Are you ready to rock your next trade show? Check out this checklist to help you get the most from your event marketing budget.

Define your Objectives

Why are you spending the time, energy and money at a booth?

Create tangible objectives like finding leads or connecting with media. Your team can also have intangible objectives like launching a product or gathering customer feedback about an innovation.  Make sure your objectives are measurable and align with the event demographics and your marketing strategy.

Plan your budget

Create a budget that includes all the expenses you will incur, such as booth rental, travel, lodging, and marketing materials.  This is the basis for a true ROI calculation so be hones.  Don’t go if you don’t have enough budget to do it well.

Design your booth

Create an eye-catching booth that reflects your brand and attracts visitors. Make sure it is easy to navigate and has enough space for attendees to interact with your team or demonstrate your products effectively.

Promote your presence

Use social media, email marketing, and other channels to promote your attendance at the trade show. Encourage attendees to visit your booth to answer a question or get help with a challenge you know they have.

Train your team

Working at a show is different than selling or designing a product.  Train your team on how to interact with attendees, answer questions, and generate leads. Make sure they are knowledgeable about your products and services and give them the tools to support their conversations.

Collect leads

Use a lead capture system to collect contact information from attendees.  It doesn’t have to be fancy or expensive. Book time in your calendar to follow up with contacts after the event to nurture the relationship.

Evaluate your success

Measure your success by comparing your results against your objectives. Analyze what worked and what didn’t then use that information to improve your strategy for future events.  If that event was a winner, book it for next year.