3. Define your goals:
• To get the latest news and trends about your industry
• To meet and strengthen vendor contacts
• To deepen and expand peer contacts
• To increase your customer base
• To raise awareness of your brand
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4. Next steps:
• Make exhibiting at shows a key element of your marketing efforts
for the year.
• Determine which shows will give you the best ROI for your budget.
• Develop a creative strategy to guide you throughout the process
of building your exhibit.
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6. • Plan ahead so you have enough time to design, build and rehearse
your exhibit so it’s a credit to your brand.
• Include ALL forms of media in your communications plan
– including social media.
• Remember, trade shows present your brand directly to your best market.
So make sure your staff is properly trained to make the most of
this opportunity.
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8. Things to consider
• Showing people what you do is more effective than telling them.
• An attractive, well-lit, well-branded exhibit will attract more people –
and sales.
• Your staff should be able to talk with visitors easily and comfortably
– at the booth, in workshops and after hour events. Give them the
information and coaching they need to help them do so.
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9. • Displays should always reflect:
- your brand message and key sales points
- show theme
- special interests of your target market.
• All elements of your exhibit should reinforce your theme and deliver
on your brand message.
• Booths should be relatively easy to install and dismantle or you
should budget for professional assistance.
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12. • Strong colorful visuals attract people and promote conversation.
• Booth lighting should be comfortable and easy on the eyes.
• Your booth should have surface space to write on and enough
storage space.
• Providing seats for staff and visitors encourages conversation.
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14. Use a media mix
of mass and personalized
communications
including…
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15. Print Ads and Direct MailDirect Response: Business-to-Business Announcement Postcard -
Client: MB Financial Bank – Franchise Lending
Objective: To attract prospects to MB booth at various regional franchise con
Strategy: To create a generic announcement that positions MB Financial Ba
financial partner for franchise owners in various industries.
Media: Postcard sent to conference attendees a week before an event.
Results: Client loved the concept and has been using it for every event.
19. • Make sure all your communications:
- reflect your brand and strategy
- tell people where to find you
- mention a benefit (gift, discount, activity, etc.) for stopping by.
• Start posting in social media two weeks before the exhibit event.
• Send out pre-show emails and/or postcards two weeks
before the event.
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21. Rehearsal – at the office
• Review schedules of booth personnel, dress code, individual goals, etc.
• Discuss talking points about the brand, products, etc.
• Practice setting up equipment.
• Develop patter for activities.
• Role play customer situations.
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27. Curtain Going Up!
• Set up booth, dress for success, attach your badge.
• Review cheat sheets with talking points, schedules, etc.
• Take photos of set-up and exhibit.
• Keep business cards close at hand.
• Set up one place to store visitors’ cards or scan badges.
• Walk around the floor to see other exhibitors.
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31. • Fun activities make people remember you.
• Giveaways that are used make your brand more visible after the show.
• Unusual items and activities draw people to the booth.
• Offering food makes people feel nurtured.
• When you make visitors feel welcome at the booth, they’ll want to see
you again AFTER the show.
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33. After the show is over –
• Send emails and thank you notes to everyone – including event planners.
• Write blogs and social media posts about the event.
• Review performance internally with everyone. Discuss what went well
and what you would like to improve.
• Prepare business presentations for appropriate contacts.
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35. • Remember – the follow-up is where the ROI is!
• Reinforce the good impressions of your brand. Leave something behind.
• Ask how customers liked the show. You may learn how to make the
next one better.
• Try to build long term relationships as well as make an immediate sale.
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