· Fourth, think about the key messages you want to convey to show attendees and how you want to communicate them – entertainment, presentation, etc. What are the key messages? Work with your creative team to discuss how these key messages will be implemented in the EM approach to your exhibit.
· Keep your brand in the forefront, always maintain brand visibility and presence. After all, this is why you are at the trade show.
· Fifth, spend time training your booth staff on the exhibit objectives and key messages of the show. They play an important role in helping prospects experience the full message? Don’t forget training in the operation of any new equipment.
· Sixth, develop a workable lead-generation and follow-up strategy. It doesn’t matter how amazing your booth is; if you don’t capture leads and follow them up in a timely manner, you’re wasting your budget.
· Seventh, define what you want the customer experience to be – interactive, entertainment, presentation, etc. Consider the physical layout of the booth and design elements. How many points of entry do you want? If applicable, how many monitors will be necessary and where will they need to be placed to ensure maximum attention-grabbing? Will you need a separate conference area?
· Eighth, maintain an underlying thread of how whatever you choose to do, can and will distinguish you from any competitors exhibiting at the same show – better visuals, emphasis on what makes your product/service superior, and so on.
· Finally, allow yourself enough time to plan properly. Trying to throw something together at the eleventh hour will almost invariably end up with mishaps and malfunctions occurring. Start laying things out as early as six months out. What sort of technology will work best? If you’re using live entertainment, what do they need to know to understand your industry’s/company’s culture better and feel comfortable with it? Do you want to send press releases out in advance or invite the media to attend? How much time will be needed to ensure everything works properly?
Before you define the strategy for your next tradeshow, consider an EM approach. Meet with your creative team, develop a detailed framework as noted above, then contact an EM professional. Put your collective heads together and begin the fun and rewarding brainstorming process.
Perry DeGregorio is founder of Experiential Marketing Associates (EMA), a leading integrated event marketing firm who partners with companies to create experiences that engage, educate and inspire. For more information visit www.experientialllc.com or call (973) 882-4600.
