Participation in a trade exhibition is an essential weapon in the marketing armoury and like any weapon it has to handled with care, skill and attention if it is not to go off at half-cock.
Its effective use requires careful preparation and training. Incorporate it into the total marketing strategy and it becomes a tactical device which, when aimed at the right target, can trigger a highly successful campaign.
Preparation
All craftsmen will confirm that a good job depends on good preparation.
Tell everyone in your organisation that your company is going to take a stand at the exhibition. Everyone may have something very worthwhile to contribute to your ultimate success.
Communicate
Create a small Action Committee and appoint one of its members as Exhibition Co-ordinator with responsibility for all aspects of your participation and the authority to get all things down. Allocate a budget and set a regular agenda with a clear timescale for each action.
Look again at what you have booked. Is it space only? A shell stand? Or an all-in- package? is it what you need?
Space Only i.e. chalk marks on the floor. This means you...
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