Trade Shows


Before, During and After should NOT be the Three Stages of Grief

Everyone does a fairly good job, I’ve found through the years, of putting together and setting up their trade show areas. Graphics aside (a subject for a different day), execution of booth set-ups is something that many companies get mostly right.

That being the case, I do confess to being a bit bemused at why the middle part — the “during”, if you will — often the most difficult part, is the part that does get handled. When you think about it, that’s where all the expenses are.

Conversely, however — where the payoff lies — the “before” in preparation, and the “after” in follow-up — these are the areas that so often get neglected. Why is that?

Maybe your company should change that. Even if it cut a couple shows, and funnelled the money into the befores and afters of the ones that it kept; it would probably realize improved returns.

And it’s only the first time, that’s the hardest. The second time, the set-up, lists, announcements, traffic coding and check-backs all get easier.

Companies should really consider making the befores and afters a priority. Or bring someone in who can.

And in the smartest companies, this wouldn’t be a goal of Marketing’s, but of Management’s as well. Otherwise Accounting will nix the trade shows because the returns were wasted. Trade shows are up (did you know that?). They’re productive and valuable. Execute all three stages of them right, and you pocket the cash, and avoid the grief!

Wishing you always-perfect pixels,

Marta Victoria


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