Like an interview, tradeshow marketing yields success proportionate to the effort you put into it. Would you walk into a job interview cold?
Benjamin Franklin once said, “By failing to prepare, you are preparing to fail,” and that sentiment rings true for industry tradeshows. Events are important elements of any integrated marketing campaign, and can help position your company as a leader in your industry. No matter the industry, hundreds of business deals are conducted at trade shows each year, and getting a positive return on your investment requires a lot of planning and preparation before you even hit the show floor. Whether you are exhibiting, sponsoring or just attending, success lies in the planning.
Planning for the big day
Imagine showing up for a job interview without having done any preparation. What are your key talking points? What do you want to get out of the experience? How will you know if you’ve done well?
I’m not saying you should dry clean your best suit when you hit “send” on your job application (unless you want to), but planning for a trade show should start well ahead of the main event if you want it to be a success.
Events should be integrated into broader marketing strategies and not seen as standalone occurrences. As with any element in an integrated campaign – or that coveted job interview — attending an industry tradeshow requires thorough planning and analysis to ensure success.
With the right planning, event sponsorship and attendance can be a great way to reach prospects. Find more tips to make the most of your trade show presence on our podcast.