I've been in the industry now for over 15 years and consistently see the same marketing challenges at trade shows being recycled over and over.

Unfortunately these challenges are not result driven but rather errors from my perspective occurring time and time again. These errors as I'll refer to them as (since there is a right answer) are driven primarily from you not understanding the objectives at your event as well as poor execution.

1. Identify what your event objectives are? Lead generation, data gathering, PR, new business, sell product on the show floor etc.
2. Why are you at the event? Just to be there? If you're worried then your industry will spread poor PR about your company? New Business, support old business etc.
3. How are you broadcasting to your clients and potential customer that you're at this event?
4. What is your booth draw? Meaning why are you spending the time within your allotted exhibit space?
5. Is your brand message clear? This is a larger picture question, but if your market can't easily define who you are, what you have to offer and why you're at the event, then how will you sell them on your company?
6. Is your brand message clear and event specific? A generic message won't always do the trick. Aside from your brand, perhaps create a direct message to the market walking to that particular show.
7. What is your follow up strategy? How are you collecting leads?
8. Who will be following up? Is it those who worked the exhibit floor? A sales team back at the office or your receptionist? A show strategy is from start to finish.
9. Have you defined or considered a "Call to action" that supports luring potential clients back to your brand after the event? Why come back to your site or call your company? Sometimes your brand that should define your organization isn't enough, which means you may need a little extra incentive. The right incentive for that show and for that market.
10. Do you review events, collect data and analyze what you could do better at your next event? Data analysis is key in any campaign.
    

I can easily blurt out that 90% of the companies we speak to will not or cannot answer the above questions with anything short of "we've have never thought about that".

In the mean time, these very same brand ambassadors will complain about having a poor show.

Those of you that fall in the 10% of feeling as though your event was successful often find themselves in a different category. That compartment is that 75%-85% of companies that do gather leads, fail to follow up after the show has ended.

Why is that?

We would like to discuss your next event and what you're doing wrong. This is the first step in determining the correct and therefore profitable direction for future shows.

Robert Lyons - Creative Director / Marketing Strategies & the team at Octagon.

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