Trade show success is more than showing up - let's dive into 'why'

Have you ever spent thousands on an event or trade show and come away feeling disappointed? Your customers and partners were there—as were your competitors—so it should have been a good investment, right? Not always. When you finish up a busy event lamenting a meager return, the root causes often lie in two oversights: objective setting and preparation. Setting clear objectives for your events is like drawing a roadmap to success, and preparation will ensure you are well-equipped to reach your ROI destination.

So, what does winning event preparation entail?

To captivate, your presence must resonate with your sweet spot prospects from your Ideal Customer Profile. Start by identifying who you need to zero in on. Then, prime your 'owned channels,' that is, the platforms you control, and communicate your value proposition. Your website, blog, landing pages, emails, and social media (especially LinkedIn) should inform and engage, positioning your value above the rest. Pre-event communications should ideally start around six weeks before the show.

Chart a course for your prospects that's not just a path to your booth but an invitation to discover your solutions to their pain points. Leave nothing to chance. Set up meetings in advance and ensure potential customers see you not as a coffee stop but as a problem-solver. 

In the carnival of distraction that is a typical event or tradeshow, your stand must draw prospects in and clearly communicate what you do and what sets you apart. Otherwise, they'll sip your coffee, pocket your freebies, and move on with no imprint of your offering in their minds. Without an enduring impression, you may miss making the 'day one' shortlist of vendors when they are ready to buy.

Once the show has finished, you might head home, considering the activity ticked off your to-do list, and wait for inquiries to flood in. But you would be missing a trick. As soon as possible, reach out to the folks you have met to let them know you valued meeting them and will follow up over the coming days. Your potential customers and partners need to know they are important to you, and this will show they matter.

Buying the pass or booking the booth is just the first step when investing in an event. Plan to take your audience on a journey - with the trade show at the center of the narrative in the weeks and months leading up to the show. Clearly communicate that you understand their challenges and opportunities. Then, when you offer that coffee, they’ll be eager for the solutions you bring to the table.