. The countdown has begun.

Coming next issue: Trade Show Preparations: Make the most of every opportunity.

-- Christine Stamm, Commerce Trade Show/Mission Coordinator