Trade Show Exhibiting Success

It’s pretty simple. That’s what you’re looking for, and that’s what Trade Show Consultants is all about.

With more than 40 years of sales and marketing experience, Peter LoCascio is an expert in helping companies achieve tangible, continual success at any trade show.

Trade Show Consultants

By Peter Locascio 28 Aug, 2017

Effective top management evaluates various marketing and sales support functions, along with their related expenditures in time and money, by asking middle management to justify each activity based on results.

While it’s often difficult to justify some activities, exhibiting at trade shows has lately been under more serious scrutiny, and establishing return on investment has become more challenging and critical than ever before.

The standard means of justifying the time, money and effort invested in exhibiting at trade shows should be directly related to increasing sales at high enough levels to support the overall investment.

Sounds simple enough, right?

Unless a trade show exhibitor has above average competitive products, has developed an accurate exhibiting plan of attack, and has in place tried and true methods to actually attract, connect and engage trade show targeted prospects, justification could remain elusive and top management could view trade show exhibiting as a waste of time and resources.

Thinking sales and attempting to shorten a selling cycle, while taking every opportunity to engage with targeted trade show attendee prospects, is a first step in creating a foundation on which ROI can rest. But the function of creating new sales doesn’t always have to stand alone in justifying the time and money invested in trade show exhibiting.

The trade show exhibit floor is a live and highly charged personal environment. Because of its very nature in both time and influence, it is also in many ways a totally unique experience that offers many more opportunities to add value to the ROI equation.

Consider these activities in addition to presenting and selling products as a means to better justify trade show exhibiting return on investment.

1.     Prospects call on exhibitors. Live, highly identifiable targeted prospects and customers make sales calls on exhibitors seeking to learn about new products and services.

2.     Time to spend. Trade show attendees have time to spend on the trade show exhibit floor visiting exhibitors of interest.

3.     Exhibitors control the environment. The trade show exhibit can create an environment in which to effectively present and demonstrate products to well-defined, targeted prospects.

4.     Show specials. Using an effective show special promotion can increase a prospect’s purchasing interest, shorten a sales cycle and clearly identify a prospect’s elevated level of buying interest.

5.     Training. Three days of booth duty, surrounded by management, service, technical, sales, prospects and existing customers, with competition next door, provides valuable experience that can only be achieved on the trade show floor. Simply put, the experience is the ultimate in active, real-world training.

6.     Client/ customer relations . In the booth, at meals or in a hospitality suite, large numbers of VIPs spend their time and money to call on you, not the other way around. Exhibiting also allows you to meet top management and secure lasting relationships.

7.     Competitive analysis . In the booth next to you, the competition is available for research, dialog, and comparing industry notes.

8.     Research. Do you want to know what prospects and customers think? Ask them as they visit your booth. Show them new product ideas and marketing concepts. Ask for their advice and opinions on how they would want you to improve your services.

9.     Meet the press . Connecting with industry press at trade shows is a valuable way to spread the word about your company, products and services. One-on-one conversations between the media and your most senior executives, technical experts and leading research and development people can help spread your news. There are also opportunities to be a part of an editor’s show wrap-up report or become a reference for future articles.

10. Recruitment. Trade shows can be a rich resource for finding new talent. Interview that prospective special addition to your staff who may be attending the show to share his or her resume in search of new employment opportunities.

11. Presenting papers. Many trade shows have opportunities for exhibitors to present technical papers highlighting new products, systems, research, or application stories.

12. Workshop presentations. There are also trade shows that offer workshop and panel discussions for exhibitors to share stories, accomplishments or methods of performance.

13. Sponsorship opportunities. Being a name and title sponsor of a quality trade show activity can increase positive brand awareness and open doors for additional opportunities for positive exposure.

14. Firming association relationships. Exhibitors have the chance to firm up working relationships with sponsoring associations by advancing their company and people’s volunteering activities and serving on boards and selected committees.

15. Strategic alliance development. The trade show exhibit floor is a unique, prime location for like-minded entrepreneurs, associates, dealers, distributors and investors to gather while seeking new opportunities.

