Things are always changing. People come and go, as do
customers. If you can focus on a calendar year, you can map out
strategies and tactics that will then drop actions into quarters,
months and particular shows.
Your tradeshow marketing plan should give each member
of your marketing team an understanding of what steps will be
handled by them to achieve your company’s objectives during the
Break It Down
By breaking the plan down into the following areas,
your approach to planning each year’s tradeshow marketing plan
should be easier and make sense.
By show – determine exactly what the
overall goals are for each show. List the shows, the booth size,
the expected booth personnel and potential audience. List the
products and services that you’ll be promoting at that show.
Tactics – what will you be doing around the
following areas for each show: pre-show marketing, public
relations outreach, social media engagement and related content
creation such as photos and videos.
Measureable results – what do you want out of the
following areas? Samples given out, demos performed, in-booth
attendance, leads generated.
Parameters set – create a plan that is focused
and has realistic expectations.
Buy-in – once the plan is complete, have all
staff and management sign off on the plan so that everyone knows
what the expectations are.
A tradeshow marketing plan is an addendum of sorts to
an overall marketing plan. Even if you have a good, solid marketing
plan, breaking out your tradeshow marketing tasks and goals will
help to make your overall marketing plan more effective.
Keep the Plan Handy
Once the plan is in place, it can be used as a go-to
source to make sure that you’re not forgetting something in the
chaos of executing a tradeshow. So often it’s easy to let things
slip away or be put aside when the show is underway. Then when
you’re back in the office and you don’t have a particular piece of
information, such as the number of booth visitors or how many people
attended your demos, you’ll be kicking yourself for not making that
happen. A plan will increase the chances of fully executing all the
important tasks ahead of you at the tradeshow.