Trade exhibits are expensive for exhibitors, and sales executives have the difficult challenge of making every dollar spent on participation in the trade show worthwhile. Since attending trade shows is a sponsored activity, there is a possibility that if there isn’t a clear impact on the top line and corporate earnings at the end of the day, concerns will be raised and people will be let go.
However, salespeople may always reduce risks to a minimum by being proactive in allocating time, energy, and resources to trade show preparation.
What is the best approach to planning for trade exhibits given that there are predetermined selling and non-selling objectives to achieve?
The layout of the venue of the trade show
Be sure to thoroughly research the trade fair site before signing up to participate. Keep in mind that a trade show is a marketplace, and a lack of knowledge about the local environment might affect the number of attendees, the visibility of the brand, and the caliber of lead generation.
What specifics of the trade show location should be taken into account throughout the planning process?
First, notice the city, the logistical paths, and the associated transportation expenses. How do you plan to deploy large goods or inventory to the location if you have to carry them?
Find out your neighbors at the trade show
Your neighbor is the first comparison. The “keeping up with the Joneses” display effect in marketing manifests itself in the minds of trade fair attendees. Your brand will be isolated from the rest of the industry vertical if you don’t keep up with the Joneses.
Get to know your neighbor before registering for the trade show event. Seek information on the other vertical companies that are in discussions with the trade show organizers and are willing to participate, as well as those who have committed to attending the event.
Analyze the persona of the buyer
A trade show is a social event. It aims to link consumers with brands. Keep in mind that connecting with people is the main goal of attending the trade event. Your brand will not know whom to sell to if it is not in the people’s know-how.
Next, examine the buyer persona. Who are the individuals you hope to meet or are most likely to meet at the booth?
When a new fiscal year begins, planning for a trade show should get underway. It should involve people from many departments and pick up steam as the days until event registration gets closer.