|How often do you exercise your exhibiting
muscles? Do you have a regular workout designed to increase your trades how
dexterity and boost results? Whether you’re looking for strength training to
increase your competitive edge, flexibility to improve your marketing strategy,
or just general overall fitness, a regular workout program is a must.
Fitness Level 1 - You never or rarely stretch
Geared to the low risk-taker who always does the same thing at industry shows.
To increase your level of flexibility in the marketplace, try stretching your
exhibiting muscles prior to your next trade show. Be willing to take a risk and
differentiate a little from your regular routine.
- Strength component: Define
exactly why you are exhibiting and what it is that you want to
achieve through your trade show participation.
Aerobic component: Brainstorm possible ideas to get your major
muscle groups working in a rhythmic fashion. Consider giving your
booth a facelift with new and exciting graphics.
- Flexibility component: Use a
theme to add some new blood to your trade show muscles to attract
more activity into your exhibit.
Use this gentle routine regularly before each show to increase a
sense of accomplishment and well-being, as well as decrease the risk
of painful unproductive results.
Fitness Level 2 - You occasionally stretch
most of the major muscle groups
Designed for exhibitors who want more of a challenging exhibiting workout to
increase their market strength and flexibility.
- Strength component: Building
strength in your major muscle groups involves weight training and
cardiovascular work. You are making headway when upper management
supports your program.
- Aerobic component: The goal
is to get your heart rate into the target zone and sustain that pace
for an extended period. This means directing your pre-show
promotional workout to those people who you want to actively walk
into your exhibit, find out about you and do business with you.
- Flexibility component: An
company’s range of motion will vary depending on its age, activity
and structure. Good news is that your degree of flexibility can
always be increased. Take time to explore what prospects want and
like so that you can tailor your marketing activity accordingly.
Fitness Level 3 - You always stretch the
major muscle groups
Designed for the serious exhibitor who wants to build marketing endurance,
strength and muscle tone.
- Strength component: Your
people make up the strength and backbone of your exhibiting
presence. They represent everything your company stands for, so
select the best. Prepare them well beforehand.
- Aerobic component: Public
relations is one of the most successful ways to pump blood into your
trade show activity. Build media relations, prepare press kits,
investigate speaking opportunities and consider sponsorship
- Flexibility component: Reduce
the possibility of sales injury and market muscle soreness with a
flexible and timely lead-management plan.
No matter what your fitness level or exhibiting goals, your company will look
and feel better when you regularly participate in an exhibit.
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