… let’s think about trade shows.

In this use case scenario … you are responsible for trade show marketing at ACME Corporation.

ACME is a B2B software-as-a-service (SaaS) company. They provide subscription-based software to property managers.

The property management software industry is very competitive. And ACME is a new software solution.

You believe industry trade shows may be your best marketing channel to promote ACME.

, your job in this use case scenario is to ideate a trade show marketing strategy.

How to Get Started

The first task is to create a master list of national and state-level trade shows in your industry.

Someone on your team can do this task. Or, you can hire a virtual assistant to do it.

Your master trade show list should be comprehensive.

The list should include details like the number of attendees, location, dates, exhibit fees, demographics, contact information, etc.

The next task is to call the trade show directors to introduce yourself and learn more about their event.

This task can be done while your assistant compiles the list.

Often times, you will learn key details from the trade show director that will inform your marketing strategy.

For instance, some trade shows will provide exhibitors a list of all the attendees two weeks before the event.

This is a HUGE marketing opportunity!

Here’s what I’ve seen happen.

The event director sends the exhibitors the attendee list.

And for the next two weeks, the exhibitors send some of the worst emails you will ever see to the attendees.

Why?!

Because they were not prepared to receive it. And they didn’t have a marketing strategy for it.

But if you know in advance that you will receive the attendee list, then your marketing team can prepare a great email campaign.

For instance, what if you sent an email sequence campaign giving away a prize each day leading up to the trade show.

Each day you can send an email announcing the winner, sponsored by ACME.

I suspect you’ll get pretty good open rates and engagement on this type of email campaign.

And, you’ll generate some valuable brand awareness and equity for ACME.

, what’s next …

After you’ve completed the information gather phase, it’s time to determine which trade shows are most important for ACME.

A good way to determine this is to research other property management software companies.

Which trade shows do your competitors attend?

How big are their trade show booths?

What type of marketing tactics do they use?

Competitive intelligence is always an important step in creating an effective marketing strategy.

After you’ve gathered essential research on your competitors, you are ready to move on to the next phase.

, let’s think about budgets.

ACME’s trade show budget is the final thing you’ll need to know before you can plan an effective marketing strategy.

Your budget will inform things like:

• the size & location of your trade show booth
• the type of branded promotional items you can giveaway
• the number of ACME staff who will attend the trade show
• the digital marketing tactics you use to promote your booth
• the type of event sponsorships that you can do
• and much more

The previous research that you’ve compiled (master list, calls with directors, and competitive intelligence) will inform your budget.

It’s important that you plan for a realistic trade show budget.