Trade Shows

The Church is not a gallery for the exhibition of eminent Christians, but a school for the education of imperfect ones.

1. “Your booth is intended to be a backdrop, not a brochure. This can’t be overstated: people walking by should be able to instantly recognize who you are and what you do. It’s your booth staff’s job to take it from there.” 2. “Gearing up for a trade show is like putting together a giant jigsaw puzzle. Pieces can come up missing, but companies should do their best in advance to make it all fits together to their advantage.” 3. “Don’t enter your next trade show with the same tired elements that you have used time and time again. Do something new, engage your customers or visitors and make something happen. After all, you are a unique company with amazing things to offer—show this side of your business to the world.” 4. “Be audacious and memorable… but smart… and relevant.” 5. “Limit giveaways to those who give you their contact information. In other words, try to avoid giving marketing collateral to unqualified leads.” 6. “Go beyond the norm and invest in something unique to make trade shows worth your time, energy and hard-earned money.” 7. “Giveaways are a point of contention for veteran trade show attendees. For some, it’s a valid reminder of your brand. For others, it’s a waste of money. Whichever camp you fall into, makes sure any freebie serves a purpose.” 8. “If a given trade show isn’t pre-planned at the level of the Normandy Invasion, it’s doomed to fail. Sales meetings need to be pre-scheduled, speaking slots secured and every show attendee assigned specific objectives—from thoroughly deconstructing a competitor’s pitch to making a number of new contacts,”