MEASURABLE OBJECTIVESBefore you reserve your space and write the check, decide what you want to accomplish. Have specific objectives in mind, and measure the results. For example:
Two other measures that are less direct, but also helpful are:
THERE ARE NO BAD LOCATIONS, ONLY BETTER ONESNot every location in the room is equal. Selecting a good location will help you make the most of your investment. So register early because the best spaces go fast.
Spaces That Do Work:
Spaces That Don’t Work:
UPFRONT PLANNINGOnce your reservation is finalized, it is time to begin planning your promotion strategy. Be smart. Preplan before you walk in the doors. Below are a few suggestions to help you get started:
DO'S AND DON'TS DURING THE SHOWLittle things can make a huge difference as you try to attract people into your booth. It is easy if you avoid a few common mistakes:
AFTER THE SHOWThis is the most important part of your home show planning. As you walk out the door to attend the show, your follow-up plan should already be in place, ready to launch when you return. Create your follow-up packets in advance, so after the show all you have to do is attach the label and postage.
While your competitors are still trying to figure out what to send, your prospects are already reviewing your information! Just as a reminder, follow-up packets should be in the hands of the attendee 3-5 days after the home show.
Before you return to business as usual, take a few minutes to review your trade show performance. Were you happy with the results? Why or why not. Think about what you could do differently, make notes while the show is still fresh in your memory. And ask your employees for feedback as well.
Publication date: 05/21/2007