A well-defined goal will help maximize your investment in a trade show or conference. Having a booth is one way to benefit from a conference, however even attending, especially as a group, can be a way to help your company gain valuable exposure and create meaningful contacts. Regardless of how you plan to attend, it is important that the entire team agree on the goals long before committing to an event.
Here are some common goals in attending a conference or hosting a booth:
Your goals will determine your strategy. However, all too often companies look at the list above and reply, “Yes, we want all of that.” This student-of-everything, master-of-nothing approach permeates not only the booth but also the marketing materials and the communication strategy ultimately yielding a splintered message that lacks focus, which in turn, results in little to no measurable success.
The number one tip to a successful trade show experience is to have a well-defined goal and message that supports that goal.
Here are some additional tips to get the most out of your next show:
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