As you start your 2016 trade show and event schedule, remember to keep your strategy and objectives top of mind in each logistical decision you make. And, make sure your entire team understands why the event is important for your brand.
Prioritize the top reasons for attending. There are numerous reasons you selected the event. However, prioritize the top reasons and communicate those to your team, including your exhibit builders, graphic designers, sales team and any team member working on the project whether at the show or back at the office.
Identify your top products and services. If you are attending an event to promote products, confirm the product will be ready for display and it will have the appropriate display available to draw attention. Don’t forget marketing collateral materials on your products and any training materials for your on-site team.
Get your team ready for “show business”. If your team understands your priorities, they will be ready to conduct business, but don’t forget to prepare them to be successful. Recruit enthusiastic, courteous, knowledgeable booth staff and consider Brand Ambassadors to assist them. Hold a training meetings before you leave for the event, at show-start and consider daily touch-point meetings. Meetings should be mandatory and share corporate strategy, individual and team goals, product training on new products and services, good booth etiquette, tips on how to greet, engage and disengage with prospects.
Followup. We talk a lot about followup with attendees, but it is also important to followup with your team after an event. Revisit why you decided to attend and your initial goals. Were they met? How did your sales team perform, as a team and individuals? Depending on your sales cycle, consider a short-term and long-term followup report. Recaping the show’s performance may encourage your team to beat their metrics at the next show.