So the big day is HERE. The most important event in your industry is today, and you finally got brave enough to sign up as a vendor or sponsor. And here you are with your booth and your assistant, ready to make some great connections.
If that’s what you’ll be doing later this year, I’m willing to bet you shelled out more than a few dollars for that booth space. If that’s the case, I’ve got some food for thought for you:
- what are your goalsfor being at that event, and having that booth space?
- how will you show up? Will you be prepared, or will you look like you “just rolled out of bed”?
- if you bring staff or an assistant-will you train them on what to say, how to interact with visitors?
Most of these events don’t just come with a hefty price tag; they come well in advance, so for the most part, they’re not events you sign up for on a whim. Take the Ottawa Home Show,for instance. The registration fees alone can be a couple of thousand dollars. That doesn’t take into account paying staff for being there with you on the weekend; travel expenses (hotel, meals); promoting the event, and finally, the marketing collateral for the event itself.
This is the kind of investment that can take a big bite out of your marketing budget. This kind of investment requires preparation. You know well in advance what you’ll be up against, so PLAN for your success.
Here’s some things that shouldn’t be a last minute affair:
- If you’re planning a clever promo item to give away…don’t wait until 3 days before the event to put it together.
- Let people know well in advance you’ll be at the event. Don’t wait until one week before to start promoting your event in Facebook.
- If you’re planning a special sale for the event, put the details together at least 3 weeks in advance. That way you’ll also have enough time to put together any print marketing materials you may need.
If going to these special events is a big part of your marketing plan you know how much of your time and your budget is involved. Set yourself up for success by preparing well in advance. That will ensure that you keep your stress low as well!