Are You Winning the Trade Show Game?

Jack Blog

March 24th, 2014 By Jack Morton

When it comes to your trade show program, are you always striving to win? Do you have a sense of how well you’re doing? We’ve developed a rate-yourself scorecard to help you figure out where you stand. Just give yourself 1 to 5 points in each category (with 5 being the highest), add up your score, and see how you did!

  • Do your trade show strategy and objectives support, complement, and ladder up to your overall marketing objectives?
    1 – What do you mean by objectives?
    5 – Yes, we establish objectives and KPI’s for trade shows specifically that align with overall business goals
  • Do you target your most critically important customers and prospects – and are you getting traction where engagement and sales are concerned?
    1 – We spend a lot of time with ‘fluff’ attendees’
    5 – We spend all our time with our targeted audiences, and navigate them through a meaningful experience
  • Is your exhibit experience one that separates you from the pack? Are those who stopped in to see you still talking about you at the bar and on the plane?
    1 – Attendees probably forget about us… if they even know we’re there
    5 – Yes! And they look forward to meeting with/talking to us soon!
  • Do you engage with your audience after the show is over?
    1 – I don’t know
    5 – Yes, we work with our sales team/booth staff to make sure there is a clear strategy for following up and personalizing communication after the show

Final Scorecard

20 points:  You are a star and are obviously doing things right.  We can help you get extra credit.

15-19 points:  No reason to panic – but there’s some room for improvement.  With a little help (ideally from us), you can move to the top of the class.

10-14 points:  Course correction required.  Reboot and rethink.  We can help your exhibit experience resonate with the people that matter most to your brand.

0-9 points:  It sounds like your overall trade show program needs to be reevaluated. Call Jack – we can help!

To see our 7 Ways to Win the Trade Show Game whitepaper on SlideShare, please click here.