What are the most common mistakes to avoid when developing a trade show media strategy?

It might be hard to convince your executive supervisors to go all in with your investment figures unless you are able to show the return that you are expecting from that investment. Do some math and come up with the expected number of visitors, rate of them turning into leads/MQLs, the funnel conversion rate for SQL and SRL (and other labels relevant to your particular sales process) and finally how many people you are expecting to convert, their LTV and the revenue you are expecting to generate from the whole show.

Trade shows and events are not a one thing event. They can generate for months of content it set up right. So make sure you have everything in place, video recordings, interviews, Q&A's, Round Tables... One day easily can generate for 3 months of weekly LinkedIn posts and shorts.

Every executive will tell you that its important to be at XZY event since our competitors are there. But just showing up or sponsoring is not nearly enough. Understanding which of your clients or prospects will be at the event, what content or thought leadership will be provided, and how your team can engage in all of the above will help you understand what objectives or goals are necessary for any specific event and will act as a starting point to figure out what level of involvement is needed from your own teams to reach existing or new customers.

Let's be real here, trade shows are a massive drain on budgets. Without being extremely clear on revenue created to provide black and white ROI, you're not going to get sign off for much. In business, everything is about revenue. If you're not building your objectives around the generation of revenue, you're focussed on the right metrics. Especially in live events, you can easily get swept away with vanity metrics... footfall, engagement, sign ups, giveaways etc all just nonsense if you're not bringing in more than you spend. Build everything in your event to focus on getting people to rapidly educate and move through your funnel to become opportunities and then (hopefully) signed deals. Just please make sure your deals are attributed!

Doing enough research is crucial when it comes to trade shows. Without proper research, you may end up wasting your time and resources on activities that are irrelevant or ineffective. It is essential to gather as much information as possible about the trade show itself, including the theme, agenda, exhibitors, speakers, sponsors, and media partners. Understanding the expected attendance and the target audience is also important, as it allows you to tailor your message and offer to meet their needs and preferences. Moreover, researching your ideal buyer persona and their pain points will help you create a compelling value proposition. Additionally, identifying and reaching out to key media players and influencers .

Having a compelling story is indeed crucial when it comes to trade shows. It's not just about showcasing your products and services, but also about creating a connection with your audience and the media. A well-crafted story can help you showcase your brand personality, values, and vision, and demonstrate how you can solve your audience's problems and add value to their lives. To avoid the mistake of not having a compelling story, you need to focus on answering some key questions. First, define who you are as a company and what you do. Then, explain why you do what you do and how you do it differently from others in your industry. This will help you differentiate yourself and stand out from the competition.

There is a clear need, especially nowadays, to make sure that in person transitions to online and then back again seamlessly. One aspect that I personally believe affects this is moving between person to brand. Imagine the scene... You're at a show, talk to sales and strike up good rapport, get some details and sign up for a demo... Then get automated emails from the brand, with a different (albeit approved) tone of voice, different take of what interested you in the first place. Instead, write automations that are from your sales team, so that the same person that signed you up in person, pushes you through the funnel, answers questions and nurtures you through to closed. Almost an anti-marketing approach but very much pro-RevOps!

Having a diversified media mix is crucial for a successful trade show media strategy. Relying on only one or a few media types can limit your reach and effectiveness. By incorporating various channels, formats, and stages of the buyer journey, you can expand your audience, boost brand awareness, and drive more leads and conversions. To avoid this mistake, it is important to carefully plan your media mix. Consider your objectives, budget, target audience, and message when selecting the right combination of media options. It is also essential to align your media mix with the different stages of the buyer journey. Providing relevant and valuable content for each stage will help guide your audience from awareness to consideration to decision.

A lot of times trade shows/conferences are seen as top- funnel marketing activity. However, in my opinion they should sit at bottom as a conversion driver for MQL's and SQL's. That is why its important to do AMB pre-campaigns for the target audience you want to meet at the trade show. If you set this up properly events could be the main driver of your pipeline.

Measurement is critical. One thing I've noticed, especially in legacy (or lifestyle) businesses, is mindless booking of trade events. Personally, I believe the most important thing you can build into your strategy for live events is the escape clause. Once your events start to show declining performance its time to rethink... or even negative ROI, its time to pull the plug. In our case, we saw a negative ROI on events and recycled the budget into better performing channels. There is nothing saying that you can't revisit in time, but don't be afraid to act on the numbers!

Avoid common mistakes for better outcomes when creating a trade show media strategy. Establish clear goals, understand your audience, and promote your participation well in advance. Develop a post-event plan to follow up on leads and sustain momentum. Regularly track key metrics and use technology tools for efficient data collection. Maintain consistent branding across all channels for recognition and trust. Leverage social media actively throughout the event phases. Stay informed about competitors and industry trends. Lastly, seek stakeholder feedback to refine your strategy for future trade shows.

The biggest mistake that most people makes when launching a trade show event is not having a clear plan to nurture the leads that they will generate from it. As important as it is to follow a checklist to make sure all the aspects of organising and marketing the event goes smoothly, it is also essential that one comes up with a comprehensive post-show plan containing how they are going to the nurture the leads, how they will be scored, preparing a nurture-resource hub - tying it all back to the main objective.

Don't skimp on pre- and post-show marketing directly through the trade show. While most won't offer direct access to the attendee list, they should have ample opportunities to help you stand out from all the other exhibitors.

The first question we need to ask ourselves in developing a trade show strategy is, "do we need to participate in it?" Answering this would make everything clearer. Once, I participated alone in a trade show in Central Asia because I deemed that we needed a new market there. I carried the standee, brochures and freebies there myself. In return, I gotten 10 name cards, record deals for us in the region, and a new market. We also regularly participate in a show because it was the biggest event in our region. The outcome was barely enough to the cost. We should always answer if there is a need to. Doing that crystalizes the strategy immediately.