More than just a destination, successful trade show management is all about the trip.
Imagine you’re preparing for your dream vacation. Before setting your Out of Office message in your email, you thought ahead. You researched and planned. Maybe you developed a detailed itinerary, coordinated with travel companions, or lined up a pet sitter.
Apply this same scenario to your trade show planning. Each show is a journey, from pre-show marketing to post-show evaluations. Planning, organizing, and follow-up are vital to maximizing your investment as costs for registrations, travel, displays, giveaways, and more add up quickly.
In a November 2018 survey of SMPS members, we asked A/E/C marketers about their trade show experiences. By applying modern trade show practices and tools identified through our survey, marketers can transform their conference processes, achieve business goals, and make a lasting impact on their firms. We hope you’ll use these results to transform your own journey.
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Article written by Amy J. Collins, FSMPS, CPSM, and Ali Detar, CPSM, first appeared in the December 2019 issue of Marketer.