The 3Rs. Research, Research, Research!
KNOWLEDGE IS POWER
The Three-Pronged Approach
It is absolutely true. Knowledge is power. So ‘know' as much as you can. Taking a three-pronged attack with your research is useful.
1. KNOW YOUR AUDIENCE
- Who are you are trying to reach?
- In what frame of mind do you want them to visit you?
- What do you want them to already know when they meet you?
- What precisely do you want to take place in your meeting with them? How do you (and they) need to be prepped for that to happen?
- How can you save your audience time, and make their trip to your exhibition more productive (for them)?
2. KNOW YOUR COMPETITION
- Your most valuable coach in the run up to this exhibition are your competitors - let them help you up raise your game.
- Make it your business to know who they are, and what they are up to.
3. KNOW YOUR VENUE
- (Tedious I know, but) Read the manual - twice. Know the show inside out.
- Who were the big hitters of the show last year - what ideas/gimmicks were everyone talking about (You will be wanting to avoid those this year - build on them, take them a step further)
- If you have not exhibited there before, get on the phone to people who have: get different perspectives. Cover all bases.
- Do a recce (online or on site) of the local amenities close to the venue: restaurant, café's, hot spots - these could become alternative meeting venues for pre-appointed clients.
There are no short-cuts here, and it is not particularly glamorous work, but and there is nothing like having done your homework to give you that extra edge.
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Posted on February 14th 2011
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