Ask These Three Questions During Trade Show Planning

There are plenty of questions that can be asked in the process of trade show planning. But today, I’m going to highlight just three. Why? For starters, I think these three provocative questions are the key to valuable information and insights that will have a positive effect on your marketing efforts. Also, while the questions might seem simple, the process of answering them is not. But the effort involved will pay dividends on the show floor—and afterwards, when you’re following up with the trade show leads earned by doing your job successfully.

Trade Show Planning: 20x20 Trade Show Rental with conference room, product kiosk, work stations, and large curved header.

20×20 Trade Show Rental with conference room, product kiosk, work stations, and large curved header.

1) Who Do We Think We Are?

It sounds like a simple question, but its impact can be immense, literally changing your perspective on how you approach marketing your company.

In its most basic form, this question asks you to define what your company is and what it stands for, and what value proposition you offer prospects who visit your trade show booth.

How can it be so powerful in its impact on your marketing? Because many companies have never asked the question, assuming that trade show audiences know who they are and what they stand for. But studies show that who you think you are or what you think your clients and prospects know may be vastly different from reality. If that’s the case, then your marketing efforts may be full of holes, or completely ineffective.

Maybe you’ve seen the TV show “Who Do You Think You Are?” In the show, celebrities are guided through a genealogical search to find their heritage. Like all good television, it’s the surprises along the way that make the show interesting. I think you might be in for some surprises, as well, by asking the question on a company-wide level.

For instance, are you as a company living up to your brand promise? Do your prospects even know what your brand promise is? It’s got to be more than a slogan; it has to be something you deliver on—something that distinguishes and differentiates you from your competition.

If you figure out the answer to this question while you’re planning what you’ll do on the trade show floor, you’re well on your way to being more successful during show time.

2) What Are We Doing Here?

Simply put, do you know why you’re going to a particular trade show? It can’t be for reasons like

  • “We’d be conspicuous by our absence” or
  • “We’ve got to be there, because our competitors are there.”

You need reasons that make solid financial sense to your company because, for most exhibitors, the show has to pay for itself (in terms of leads generated) in order for them to put it on their calendar.

There’s another way in which asking this question will help: you need to know what your goals are for each show individually.

On the most superficial level, you need to know how many leads you’re after. That will have an impact on how many booth staffers you’ll bring to the show, how many premium items you’ll need and how big your booth should be.

You also need to know what you’ll do at the show to attract attention to your trade show booth:

  • Will you be inviting prospects to visit your exhibit through pre-show mailings or emails?
  • Will your sales staff be calling prospects to set appointments?
  • Will you have some sort of an attraction in your exhibit—anything from a celebrity signing autographs to a live presentation?

Once you know the reasons you’re going to the show, and what you plan to accomplish, you’ll be much closer to actually accomplishing it.

3) Where Do We Think We’re Going?

This final question will have a bearing on your actions long before the show is over, because that’s when lead follow up really starts: in the planning stages.

You’ll need the materials and resources to follow up effectively, such as brochures, sales sheets, website landing pages, etc.

You’ll also need staffers who’ll be tasked with actually following through on the follow up, and they’ll need the dedicated time to do so. Follow up that’s not timely (within a week after the show) isn’t effective follow up.

So ask yourself how many leads you’re going after, so you’ll know when you have succeeded. Then plan how these leads will be followed up on:

Trade Show Tower

Trade Show Tower

  • who will assign the leads,
  • who’ll make the calls,
  • who’ll send out literature or letters after the initial post-show contact?

You’ll also want to ask this question at the show. Day by day, check your lead counts.

  • Are you headed toward your ultimate goals for the number of leads you wanted from this show?
  • If not, how can you adjust your efforts on the show floor to get to that point?

Exhibiting requires occasional course correction, and asking this question will highlight where things are off course.

Finally, ask the question again after the show.

  • Did you reach your goals?
  • Even beyond the number of leads, did you accomplish other things you’d hoped to?

This might include things like getting upper management more involved in the trade show program, or finding new ways for Sales and Marketing to work more effectively together, identifying an opportunity to partner with another exhibitor, or finding potential new hires from among the show’s attendees.

If you can’t tell by my writing, we eat, live and breathe the world of trade shows. We truly get a kick out of helping companies create exhibits that help them succeed on the show floor. If that’s something you need help with, let us show you how our complete line of major trade show display products and supplies can provide whatever you need to succeed. Call us at (425) 556-9511 or email [email protected].

For more, check out how to use long term planning to boost ROI or our article on display stands.