16. International Sales. Many domestic trade shows are attended by international representatives seeking to either add products to their offerings or provide products with possible synergism to an exhibitor’s existing product line.

17. Innovation. The trade show floor is an incubator for individual developers seeking associations with existing providers to further develop their product ideas.

18. Company involvement. What better environment than a trade show to let key employees experience firsthand how the business world works. Working a trade show booth can help many employees fully appreciate the key aspects that make a business function.

19. Getting out from behind the executive desk. A trade show is an excellent environment to share with vital top managers who need to get out of the office more and experience the many virtues of a face-to-face environment of a trade show booth.  

20. Relationship building. Prospects, clients, managers, directors, employees, investors, associates, dealers, distributors, strategic alliances, inventors, the press and potential employees all attend trade shows and are available to exhibitors who can focus on in-person opportunities.

Trade show exhibiting return on investment starts by fully appreciating the many unique opportunities the trade show environment presents to every exhibitor. To maximize the opportunity and to make sure trade show exhibiting pays big dividends, exhibitors should first identify and acknowledge what is available, as suggested above, and then plan to capitalize on the many opportunities one at a time.

Effective pre-show planning must include every opportunity the trade show exhibit floor offers. Making the most of those opportunities will begin to guarantee a return on investment far beyond just thinking about the activity as a difficult sales promotion function that is challenging to justify.

Peter LoCascio
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Tradeshow Consulting Services

Peter LoCascio, Founder and President of Trade Show Consultants, provide clients of all sizes, types and industries with professional consulting services including but not limited to:
A. Personally consulting and guiding individuals responsible for the planning and execution of their trade show exhibiting functions, including: setting realistic goals and objectives; show and exhibit space selection, exhibit design, fabrication, and logistics; product presentation; training; sales lead generation; and follow-up.
B. Conducting on-site trade show exhibit and support program observation, functional evaluation, analysis, and documented improvement recommendations.
C. Conducting pre-trade show sales and marketing boothmanship workshops for exhibitors, usually the evening before show opening to focus attention, guide, and instruct booth duty personnel on how to maximize exhibiting opportunities.
D. Presenting in a live workshop the “Bridging Gap Between Trade Show and Sales” PowerPoint presentation during development stages of a client’s trade show planning to bring focus on fully utilizing the trade show as an effective marketing and sales promoting function.
E. Presenting live webinar “Bridging the Gap Between Trade Shows and Sales” to exhibitors of any sponsoring organization before their trade show to prepare their exhibitors to maximize their exhibiting effectiveness.
F. Participating as a member of a workshop team where Peter can bring his experience as a successful exhibit salesman, VP of an exhibit design firm, corporate trade show exhibits manager at Sperry UNIVAC, MEMOREX and Beckman Instruments, and VP and a founder of OrCAD Systems, Corporation, where trade shows were effectively used to build brand awareness, search and sign up worldwide distributors, perform primary market and product research, present and demonstrate live products, meet the press, train sales and technical support personnel, and actively demonstrate and sell product.
G. Consulting with trade show exhibit builders and various vendors in developing more effective marketing and sales techniques while learning to appreciate the client’s side of the business.
H. Providing assistance to the editorial and social media community wishing to use any of Peter’s 20 plus white papers on his web site for further comment, analysis and/or distribution, (with prior approval.)
I. Guest speaking at various advertising, marketing, sales, and trade show events, to share over 40 years of successful trade show exhibiting, sales-and sales management, marketing communications, business to business and consumer advertising, trade magazine publishing with supporting domestic and international trade shows, and entrepreneurial high technology experiences.

What Clients Say

"Working with Peter has been an invaluable experience! He helped sort out the important from not so important, and he pointed out tactics that worked to satisfy our show objectives. He was instrumental in setting up an actionable strategy for one of the biggest events in our industry. With Peter’s help, I was well prepared for the trade show, our booth looked awesome, everything worked, and we created many connections and subsequent sales. Peter brings to the table a wealth of trade show planning experience. He is easy to work with and accommodating to your schedule. In the end, working with Peter will save you lots of planning time if you are unsure how to tackle such an event. I apply experience gained from Peter to all my current and future events." 
Svitlana Simohutina
Marketing Manager
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