Ill-Prepared Exhibitors

I have talked to many people about Trade Shows, and I am always surprised by Sales Managers who are not focused on producing high turnouts at their booth. "It is way too early to talk about this event. We have months before this show," is a common excuse.

Pre-show marketing needs to be done weeks before the event. So when do you prepare the pre-show marketing material? Months earlier, trade show displays are created and produced, literature is developed, and staff is trained.

Pre-show marketing is a crucial component for drawing attendees into a booth. The focus of the sales force needs to define the message they want to send to the attendees. Are they exhibiting for new customers, shoring up old relationships, or making an appearance just for namesake?

Early planning allows branding the pre-show message into your booth display, customizing presentations, and permitting the entertainer to build and formulate ideas, ensuring better booth marketing.

Pre-show marketing planning should start right after you sign the contract to participate at the Trade Show. The people who fail are those who wait until the last minute, then complain that the show was a stinker and that they are not returning because they did not generate many leads.

About the Author

Dale Obrochta puts a twist on lead generation and helps companies attract clients, generate leads, and create a successful trade show experience for the attendee while stuffing his client's pockets with qualified leads.