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UPDATED: Successful Exhibiting Strategies in Uncertain Times White Paper

At the start of the economic downturn two years ago, we asked top exhibit industry educator Marc Goldberg to share his best ideas on how exhibitors could survive, and even thrive, amidst the economic uncertainty.

Marc Goldberg, author of Successful Exhibiting Strategies in Uncertain Times

Marc’s reply?  That trade shows are definitely worth doing.  And that there are many proven methods to boost your trade show results, even in a recession.  Marc shared his justification for trade shows and his top exhibiting ideas in the White Paper we published, Successful Exhibiting Strategies in Uncertain Times.

Now, two years later, taking in account the toll the harsh economy has taken, and the opportunity for turnaround, Marc has updated the report.  You can click here to request a new copy.  Here’s the short form on what’s in it:

The Value Of Trade Shows
The first section of Successful Exhibiting Strategies in Uncertain Times proves the value of trade shows in three ways:
  1. How trade shows were slowed down by the economic downturn, but that exhibiting is still a valued, and valuable marketing medium.
  2. Research findings and statistics that bolster the value of trade shows, such as how trade shows attract highly qualified buyers, who feel trade shows influenced their buying decisions.
  3. Reasons that trade shows provide strong marketing value unavailable from other marketing mediums, such as the ability to get face-to-face with high-level buyers than sales calls.
17 Strategies For Getting The Most Out Of Trade Shows
Having proved the value of trade shows, in the second section of the report Marc provides 17 proven strategies to get even better results, culled from his 25 years of trade show marketing training:
  1. Make Trade Shows a Part of Your Integrated Marketing Communications Plan: Four questions to determine your strategy and tactics.
  2. Exhibit for the Right Reasons:  Four key objectives that matter for top management.
  3. Proactively Evaluate the Shows in Which You Participate:  Six criteria exhibitors use to select shows…and the three that matter now.
  4. Evaluate the Space You Occupy Versus Your Objectives:  Spend only just enough to achieve your marketing goals.
  5. Focus on the Budgeting Objective: Reducing Your Cost of Ownership:  Six non-productive places you should spend less on.
  6. Invest in Graphics:  The value graphics provides in boosting your results.
  7. It’s the Quality of the Audience, Not the Quantity:  Why a drop in attendance could be a good thing.
  8. Focus on Your Targeted Audience:  Finding tactics that will get your target audience in your booth.
  9. Don’t Rely on Traditional Selling Techniques:  Waiting for attendees to walk in doesn’t work anymore – so here’s what does.
  10. Use 1:1 Relational Concepts: How to make an in-booth experience more meaningful to your best prospects.
  11. Invest in a Motivated Staff:  Six elements of a good trade show booth staffer.
  12. Recruit Management as Part of Your Exhibiting Team:  What management can do to help, rather than hinder your trade show program.
  13. Exhibiting is Not Just Collecting Names or Swiping Badges:  Avoid the pitfalls of focusing on numbers rather than quality.
  14. Create a “Follow-up TEAM”: Make a plan to take full advantage of your leads, the most valuable outcome of the show.
  15. What is Your Measure of Success? Measure the Results: Eight things worth measuring, and ten things to report about each show to your management.
  16. Plan to Work the Show Every Moment the Show is Open: Why and how to squeeze more value from your trade show investment.
  17. Think Bigger – Think Beyond the Trade Show Floor:  Four effective places to event market outside of trade shows.
The answer to thriving during an economic downturn, or even during an economic recovery, is not to avoid exhibiting altogether, but instead to exhibit smarter.  With the 17 strategies for boosting your trade show results in Successful Exhibiting Strategies in Uncertain Times, you’ll do better at trade shows no matter what the economy brings.


Mike Thimmesch
About the Author

Mike Thimmesch is the Principal at Thimmesch Marketing. For over 25 years, he has created and implemented innovative marketing, lead generation, and exhibiting strategies that profitably grow company sales and brand awareness. Mike rose to Director level at Skyline Exhibits, where he helped generate over a half million leads, resulting in over $1 billion in sales. He published 11 industry white papers and eight exhibiting books, presented over 100 trade show webinars, and wrote over 200 exhibit marketing blog posts.

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