New to the world of trade shows? There’s a lot to take in when you’re just starting out. Maybe you’ve been attending trade shows for a while now and are still learning all the time! No matter what your business is, there are ways to strengthen your exhibiting capabilities. So how can you take your team’s trade show skills to the next level?
With two superpowers: education and innovation! Let’s dive in.
Trade show management training
Running a successful trade show with an inexperienced marketing team can be a challenge.
That’s why it would be great to see more training opportunities in event marketing! There are many ways to develop better talent in the industry. Educational institutions could partner with event marketing organizations to create programs and pathways into the industry. Additionally, entry-level professionals can benefit from formalized training in event marketing fundamentals, such as the Certified Trade Show Marketer Program (CTSM) to develop their trade show skills.
The CTSM program is an educational program that provides the knowledge and resources needed to successfully manage and organize trade shows. It offers courses, data and tools to help exhibit managers learn the trade quickly. Through training, career opportunities will expand, allowing more people to gain expertise in organizing effective events.
Innovative trade fairs for a better future
The second super power skill isn’t always as simple as it seems: Innovation!
In practice, what does this look like? It means being willing and open to trying new things, staying connected to trends, and thinking creatively about solutions to problems. Think: What is your innovation weakness? What needs special attention? Let’s review some ways to innovate within the stale routines of trade shows.
Understanding the need to evolve trade shows.
Like all good things, our trade shows need to be constantly evolving. If we want to grow, we need movement and change. It takes a constant effort to keep trade shows up to date with the latest trends and market expectations. By taking the time to understand our customers’ needs, we can ensure that each event is ahead of its time. This takes time and money, though, so plan accordingly! Resolve to continually research and develop new strategies for your ever-changing trade shows, and you’ll see your numbers change for the better too.
Embracing data and technology to create a profitable show.
It’s worth using data-driven technology to streamline processes and reduce overall costs. To create a cost-effective show, you may need to rely on projectors or other displays that allow you to change and adapt to the ebb and flow of your business. If you spend money on a structure that may be obsolete in a few years, it can start to drain your marketing budget very quickly. Using technology can help you change your strategy and presentation as easily as the tap of a finger.
Encourage event marketers to learn and build on new trends.
Sometimes, for whatever reason, we tend to shy away from trends. Maybe it’s to avoid looking like everyone else. And while it’s great to be unique and stand out, we also don’t want to stand out in a negative way. Event marketers need to stay on top of new industry trends and make sure to apply them to their strategies. Start by fitting in, then find ways to express your brand in a unique way using the skills you’ve learned along the way. If you don’t speak the right language, it doesn’t matter how funny the jokes are.
Join the exhibitors’ advocacy
Have you heard about Exhibitor Advocacy? This program was designed to support exhibitors and make their voices heard! The goal is to ensure a better future for exhibitors, get answers to your questions and manage all your concerns! You can become a member by visiting their website at exhibitoradvocacy.com.