Sales & Marketing Strategy Session: Trade Show 101

Yesterday’s Sales and Marketing Strategy Session (SMSS) focused on the dos and don’ts of trade show marketing. We are entering the season of Austin trade-shows and it’s astounding how many companies prepare the night before the conference the marketing materials, brand image or goals on attending. With the opportunity to meet hundreds of motivated potential customers, tradeshows are one of the most cost-effective "face-to-face" marketing methods available today. Done correctly, business from a tradeshow can repay the investment 10x over. Done incorrectly and you've wasted not only financial and human resources, but missed the opportunity to create brand awareness and build a potential client base.

The panel was a strong compilation of CEO’s, executives and directors who have been in the industry for a combined century of experience.

Speakers:
* Steve Golab, CEO & President, FG SQUARED
* Christopher Justice, CEO, Sparksight
* Danny Kent, Sr. Account Manager, Xtreme Xhibits by Skyline
* Jamie Klemcke, Director of Marketing, QuantumDigital
* David Smith, Founder, Envision Creative Group
Moderator: George Stevens, CEO, Guidelight Business Solutions

Christopher Justice, CEO of Sparksite made the suggestion that you should attend with TWO of the following hats on:
Attendee: Uses personal interaction and contacts to build new opportunities.
Speaker: Showcases a vendor’s expertise through a specific employee.
Partner: Demonstrates alignment with an industry event of significance.
Conference Sponsor: Proves that you have money and you want to be seen.
Exhibitor: Let’s everyone know that you want more customers.

Steve Golab, CEO FG SQUARED’s advice for pre and post exhibit preparation:
Pre-show
* Plan ahead to make sure important details are not sacrificed or missed.
* Develop event campaign within context of big picture, goals, etc.
* Schedule booth operations, client meetings, and dinner plans in advance.
* Testing, testing, and more testing of AV and booth technology.

Post-show
* Ensure timely documentation and follow-up on leads. Track results.
* Apply continuous improvement process including post-show assessment.

Overall the message was be prepared, be efficient and understand your goals before entering the trade show arena. Let us know if you have additional questions about the program, or exhibiting at your next trade show!