4 Steps to Take When Prepping Your Trade Show Strategy

Trade Show Strategy

With the new year right around the corner, now is an excellent time to start prepping for the next tradeshow season ahead. From refreshing your exhibit to reviewing your marketing plan to performing a “lessons learned” audit, here are a few things to think about your trade show strategy and gear up for your brand’s next big event.

Objectives are the place to begin, now is the time to give your last and most recent show and marketing plan a hard look. What lessons did you learn? Are there ways in which you can streamline and trim your budget or exhibit environment? Consider some options to drive ROI and ROO. Think about using custom exhibit rentals vs. owning your exhibit. Dive in and explore effective, comprehensive pre-show marketing vs. an all or none marketing approach at the show.

Give your message a spring awakening by taking the load off. Incorporating digital asset tactics like MEDIA SUITE into your exhibit plan means you not only open up valuable space for increased traffic flow in your environment. The environment and your prospects will thank you. What with no cost for printing and shipping of old-school literature, your bottom line will lighten up too, improving total ROI from your tradeshow program.

Has your messaging and branding remained the same or is there something new to consider? After you peel back the layers of your last show; take it as a cue to bring in the new content and information. Remember to be fluid and flexible, appreciating that the information may change. Get the process started, considering new, different and innovative ways to wake up your environment.

If this time of year isn’t your industry’s tradeshow season, now is also an excellent time to expand your horizons. Carve out some time to take a field trip and walk through tradeshows or events outside of your industry. Be observant, with a keen eye for what looks new, and interesting, capturing your attention. It’s always a good practice to step out of your comfort zone and look for ways to take your brand, your business and your next event to the next level. Soak it up.

Planning always pays off and reaps bottom-line benefits all year long. Puts a spring in your step, doesn’t it? Get started now.