Marketing For Trade Show Success! Planning, Producing and Profiting!

Last week I had the privilege to be a presenter at the MACE event put on by the Potomac Chapter of Meeting Professionals International. My topic was basically getting and calculating your Trade Show ROI. So here’s a summery of my presentation which might be helpful. Email me if you would like the worksheet as well!

Here’s the top 10 list!

Planning Producing Profiting –  a three stage process

10. Strategy – who is your audience?

Develop an actual “persona” of who you want to meet at the trade show.

9. What do you want to achieve? Quantify it!

How many contacts?
How many contracts?
How many room nights?

8.  Develop your message! What do you bring to the party?

What is your property’s overall message?
How do you relate this to the trade show?

7. Get the word out ahead of time!

Free – add it to your email signature with a link!
Almost free – send out an email message to your database.
Cost effective – direct mail, participation in co-op mailings & emails

6.Time to put on your game face – show some attitude.

Be open
Start the conversation

5. It is all about body language!

Booth set-up – no barriers
Sitting versus standing
Distractions – avoid!

4. Get the info – old school and new technology!

New technology – scan, etc.
Old technology – don’t forget to have a notebook, pad of paper or sign-up sheet.

3. Follow-up, follow-up, follow-up!

Never too early
Start before you leave – give your self a completion due date
More than once

2. Give yourself a deadline

Put it on the calendar – before you even go to the trade show!

1. Time to evaluate!

Complete your Return on Investment form and evaluate
Share your results with your team and your boss!

For more information contact:
Marjorie Lane
The Lane Marketing Group
Marketing·Public Relations·Events
Tel: 301-340-1700


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