Market impact for CEOs and management teams
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Trade shows – #10 – How do we share the knowledge with our company?

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Communication within any organization can be challenging. Attending a trade show makes it even more difficult.

During a multi-day trade show there is the need to quickly communicate within the team at the show:

Gain competitive intelligence from walking the show floor, interacting with other exhibitors, and getting feedback from others who […]

Trade shows – #9 – Are we sending the right people?

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If you’re launching your company at a trade show or doing a large product launch that you want to celebrate as a company, it may make sense to send several people, especially at early-stage ventures where this can help create an even stronger sense of “company.” Those who attend can […]

Trade shows – #8 – What is our message?

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This fundamental question in marketing is especially important when you’re considering exhibiting at a trade show:

What is our message at the trade show and how does it relate to our ongoing marketing effort?Should we have different messages for different target groups?How will these be delivered through our booth graphics?How are […]

Trade shows – #7 – How does it fit into the marketing plan?

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One of the worst reasons for an early-stage or growth-stage company to attend a trade show is because . . .

 “Our competitors will be there.”“Everybody goes to this show.”“It’s the biggest show of the year.”

Those, in and of themselves, should not be the basis for deciding whether you should commit […]

Trade shows – #6 – How to make the most of it?

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You should promote your planned appearance, including your booth location and any presentations you’ll be giving, to your existing customers and prospects, as well as to other who will be attending that you’d like to meet. Do this through your social media, newsletters, sites, blog posts, advertising, direct mail, and […]

Trade shows – #5 – How will we track results?

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Your goal, ultimately, is sales, which could may come from . . .

Generating leads at the show that you convert to sales.Signing new distributors based on contacts or meetings at the show.Creating partnerships based on contacts or meetings at the show that result in sales.Generating interest from press and analysts […]

Trade shows – #4 – Do we need a booth?

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Do we really need a booth? What alternatives have we considered?

Usually you’ll be presented with a recommendation to exhibit in a booth. However, there are many alternatives, and depending on the your company and your goals, one of these alternatives might be a better choice now:

Attend and walk the show […]

Trade shows – #3 – What is the true cost?

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We don’t know of any organization that has ever taken the time to measure the true cost of attending a trade show.  Some do figure in the cost of travel.  Large organizations have an events staff and budget, and since their presence at major shows is often similar from year […]

Trade shows – #2 – Is this the right tradeshow?

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In most industries there are a few major global trade shows. In mobile, for example, CTIA (35,000 attendees and 1,100 exhibitors) is the major show for the Americas, Mobile World Congress (90,000 attendees and 2,200 exhibitors) is the major show for Europe, and CommunicAsia (55,000 attendees) is the major show […]

Trade shows – #1 – What´s our goal?

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For early-stage and growth-stage companies, attending your industry’s major trade show can be a smart move, but if you’re not careful, you can also blow a lot of time and money with little actual business to show for it.

These ten questions will help you figure out the right approach for […]

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