Doing Trade Shows and Live Events The “Right” Way

Have you ever exhibited at trade shows or hosted live events that did not turn out the way you hoped they would?  You planned for months and months thinking about how “this event is going to be EPIC!”, but once the event is over, you are feeling less than enthused and decide to eat the cost and move on, hoping that “next year it will be better”.

Sound familiar?

I don’t mean to step on any toes, but when you are in that situation, have you ever thought that you may not have prepared as much as you should have?  Maybe you did prepare, but you had no idea how prepared you actually had to be.

No worries! We have a 4 step process that can give you the boost you need to maximize results at your next event.

1. Prepare For Success

When you are preparing for your event you need to make sure you know all the details about the vent.  This includes knowing what type of event you are going to showcase your brand (ex: trade show, live event), knowing your audience, an estimated percentage of your audience who are attending the event and your budget.

Then you can take all this information to create a plan that will engage your audience before, during and after the event.

2. Get the Word Out

It’s always best to make some noise before your event. This will let people know where you will be and why they should take the time to come see you.

Here are some ways to promote your event:

  • Add a note in your email signature
  • Promote on social media
  • Send a direct mail piece to attendees (if you have a list)
  • Talk about it!

3. Marketing at the Event

When the day of the event has come, you still need to work your magic.  Continue to promote your company with unique contests and demonstrations. These activities will create buzz and will help set you apart from everyone else who is there, especially from your competitors.

4. Followup, Followup, Followup!

I cannot stress this enough, you need to do the work after an event in order for it to be a success!  The majority of people don’t follow-up after a live event or trade show. Always follow-up because this is where your hard work preparing for the event will pay off!  You never know who will give you feedback, testimonials, referrals, and even business.

Following this framework is half the battle.  Actually making this framework work for you and your brand will be even better for you! It will help you set yourself apart, stand out, gain more visibility and maximize your ROI.

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