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3 Pre-Event Essentials Often Overlooked in Trade Show Prep

Amanda Campbell

Updated: Oct 15, 2024

Participating in Terrapinn World Aviation Festival, International Air Transport Association (IATA) WPS, T2RL Engage, or any other industry event? You will know that preparation isn't just a step; it's the roadmap to success. Sure, it's not rocket science, but let's face it—details slip through the cracks! So why not revisit your trade show checklist and maximize your event investment? Let's start by looking at three often-overlooked essentials that can significantly impact your trade show success.


  1. Turn Objectives into Targets

Yes, setting objectives is crucial. But what good is it to aim for 'new leads' without clear, measurable metrics? These outcomes will help evaluate activity and inform future investment decisions. Event participation is usually a team activity, so take objective setting one step further and socialize them internally before the event. Inspire the team to hit these targets, making it clear what you expect. With everyone onboard and on the same page, you will be better placed to bring in the rewards.


2. Communicate You'll Be There

Booths, passes, travel, and collateral are the foundations for most trade show participation. But how will you let prospects know they can meet you there? Depending on your go-to-market strategy, 1:1 sales or account management outreach will likely be the most successful means - but don't underestimate the "air cover" support social media and marketing emails can provide. The opportunity for brand awareness and staying top of mind is ripe for the picking - don't let it pass you by. You will see the benefit in footfall to the booth and warmer conversations when networking.


3. Coordinate Your Outreach

These days, outreach is even easier with LinkedIn and networking apps like Swapcard. But when should you use them? Our current rule of thumb is if you know someone, email them. If you don't know them, yet they are in your network, reach out on LinkedIn and use the networking app. If you can't track someone down elsewhere, just use the networking app. We find that most people use their own calendars for scheduling, so don't rely 100% on the networking app to lock in a time and place.


Continue beyond one "ping." If you are confident your solution will add value and the prospect would benefit from meeting you, it's OK to reach out more than once - but no more than three times. There is a caveat - make sure no one in your team is doing the same thing. Invest time in research and coordinate your outreach so your company comes across as considered, adding value, and forging trusted relationships - not just "bringing in leads."

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