Sage Conversations

Do People Love Your Company?

  

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I just returned from a large industry trade show in Las Vegas. I was told there were over 23,000 people and close to 1,000 vendors. As I travelled up and down the myriad aisles I asked myself the following questions: 

1. Do I 'love' going to this trade show?
2. Does this trade show help prepare the vendors to 'amaze' their target customer and prospect base?
3. What is the focus of each vendor:
   • to get a business card?
   • to support a brand campaign leading up to this event?
   • to follow up with clients and prospects that have already been touched through a campaign leading up to the event?
   • to be there, because everyone thinks if you are not there you will not be relevant?

And do these vendors have metrics to support these goals that are meaningful to the value of their business?

I believe that participating in a trade show can be a significant element to a go-to-market plan. But too often it stands alone as an expensive and under-leveraged silo without tangible pre-defined metrics or follow through.

I believe there is a better way.