One of the agenda items from TSEA’s Red Diamond Congress was a discussion of trade show audits. Applause! Applause! Shows that audit themselves send a significant message to the entire industry that their numbers are verified.
Going Beyond the Audit
In my opinion audits are important. However, I want to suggest another very critical element an exhibitor should request from any show organizer. The audit shows the history for last year. What marketing strategies and tactics are they deploying this year to create an audience? Everything changes from year-to-year. What worked last year may or may not be effective this year.
As an exhibitor you should know what your prospect audience segments are. And you are relying on a show to draw those types of prospects into their event. But how are they going about it? Does the marketing plan have a sound footing and can it be achieved?
Normally they share their marketing plan in their Exhibitor Prospectus. It provides a high level view of their marketing efforts. I would suggest having a discussion and drilling down a bit. Get to know their marketing person and ask some of the following questions. This is not an inquisition but a meeting of two marketing minds where you are going to walk away and know that they are the right track or not.
- What had worked last year to draw the audience?
- What did they try and it may not have been totally effective? How will they adjust or abandon that tactic?
- What new tactics are being considered for this year?
- What type social media efforts are they using? And how deep are they into it?
- What type of money are they spending to generate their audience?
- What are their time lines for their marketing?
Use your own knowledge of general marketing to assess if they have a good plan put together. You might be able to make a suggestion or two since you both are going after the same audiences, what has worked for you?
What is the Exhibitor’s responsibility to draw an audience?
It is my firm convection that exhibitors are equally yoked with show management to draw an audience to the show. It is as much YOUR responsibility to bring the audience as it is the show’s. So what are your plans?
Here are my questions for you:
- Are you taking advantage of free invitations the show offers and sending them to your target market?
- What direct mail or email campaigns have you designed to solicit the appropriate audiences? Normally this is more than a one time occurrence.
- In your campaigns have you given the prospect a compelling message to have them be destination bound to your booth? Please go beyond a post card that says – see us in Booth 123. Put your mindset into the prospects mind and answer – what’s in it for me?
- Are you using this event to schedule meetings with customers and prospects?
- What social media platforms are you using to draw an audience to your booth?
Trade show success is the combined effort of the show and its exhibitors. Each must pull their own weight to determine ultimate success.
Rich Erschik has a slogan he uses: Trade Shows Don’t Cost – They Pay! As an exhibitor if you truly get this concept, then you understand how the show effort can pay off handsomely for your firm and your career if executed correctly.
