Trying to prove event performance is routinely difficult for many exhibitioners. In this episode of Tricks of the Trade, Host Stephanie Chavez talks with Event Strategist Allyson Shepherd about how she counsels businesses for measurement protocols and research that make accuracy possible.
Discover how to make better investments, have better exhibits, and make better choices for event engagements. Allyson shares the three most important things you can do to knock it out of the ballpark.
- Portfolio Planning: Are you going to the right shows? Attracting the right audience? Do the shows on your calendar align to your business goals? Many don’t know what their objectives are, so defining success before you start will help you develop a strategy for capturing details that show how the event performed.
- Create a Playbook: Establish guidelines that include a brand style guide with graphic standards. It should include everything from shipping, to how staff travels, what meeting rooms are used, preferred agencies in each location, and more. This should standardize who gets contracted for what, and should be made available to partner agencies and teams through an online portal.
- Get 3rd Party Evaluations and Audits: What does your competition look like? How are they attracting attendees? How are they retaining attention? How are attendees responding to your exhibits, and to others? What questions are your competitors asking?
As you’ll see from this great interview, the questions are many! Biggest question? “How can we make a bigger impact considering what others are doing?” Listen now, and take notes!
Download the Strategic Life Cycle Graph and click here to access The Trade Group whitepaper, Strategic Event Planning for Trade Show and Live Event Programs.
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