Five rules for trade show engagement

5) Flawless operational delivery

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Stories abound about the lengths that hands-on managers of trade shows have gone to to tactically execute well; but what we mean by “delivery” is the collection of financial compensation models, agency transparency, change order management, Web-based intelligence and all the higher-order activities that work together to produce flawless results in less time for less money. By embracing this more sophisticated understanding of how to deliver the best value, marketers can ensure that they offer powerful brand experiences consistently and profitably—even as their marketplaces become ever more complex and globalized. Taken together, these five elements represent the opportunity for marketers to move trade shows and similar event-based integrated marketing programs firmly to the center of strategic brand campaigns—an opportunity we should not waste. This should be our primary goal.
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