For the past 20 years, the face-to-face marketing channel has been a passion of Sharon's. Along with her partners, she has helped plan and orchestrate hundreds of in-person events, customer visits, exhibits, and trade shows in the business-to-business world.
Over that long time there have been many changes to the exhibition industry overall. There have been many lessons learned and opportunities for improvement (mostly from making mistakes!) and Sharon considers it a privilege to share tips and pointers that may prevent someone else a painful experience!
For more information, reach out - we'd love to hear your experiences!
When looking at face-to-face marketing programs for the purpose of improvement, there are four core pieces to the success of events, exhibits, and their parent campaigns.
1. Strategy. A sound strategy is the foundation of a great campaign. It is the proverbial roadmap for where you will go, who you want to see and why, and what you expect when when you get to the finish line.
2. Planning. To gain the most from valuable funds, as well as create an experience to remember, extension plans that are well-communicated and signed-off by clients create the best possible scenario for superior execution.
3. Execution. Every well-presented experience has had one or more "dress rehearsals" to familiarize everyone with the plans, goals, and roles they should play. When done correctly, execution becomes more following a script than figuring it out, something that improves the quality of the experience for all!
4. Follow-Up. The purpose of face-to-face marketing is to create RELATIONSHIPS. The goal of an event, exhibit, conference, customer visit, etc. should always be focused on good follow-up.
Don't hesitate to reach out for more information!