How Can I Save Our Trade Show Program?

How-To Tips

EDE

QUESTION: Post COVID, our C-suite is questioning whether our company should continue its trade show program. How can I convince them of its relevance and save five people’s jobs in the process?

ANSWER: Without a doubt, COVID dealt a blow to the trade show and events industry. Many trade show programs bounced back, but the upheaval caused some C-suite executives to question the need to compete in the face-to-face industry among so many digital options.

Approach your conversations with your administration much the same way that you approach your trade show program. Wage a face-to-face marketing campaign for their support by developing some key messages that address their primary concerns. This will vary from company to company and depend on the personalities you are selling your program to. In my experience, however, many of the C-suite’s pain points revolve around concepts we’re used to dealing with: return on investment (ROI), brand awareness, thought leadership, etc. So here are some broad talking points that can swerve as a starting point for you to begin crafting your perfect pitch.

READ THE FULL ARTICLE FEATURED IN EXHIBITOR MAGAZINE. 

 

Get trade show tips, reports, checklists and more delivered to your inbox once a month by signing up to the Trade Show Marketing blog.

Related Articles

Not Just Fun and Games: The Strategic Power of Gamification

Not Just Fun and Games: The Strategic Power of Gamification

Gamification in trade show exhibits has evolved far beyond the simple prize wheel. Today’s most effective interactive experiences don’t just attract attention — they engage attendees, educate them subtly, and seamlessly transition them into conversations with your...

2025 Design Trends: What CES Taught Us

2025 Design Trends: What CES Taught Us

CES 2025 has come and gone, and once again, the event didn’t just showcase groundbreaking technology — it also provided a masterclass in innovative exhibit design. Whether you’re planning your next booth or just looking for inspiration, here are four key lessons we...

Why Wait? Engage Your Audience Before the Event Even Starts

Why Wait? Engage Your Audience Before the Event Even Starts

For exhibit and program managers, the road to a successful event starts long before the doors open — think months, not days. If you’re waiting until the last minute to get your audience hyped, you might as well show up with a karaoke machine instead of a carefully...