Here are a few thoughts on getting the most out of the show that never ends.

KBIS is five months away, and already every social media feed is flooded with #KBIS2018. What is a weary marketer to do in the current state of “always on” marketing?

There isn’t much you can do to slow down the pace, short of a career change. So here’s a list of tangible tactics that will help you leverage your efforts.

I’ve had the benefit of seeing these shows as an attendee and I attempt to view the experience from their perspective—though I do have to flip my badge around so they can’t tell I’m in marketing. I’ve seen what works and what doesn’t.

As exciting as it is to have a booth that’s packed with traffic, I think it’s far more important to focus on your key customers and prospects. Since you’re no novice at this, I’m sure you’re having some sort of VIP reception or event. And you know that every exhibitor is trying to elbow their way on to your high-value customer’s itinerary. Here are some specific tactics to get people to your event, and make sure it connects with your brand’s objectives.

Leave some room to breathe. One of the biggest mistakes I see at every trade show is the overcrowding of the space. I get it, you just dropped a ton of jack on a decent sized booth and you want to get the most out of it. This may force you to make some difficult choices as to what gets displayed and what doesn’t.

With your VIPs well taken care of, you can relax and enjoy the event. Kidding of course. You’ll still have the caffeine-fueled marathon you’ve come to know and love. But you can have more confidence in the investment you’re making.

Do you need help creating your event mailer or any other materials for the trade show? We’d love to help. Our past work includes an event invitation that had a 30% attendance rate, far exceeding expectations as well as any direct response benchmark. Click here to see.