Every event marketer faces many challenges racing for a great finish. To run a diagnostic on your trade show or event program, select "Yes," "No," or "Yes/No' to this 12-question assessment.

A. PLANNING YOUR RACE

How you plan your race strategy will determine... how difficult your program will be to implement, how effective your program will be, how positive your return will be. The essential planning elements are...
• Selecting the right shows to attend
• Going to these shows with the correct presence
• Integrating the elements of your marketing program
• Designing and building the right booth and experience

Do you currently rate and rank every trade event you attend?

It's imperative that you know you are investing your marketing dollars in the right shows and events.

      • Research all the possible shows your company can attend (include your current ones).
      • Rank them by your most important criteria (usually return on investment).
      • Make informed decisions where to invest marketing dollars.

Do you currently predict the outcomes of trade show events?

The best way to insure you are maximizing your exhibit and event spend is to determine the optimal level of your presence at each show.

      • You must evaluate and define your goals

      • You must find and model all the data involved with your shows. (This can be a time consuming, but highly rewarding project.)

Have you developed highly integrated trade show marketing programs?

You need to predict what the track will be like during your actual "race." So, maximize your marketing efforts by integrating your brand and messaging to activate your target audience :
      • Audience invitation strategy  
      • At show awareness and sponsorship campaign
      • Off site special events

Are you currently looking for a new booth design or build?

Now you need an environment that will enhance and maximize your tradeshow and event programs. The challenge is to find a partner who can deliver a truly custom solution. You must be assured you will receive the best value for your investment, and know that your partner will anticipate your needs and requirements.

B. RUNNING YOUR RACE

You need a "pit crew" that anticipates every need and is proactive in paving the way. From show services orders to state of the art media, your crew must be seamlessly integrated into your organization. The essential planning elements are...   
      • Program Management
      • I&D and Show Services
      • At Show Presence
      • Message Delivery

Are you happy with your program management team?

Like all winning racing teams, the "pit crew" that manages all the details makes all the difference.
Knowing the nuts and bolts of trade show and event management is essential. From pre-show show service management to at-show presentation to final budgeting, your crew's ability to anticipate and be proactive may be the difference between first place and no place.

Are you completely happy with your current I&D supplier?

Every winning team must know how to quickly and efficiently set up their operations. A company that provides staff installation and dismantle services insures accurate and timely programs. Having multiple offices across the U.S. means competitive labor rates and a regionally knowledgeable staff.

Are you taking advantage of at-show marketing opportunities?

Like race tracks or courses, the trade show environment has it's own unique marketing opportunities.How a company exploits these opportunities — such as guerilla marketing tactics, sponsorships, special events and the like give companies the winning edge in their trade shows and events.

Do you use the most current presentation technologies?

Using the most current technologies during your race is one of the key ingredients to a successful campaign. Creating highly impactful presentations, whether media-based or live, separates you from your competition. Delivering your presentations using state-of-the-art presentation technology will also put you in the lead.

C. WINNING YOUR RACE

To win your race, you have to finish ahead of all your competitors. This means...
     • Converting your leads
     • Employing follow up strategies
     • Determining how well your programs are working
     • Improving your "driving skills"

The essential planning elements are...
     • Lead Conversion
     • Follow Up strategies
     • ROI and ROO Development
     • Personal Development

Do you currently use a defined Lead Conversion program?

If you have done everything well to this point, you now have attracted the right audience and delivered the right message. Now you need to collect those qualified prospects and move them into your sales process. To convert leads, you need to effectively manage your leads and contact information. You also need to develop effective strategies to link these prospects into your sales process.

Are you currently using a defined ROI or ROO program?

To win your race you have to know what is working and what isn't – then do more of what's working and less of what isn't. The only way to determine what is working is to develop Return on Investment and Return on Objectives programs. These programs determine what steps you will need to take to maximize your efforts.

Do you use effective follow up strategies?
Thanking your fans for coming to the race is a very important step in a winning campaign. Keeping your messaging going beyond your events isn't just a good thing to do, it's an essential component to a successfully integrated marketing program.

Are you in the FastTrak program or a CTSM graduate?

The most important person in the entire race is you — the driver. The better you are prepared and educated about all the details, all the variables, and all the challenges, the easier it will be to take the checkered flag. The value of personal development has been proven time and time again. The better educated you are, the more effective the process will be.

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