The new year has arrived, which means it’s the ideal time to evaluate past successes and identify areas for growth in your event marketing program. If you’re not sure where to begin, consider adopting the following resolutions to up your trade show game in 2016. We’ve included plenty of helpful tips and resources to simplify the process.
1. Resolve to meet with your exhibit services provider.
Have you assessed the “health” of your existing trade show exhibits and accessories recently? Savvy trade show managers meet annually with their Exhibit Services Provider to evaluate which exhibit repairs and updates are necessary for the coming year. This is also a good time to gauge how much life is left in your exhibit, whether it adequately serves your organization’s exhibiting needs and when you should consider replacing it.
Tip: Your exhibit services provider offers a variety of services that may surprise you. Check out our services page to find information on exhibit refurbishment, show services, I&D, international exhibiting and more.
2. Resolve to invest more in booth staff training.
If you offer Booth Staff Training currently, we strongly encourage you to add training sessions to your calendar this year. How you represent a company at face-to-face events is very different from other sales environments. For those who already provide training, review the topics your current sessions cover and whether the sessions have been effective or not (ask employees for feedback). Consider updating existing training programs, adding new training topics and increasing the frequency of sessions if necessary.
Tip: If you’re new to trade show management, get started with our Booth Staff Training webinar (available on demand) and check out our “Motivating Booth Staff” Quick Tip Video for additional insight.
3. Resolve to make time for event marketing education.
If you enjoy event marketing and hope to excel in your role, ongoing education is a must. You can seek out official courses and certified trade show marketer (CTSM) certification if you’re in it for the long haul (visit the CTSM website to learn more).
Tip: Check out The Trade Group’s® Resources section for loads of helpful educational resources, including webinars, white papers and more.
4. Resolve to evaluate which events to add to or omit from your trade show schedule.
Have you exhibited at the same trade shows for several years running? Take a hard look at the ROI of the events you included on your trade show schedule last year and compare results to previous years. Are there any exhibitions on your schedule that are consistently delivering weaker results? Have you heard about any new events in your industry that might be worth checking out moving forward? Reach out to your top customers and industry colleagues and ask which events they would recommend and why.
Tip: Visit our Trade Show Search tool to compare events by industry, show name, date and location.
5. Resolve to stay ahead of the competition.
Managing a trade show marketing program successfully requires a proactive approach to exhibit maintenance and staff training. Seasoned trade show pros also know better than to rest on their laurels; they regularly look for new opportunities to increase efficiencies and trade show ROI. By including these five key resolutions on your to-do list every year, you can increase your odds of outrunning the pack.
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