Face to face trade shows, conferences and events have become the largest estimated share of a B2B marketers budget. Once you have determined trade show exhibiting is right for your company, here are the questions to ask to pinpoint your trade show strategy.
- Are you a new company, concept, product or service?
- How does the show integrate with your overall marketing strategies and plan?
- What sales volume is expected to be generated from this event or from leads from this event?
- What is your position in the industry? (your perception and that of your clients)
- What are your current channels of distribution? (How do you get to your target market?)
- What are the characteristics of your prospects/clients buying behavior? Preferences? Needs?
- What is the market potential relative to the audience? (What gross sales / revenue level can you expect from this target market?)
- Describe your products/services in terms of: Applications, Benefits, Relative Price
- What are your competitive advantages? How can they be communicated? (What elements are positioned in the prospect or buyers mind that render all other competitors second to you?)
- What are your market weaknesses? How can you minimize them?
- What is most memorable about your product? (What are your differentiators? How can you communicate your uniqueness?)
- Who are your competitors? What are their strengths and weaknesses? How will they communicate their strengths?
- Why should a prospect consider purchasing your product?
- What key words communicate the most about your company, its products and services? Can they be communicated through graphics? Can you add them to a show dedicated landing page on your website?
- What can you use to gain attention to your exhibit? Why do attendees visit you?
- How will visitors interact with your staff? What do attendees want to do when they visit your exhibit?
- Can a meaningful demonstration be integrated into your exhibit? Does providing proof and benefit through a demonstration add value to the exhibit dialogue?
- How will you measure the results of the event?
- What role will management play in the execution of your show plan?
- What results will management want you to report on, post-show?
Source:
http://www.skylinetradeshowtips.com/questions-to-pinpoint-your-trade-show-strategy/
