Great trade show managers understand the intricacies of the trade show industry. From the moment exhibit space is purchased until the show debut, there are many critical decisions to make. They avoid overcommitting to too many shows, recognizing that each one requires significant time and resources to succeed. Adding another show isn’t just an extra expense; it’s a commitment that, if not done right, can waste the overall investment.

Effective communication between sales and marketing is key. Even the most attractive exhibit won’t yield results if account executives can’t turn interest into orders. Before finalizing exhibit plans, managers ensure branding, information gathering, and follow-up strategies are aligned with the sales team’s goals.

Support your vendor choice with clear reasons. Opting for the lowest price can be tempting, but it may cost more in the long run. Prioritize quality, service, and strong references. Explain both added value and hidden costs to decision-makers. Focus on shows with your target audience and high ROI potential, and ensure every lead is followed up post-show to justify future participation.

Limit what you include in your exhibit space. While it’s challenging to balance products, meeting areas, lounges, and activities, careful editing prevents your exhibit from becoming cluttered. Great managers act as editors-in-chief, using technology to enhance the attendee experience, not just to follow trends.

Great trade show managers take calculated risks, try new things, and balance innovation with practicality. Always aim to be memorable, not ordinary.

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