Last week I went off on a rant. I try not to do that so much these days in an effort to be much more positive. There is so much to be positive about in the trade show and expo industry because let’s face it, trade shows and expos are so just so much fun. Well, at least they are if you’re doing them right.
Where else do you get to spend three days meeting up with old friends, making new friends, hobnobbing with industry thought leaders, building relationships with the media, finding the pulse of your industry or the industry you serve, checking out all the cool new products and services that are out there, drinking and eating in the name of business, having your bathroom cleaned every single day, getting your sheets changed regularly…do I need to go on?
Perhaps that’s why I get so frustrated when I see companies wasting boat loads of money by not taking the trade show seriously. The trade show is the big dance. This is your opportunity to show off in person. All that hard work you did all year long, getting your message out there…now is your time to shine.
So come on people, let’s shine! Send your best and your brightest to work the show. Book your appointments early. Stay out all night entertaining your biggest customers. Don’t be penny wise and pound foolish when it comes to your show budget.
Last week Stephanie Selesnick (@stephselesnick) shared on Twitter a fantastic article on working the show. I’m not going to summarize it here because I think it’s too important. Every sentence in the article is important and you should invest the time to read the entire thing. It’s long, but it’s worth it. Once you’ve finished reading it send it to your entire executive team. Then start emulating the company featured in the article.
If you do that you will indeed shine at the next big dance.
(Note: Their misspelling of trade show, not mine)
If you are a show organizer…you should be sharing this with ever single exhibitor who signs up for your show.
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