As the noise of my kids in the house resounds, I know that summer is here. The spring shows are about finalized now, and the discussions are pointed toward the fall. The summer lull for most is a great time to retool. A period of review of spring successes and an opportunity to make tweaks to create more success in the fall. This revamp effort can come in a variety of forms, and combinations thereof as well. Let’s talk about some of the ways to utilize this time.
Modify Strategy
With the data points of spring coming in, the summer is a good time to assess what worked and what did not. There are many factors to consider like who worked the show, how was the show attendance overall, what marketing was done for this show, what were the expectations for the show and the actual measured results, what booth design was used, etc. If one of your booth attendees proves to be an ace closer on the floor, make sure they work the fall schedule. If a particular promotion boomed, try to replicate those marketing efforts. Maybe a video testimonial proved valuable, is it possible to have that person speak on your company’s behalf in person?
Some decisions coming into the new year as risky could be more strategic using the spring data for fall. Instead of keeping the status quo, make tweaks.
Modify Booth Experience
Our clients coming off of spring having been inundated with trade show booths. This springs many ideas for adjusting their own booth experience for the fall. Generally, this isn’t a time for full overhaul, but for accessorizing or opening up space. Adding a new floor, an edgelit pedestal, a new interactive monitor… these types of things. Something to add a freshness to the fall iteration of the booth without a totally new look.
The Small Stuff
This is the “stuff” that is physically small but can impact the overall experience. Like promo items and literature. I’m a fan of allowing for small tweaks that can make the booth show specific. Changing a graphic panel or a single display to have event-specific messaging. Finding giveaways that make sense to the specific audience for the show, or the show itself (location, aesthetic, etc.). Let’s say you have an instrument that primarily has a medical function, but also is used in the beverage industry. For instance, I could see the bev rendition of the space having literature and giveaways with a brewery focus that appeals to the direct audience.
Get Some Rest
The twin peaks of the show seasons are intense. Particularly for those who are traveling to a bunch of different shows in these short time periods. Fall burnout will come fast if we can’t peel back for a brief stint, and recharge mentally and physically. This is always easier said than done, but blazing through June to August can cause an early fall collapse.
We are here to help with and all of the above (except for that rest thing, maybe we need to take our own advice?). Let us know how we can help analyze the spring and look forward to the fall with you. Contact us.