How to Make Tradeshows Work for Your Business

1 Clock Hour | Domain A: Strategic Planning

Tradeshows are sometimes a controversial event format. Building a presence requires a significant investment and corporate event managers struggle to show the value and ROI from them. The “coldness” of the leads generated and the variety of contacts made are not always relevant for the business. Dissolved corporate presence, PR difficulties and the reduced brand showcase and meeting space are some of the concerns that are common when deciding on tradeshow participation.

In this session we will provide corporate event managers with tips, based on experience, to tackle these issues. Congress center and tradeshow managers will also benefit from this session by learning the expectations of potential exhibitors in order to craft offers and tools that are attractive in an event sales process.

Learning Objectives:

• Identify the most common pain points around tradeshow decision making.
• Define an implement a successful tradeshow strategy. Learn elements of a “tradeshow culture” and how to incorporate them on the event portfolio, including Communication tools and campaign management techniques, as well as measurement strategies.
• How to manage exhibitor expectations and value added offerings.