Successful trade show programs and events require careful planning and attention to detail. To continue to grow and develop a program, the post-show evaluation is an integral part achieving objectives for current and future projects. In this second edition of the series, we will focus on the exhibit design in the post-show evaluation.
Is the trade show or special event over when the last box is sealed, flooring packed and the truck is heading back to the shop? As the baseball legend, Yogi Berra said, “It ain’t over till it’s over." Part of determining the return on investment (ROI) is more than tracking the leads and new contacts made at the show. When returning to the office, make time for thoughtful evaluation of all aspects of the trade show or event when it is still fresh in your mind.
In the United States, the saying “location, location, location” is commonly associated with real estate but is it equally important in buying your trade show exhibit space. In this two-part series, we will provide information that will help ease the stress of space selection by sharing information we’ve learned from our experience with global trade shows.
Executive leaders may ask or question, what is the power of trade shows in the marketing program? Exhibitions are a unique selling environment and there is no substitute for face-to-face marketing. New products, services and branding, are presented to existing and new customers that generate immediate feedback that isn’t possible with an advertisement or on the internet.
Exhibit managers make decisions daily that directly impact a corporate trade show program. Before starting on the exhibit design, be mindful of the implementation- should the booth be purchase or rental? There are several criteria to consider when deciding between renting or purchasing an exhibit (or stand*) before making a final decision.