[WRE | ADVISOR]
“
...these events are called ‘shows’ for a reason. Because each event is a performance. And there’s more to it than just showing up.”
2009 with the goal of teaching and coaching professionals on a “better way” to utilize trade shows. Since then, WINH has gone on to work with companies in a range of industries, from healthcare to tech to construction. “Every industry is a little different,” she said—regarding
trends, regulations, and design. “So, the strategies are consistent, but they’ll be applied in a slightly different way for each one.” Based in Atlanta, Davis spends a large portion of her
working hours on the road, consulting with clients and speaking at industry events—work she’s adamant about getting right, because the value goes far beyond the booth. “Trade shows have the power to influence every part of a business (from hiring to sales to team morale and more) and, by extension, trade shows
also have the power to influence our economy and the world at large,” she pointed out.
Building Out Strategy
Preparing a communication strategy before, during, and after an event may be just as important as the booth experience itself, said Davis. “One of the biggest mistakes an exhibitor can make is overlooking the importance of pre- and post-show efforts. An exhibitor cannot reach their potential if they aren’t using their time wisely pre-show (to build momentum) and post-show (to solidify their efforts).” Pre-show marketing is valuable for exhibitors who want to get more of the right people to visit their trade show booths. Davis expressed that many companies don’t do extensive pre-show marketing (or they don’t do it well, so their efforts aren’t well received).
One tactic a vendor might consider using is door drops, or room drops—a convenient marketing tool that delivers promotional material, invitations, announcements, etc., directly to the hotel rooms of trade show attendees. Davis,
WIRE ROPE EXCHANGE
SEPTEMBER–OCTOBER 2018
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