Convention Insider (Conventions.net)

by Guest Contributor – Peter LoCascio

A key strategy for improving your overall trade show exhibiting effectiveness — and increasing your personal face value with your corporation — is to first focus on the single most important trade show you have and develop incremental tactics that deliver predetermined, agreed upon results.

Your most crucially important trade show exhibition will surely garner the attention of your top management team members and open doors to their acceptance of your ideas, strategies and tactics to maximize the show’s effectiveness and anticipated results.

Working closely with management well before the trade show to establish realistic exhibit goals and objectives, supported by tactics for you to develop and execute, will set the tone for future shows and help elevate the trade show function to new levels of sophistication and success.

Once the standard has been set and supported by management for your major trade show, employing the same focus for all smaller shows will become standard and easier for you to direct and manage.

Producing and distributing a pre-show briefing memo outlining the trade show exhibit’s goals, objectives, strategies and tactics will help set in place  your commitments to the show while establishing a solid benchmark against which results can be measured and judged after the show.

The essence of this strategy is that you become top management’s facilitator of new and innovative ideas designed to gradually advance the function of trade show exhibiting. In doing so, you’ll not only enjoy greater approval and improved management status, but better results from your trade show presence as well.

Peter LoCascio
www.tradeshowconsultants.com