I remember in English classes growing up how we learned about how stories should be structured like a sandwich with the top piece of bread being the beginning, the meat being all of the detail and the bottom bread being the conclusion of the story. Oftentimes in writing, the top and/or bottom pieces of bread are forgotten with all of the focus and emphasis being on the meat. People will get maybe one or two of the three but forget the third. I’d be lying if I said this blog hasn’t had a missing bottom piece of bread a time or two before. Trade shows and events also have three distinct areas of focus, which breaks down as follows:
Top Bread – Pre-Show Preparation
There is a lot that goes into pre-show prep. Many people utilize checklists to make sure they’re working through all the details of their display, booth space, hotels, flights, meals and more. There’s also training and organizing those who aren’t as intimately involved in the lead-up process (salespeople, c-level execs, product experts, etc) in what their role is. With each detail comes a cost and a deadline, both of which have to be accounted for.
Meat/Substance – The Show/Event
Of course, the trade show or event is the main focus. Everything should now be perfect with the booth space, the team should have goals for their interactions with attendees. The daily itineraries should be completely mapped out. The portable “store” should be fully operational, and if the substance of this sandwich is good, it will be bringing in the customers.
Bottom Bread – Post-Show Follow-Up and Metrics
The most successful trade show campaigns are tracking as many measurable objectives as possible to make them as efficient and effective as possible. If sales on the show floor are the goal track them, likewise with leads, targeted engagements, post-show follow up meetings, brand impressions and whatever else may be of the utmost importance to your company.
The point of this simplified sandwich view of the process is to help identify the importance of all three of the sections. Like with writing, the trade show sandwich can focus entirely on the meat as opposed to the bread. The bread though is the key to making the sandwich a sandwich as opposed to an odd salad or a plate full of meat and veggies. And a sandwich without a bottom bun, for instance, is not one that can be picked up or eaten easily.
Yes, make what goes between the bread the main focus, but don’t forget about the bread and its importance.
Now enjoy your lunch and bon appetit!