There is a lot that goes into planning a successful tradeshow display and marketing effort. Over time, we have learned that there are two easy ways to make the whole process a lot more effective:
1. Plan ahead. For whatever reason, tradeshow planning often tends to take place at the very last minute. That’s understandable, but it isn’t a great way to prepare for one of your most important sales and marketing opportunities. If possible, it’s best to have 3 to 6 months to be ready (or at least start thinking about displays and promotional materials). Whatever you do, though, try not to wait until the trade show’s just a few weeks away.
2. Have lots of people and departments involved. Because trade shows are often about rolling out new programs and ideas, the details can often be fluid. For that reason, it’s good to have personnel from product design, accounting, and other parts of the company in on meetings. That way, you can be sure that the on-site sales staff won’t quote details or prices that are inaccurate. Plus, having that extra perspective is a good way to avoid missing obvious points or questions.