CONSUTLING SERVICES: TRADE SHOW STRATEGY

Conference & Trade Show Marketing and Strategy

No matter what it's called, a conference, convention, expo, or trade show should be a memorable experience for all involved.

​Do your events deliver the right content to draw qualified decision makers that your sponsors and exhibitors are looking to reach? What makes your face-to-face meetings more valuable than those of your competitors? How do you convey that value to the various audiences?

Whether you're launching a new event or looking to add new energy to an existing series, developing the right program that self-selects a qualified audience and meet the needs of all participants—buyers and sellers alike—is a strategic process that should not be taken lightly. As a specialist, Brady Lutsko Consulting has greater expertise in trade show marketing than a typical agency. 

​Turn to Brady Lutsko Consulting to ensure your strategy is on track; and that you're effectively communicating the right message, to the right audience, at the right time to drive registration and exhibit / sponsorship sales—using proven techniques learned from trade shows across many industries.
The results that Brady Lutsko Consulting achieves for clients speak for themselves:
6.1:1 
Attendance growth nearly doubled the buyer to exhibitor ratio of a major competitor (3.5:1)
32% 
Reduction in marketing expenses over three years
$112,315 
Value of complimentary advertising secured through annual media partner agreements
17% 
Increase in booth sales <90 days before trade show
ASSOCIATION & TRADE SHOW MARKETING:
  • Market Research / Survey Design – design, implementation, and analysis of online pre- and post-show surveys to gather demand information, market intelligence, demographic data, or other feedback from current / prospective exhibitors and / or attendees
  • Copywriting, Messaging & Theme Development – develop taglines, messaging, and graphical themes to best reflect your event's identity and brand on websites, advertising, direct mail, programs, on-site signage, and presentation materials / set design  
  • Membership Materials & Member Communication – create traditional and digital marketing materials to grow membership and effectively communicate benefits and accomplishments to existing members
  • Audience Acquisition / Attendance Promotion – implement traditional and online marketing communication to position your event(s) as a can't-miss opportunity for qualified attendees, exhibitors, and sponsors alike
  • Media & Association Partnerships (Trade-Outs) – negotiate media and associate sponsorship opportunities to leverage free and reduced-cost advertising and use of subscriber / membership lists for attendee promotion
  • Lead Generation / Data Mining – identify sources of potential exhibitor and / or attendee leads; compile master list of organizations; conduct web research to gather phone number, mailing address, website, and brief description for each organization; identify contact name, job title, and email address (when readily available) of likely decision maker
  • Exhibitor Prospectuses – develop communication of qualitative attendee demographics and goals to appeal to prospective exhibitors and sponsors
  • Event Program / Directory Publishing – compilation and editing of directories, management of ad specifications and collection, content development, page flow, creative direction, and pint coordination
TRADE SHOW MANAGEMENT / STRATEGY:
  • Buyer-Seller Strategy – identify key audiences and demographic qualifications to deliver qualified attendees that best match exhibitors' and sponsors' buyer profiles; identify opportunities for growth / expansion or under-served market segments
  • Registration Planning – develop registration packages, identify key demographics to capture as a value to exhibitors, oversee form design and online registration flow, and assist with registration company selection and on-site supervision
  • Program Development / Speaker Recruitment – assist in identifying potential speakers and topics to draw qualified attendees and enhance program credibility; develop and distribute formal calls for speakers; create / edit session titles, descriptions, and speaker bios; coordinate room set requirements, speaker travel, and lodging
  • Hosted Buyer Program Management – develop / update program terms, conditions, and details; manage candidate recruitment, screening, and selection; and comprehensive management of program communication, agreements, logistics, and customer service
  • Expo Hall Support – assist with floor plan design to maximize space opportunities, traffic flow, and visual appeal; manage booth assignments and priority programs; and develop ongoing exhibitor communication
  • On-Site Assistance – customer service / show office management, registration supervision, volunteer / staff coordination, speaker / session and a/v management, hotel liaison / block monitoring, pressroom management, social media updates, PowerPoint support, photography direction, and assistance with other management functions as needed
> Contact Brady today to discuss your trade show marketing/strategy needs or request a FREE 15-minute phone consultation.