Gam e P l a n

S t r at e g y f o r
Trade S h o w s

877.730.5300
www.thetradeshownetwork.com
 Why does strategic planning seem to be last on
the to-do list for trade shows?
Of course, planning for all the details involved in an exhibit is a given. But it is all too easy to fall
into the trap of showing up at an event, hoping for the best. Based on sheer number of attendees,
you will probably get a few leads. However, going to a show without strategic objectives in mind is
not the best use of your marketing dollars and sales staff.

What are the components of a successful event strategy?

(The diagram below highlights the three major components)

Business Objectives and Goals

Marketing Strategy

Advertising & Public

Collateral Trade Shows Websites
Promotions Relations

1. Event Objectives

2. Target Audience

3. Major Messages and Identity

Event Strategy

Pre-Show Booth On-Site Post-Show

Marketing Experience Marketing Marketing

Measurement
Game Plan Strategy for Trade Shows | 1
 Business Objectives
It all starts with the overall business
objectives of your company. While working
from your basic business objectives may
seem obvious, the fundamentals can be
overlooked. How can this event promote
your overall company objectives, sales
revenues, brand personality, products
and services, and target markets?

For example, you may be introducing your

products to a new industry in a new event.
In that case, your event strategy needs to
include educating the market about both
your company and your products. By focusing
on the business objectives, you can create
an event strategy to meet those objectives while promoting the identity of your company and
targeting the right audience. Take the time to research and analyze these components before
putting an event plan in place, or hire someone to help you.

Marketing Strategy
The next component is fitting the event into your overall marketing
strategy. The key is to make sure that each component of your marketing
plan is working with your event strategy. When you are preparing for an event,
post it on your website, advertise it through industry publications and social
media, and promote it through public relations. The worst feeling is to attend
an event where your customers did not even know to look for you! Trade
show events should help you both reach new prospects and reinforce your
existing customer relationships. Take advantage of all your marketing efforts
to promote your trade show event activities.

Game Plan Strategy for Trade Shows | 2

 Event Strategy
Once you have focused on specific business objectives and overall marketing objectives,
you can create an effective event strategy specific to a trade show event. The same strategy
cannot be used for every event, because every event is unique.

In creating an event strategy, identify the following elements.

Show objectives:
What results do you want to achieve from the show? Perhaps you are looking
for opportunities to actually sell your product on site and need to set a
sales quota. If you have a long sales cycle, your objective may be to set
appointments with 10 key prospects. Your objectives must be something
that you can measure after the event.

Target audience:
What segment of attendees might buy your product or service? What are
they specifically looking for that your company can provide? How can you
best reach your exact target?

Brand messages:
What major messages do you want to communicate that will be remembered after the
show? How can your exhibit and all your collateral materials work together to communicate
those messages?

The best event strategy involves planning

for before, during, and after the show.

Pre-show marketing:
How will you communicate that you are attending the show before the event?
Will you send an invitation to key prospects or advertise in the show catalog?

Booth experience:
What will happen when they visit your exhibit space? Do you need product
demonstrations or a private conference room or both?

On-site marketing:
What information will you convey at the event and how will you capture
leads?

Post-show marketing:
How will you follow up with clients and prospects after the event?
A surprising number of exhibitors collect names but have no plan for
getting in contact with those people after the event.

Game Plan Strategy for Trade Shows | 3

 Evaluation
The final step is to evaluate the components of the plan and
your results after the event to determine whether the event was
successful. Work with the sales team to find out if the leads met their
objectives and how much business they closed as a result. Document
what worked and what failed and decide whether to participate in the
event again based on your results.

By taking a strategic approach to every event, your bottom-line

results from your trade show efforts are bound to get better.

You really can plan on it.

About The Tradeshow

Network Marketing Group
The Tradeshow Network Marketing Group is a
full-service trade show display company based in
Chicago, Illinois, which serves clients nationally and
internationally.

Products include:

• custom exhibit designs

• modular exhibit displays
• island exhibits
• fabric booths
• other trade show supply accessories.

In addition, The Tradeshow Network Marketing

Group offers a rental display inventory depot with a
variety of choices to fit all budgets and trade show
display booth space sizes.

Comprehensive trade show services including:

• exhibit design
• booth installation and dismantle
• trade show logistics
• exhibit storage
• exhibit management
• trade show marketing services

Contact us for any details!!

877.730.5300
Planning
Game Planfor Trade for
Strategy Show Success
Trade Shows||44 www.thetradeshownetwork.com