Thinking Ahead

It may only be June, but that October show is only a few months away. Is it on your radar yet? Have you thought about:

• The ship date?
• Which exhibit you are going to use?
• The deadlines to order services?
• Pre-show promotions?
• Key customers who will be at the show?
• If you bought space?
• Did you make hotel reservations?
• When is the badge deadline?
• Are you hiring any subcontractors?
• Do graphics need to be revised?
• Will you be holding a hosted event on site?
• Are there any conflicting shows on your schedule?
• Will your executives be expected? Is it on their calendar?

Just make this list and start to think about it. But not too long--the show opens in only 90 days.

TTSG

The well-planned and executed show

Consider that the well-planned and executed trade show does these two things:

1. Enhances all of your other marketing efforts
2. Brings your brand to life

Enhancing other efforts. When your ads, web pages, direct mail, sales collateral, electronic direct marketing, personal selling and publicity all have the same messages woven into them and match your show presence, you are memorable and truly "on message."

Bringing the brand to life. When you create an effective trade show experience, you are creating a unique selling environment. It is equal parts:

• Interactive (in real time)
• Human (1-on-1)
• Immersive (your brand surrounds the buyers)
• Dimensional (a 3-D space reflecting your brand and that is alive)

Lesson learned: Trade shows and events are THE most dramatic and memorable extension of your brand of all media.

TTSG

Thinking strategically

Many times in the process of producing a trade show or event we forget the intention and goal. Or we just plain start out on the wrong foot. As with any strategic undertaking, you need to have a process, you need to have your hands around what it is you are expecting to accomplish. Still Thinking in Threes, we need to approach shows by:

1. Planning completely.
2. Executing aggressively.
3. Following up thoroughly.

This is about getting to done with a result at the end.

TTSG

(Thanks to Marc Goldberg, CME, and partner in Marketech, Inc.)