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Planning Your Program Strategically
Exhibiting today more strategy than logistics. It’s global, not just domestic US. If you are to make your exhibiting program a profit center vs. a cost center, you need to participate in this session that will explore not just the elements of strategy, but the practice of evaluating the various elements of an event and generating strategies and tactics that will generate high returns on your exhibiting and event investments. (Case / Interactive Exercise)
Events, The Natural Extension of Your Trade Show Program
Events are the 2nd method we get in front of our customers and prospects other than trade shows. Everything else is indirect. This module examines the different types of events, why they are used and what makes them work. We will explore a number of case studies that depict what type of event was used to achieve specific objectives and what the results were from those events.
Effective Use of Promotions & Promotional Products
With the demands of time on most of our attendees, we need to start the conversation before they arrive at the show site, continue to reinforce our messaging and follow-up so they remember what was discussed. This session will explore all three elements of promotion. You will leave this session with a new vision of what works and what won’t.
Cost-Conscious Design
Exhibiting companies today are more cost conscious today than in recent history. They are combining their trade shows and events to reduce their total face-to-face marketing investment. This session will explore how to look differently at your exhibit and its design so that you can meet your budgetary and event expansion and objectives yet look like the leader of your pack.
Budgeting – You Cannot Succeed Without One
We will explore the role of the budget as the master roadmap, the basis for all measurement and a guide to promotional impact. We will use a “budgeting game” to test your skills in the challenging financial environment in which we all must survive.
Technology – Change or Be Changed!
Technology has invaded every part of our profession – either you change and employ new techniques for managing your programs or run the risk of being changed.
Going Green
Tradeshows are the #2 trash-producing industry worldwide. A group discussion on the benefits and responsibilities of environmentally friendly exhibiting using “green” design, and fabrication.
Demonstrations – Providing Proof and Benefit
Demonstration are including in the exhibiting process since they provide proof and benefit for attendees to actually experience a company’s product or service. Most demonstrations fail. Why? This session will explore why we use demonstrations, why they fail? What makes an effective demo and how to create a demo plan.
Plan B
We spends weeks and months creating our show plan – Plan A. But what happens when you have a hurricane, the exhibit transporter crashed, got lost or was diverted, the graphics never made the shipment. Do you have a Plan B? This session, presented by two experienced Plan B professionals, will explore various scenarios to create alternative to success.
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