News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
Leveraging Your Trade Show Assets Beyond The Event
Jakob Dyrbye / Skyline Trade Show Tips / August 8, 2013
Does exhibiting 365 days a year, 24 hours a day sound like a dream scenario? No? Oh, well, what a surprise…
In our experience, you can divide trade show staffers into 3 VERY broad categories:
- Those who think it’s the best gig in the world
- Those who were sent there, but don’t quite know which levers to pull and buttons to push
- Those who loathe every minute of it
No matter which category you’re in, 365 days probably sound like a bit too much. The crux of the matter is that this is NOT what we mean by 365/24.
Rethink the Trade Show
Considering the resources we spend before, during, and after the trade show, we’re convinced that we can profitably rethink the activity. A typical trade show lasts 1-5 days. This is indubitably not a lot of time! What if we could supplement the actual trade show activities with availability on a digital platform? What if we could rethink our story-telling components to make them just as relevant in the virtual environment as they are at the actual trade show?
What would this require from your sales and marketing functions?