Trade Show Planning

National Food/Ingredient Analysis Service, Testing Lab


  • Improve fragmented, disappointing trade show results.
  • Secure a specific number of scheduled meetings with target audience prior to the trade show.
  • Raise awareness of the company’s “solution provider” approach.


  • Developed trade show micro-plan with pre-show, at show, and post-show communications, personnel assignments, and timeline.
  • Classify highly targeted audience into A, B and C priorities.
  • Developed campaign messaging for all touch points (direct mail, phone, email, trade show booth support collateral, print advertising) and all groups.
  • Created fully branded “missing piece” promotional product conveying the campaign message; invited A group recipients to make an appointment for the trade show and receive “missing piece”; B and C group recipients received a postcard with campaign messaging.
  • Scripted calls to A and B prospects who didn’t respond to direct mail.
  • Crafted confirmation email to those who scheduled meetings and a reminder just before the show.
  • Arranged for fully branded tradeshow booth with attired personnel, business cards, unique endless card, and graphics that featured campaign’s key message.
  • Created post-show lead nurturing piece.


  • Generated double the expected appointments and four times the expected leads.
  • Educated target audience with defined message aligned to company goals.
  • Broadened attendee interest beyond initial targets with intrigue generated by “missing piece” buzz.
  • Strengthened employee performance with defined roles and responsibilities.
  • Built prospect interest with post-show communication.
  • Earned national award for program success from the Promotional Product Industry

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to the organization they work for