Trade show display events can be a major contribution to the success of your company s annual marketing plan (and bottom line), but only when carefully planned and executed. Trade show exhibits that enjoy the most accomplishment are tailor-made. Tailor-made means that every aspect of the display and all plans are tailored to the expected audience at the show. Of course, then, this hinges upon selecting the right show, or shows, to take part in.
A huge mistake is to enter a show because we have always done this show , or because your competitors will be there. Which show you should enter depends upon your target audience. Everything else is secondary. If your target demographic (audience) will be attending a certain show, that is the one to choose. Most often the theme of the show determines the attending market. For example, if you sell boating accessories or personal water craft, a boat show is the best choice. Or, if you sell electronics, you should select an electronics show, and so on. Although this sounds elementary, it is surprising how many companies exhibit in shows that they simply should not enter.
Analyze the expected trade show audience. Get plenty of information from the show sponsorship and decide if the potential event is a good fit for your company. This should be done months in advance of the actual trade show planning stage. When the proper show is determined, it is time to begin building a comprehensive master plan.
When tailoring a display, here are some key points to consider shrewdly:
To sum up, when you have researched a potential show, and understand the theme and the expected audience, it is then possible to tailor-make an trade show exhibit that is an excellent fit for your company within the event theme. Every element of a tailor-made custom display is determined by a marketing message (and master plan) that is sensibly created from knowing the target market attending the show. This is the formula for a highly successful trade show campaign.