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Strategies for tradeshow marketing get a close-up at EXHIBITOR2014

Having specific marketing objectives when exhibiting at a tradeshow was among strategies presented by speaker Bob Milam at EXHIBITOR2014.

In an educational session titled “Business Marketing Strategies and Trade Shows,” Milam, also known as “Trade Show Bob,” shared his strengths on his more than 30 years in the tradeshow and convention industry.

Currently a consultant with Tango, a Chicago-based virtual marketing and design firm, Milam specifically defined what strategies are not in terms of successfully marketing at a tradeshow.

“Strategies are not mission statements, objectives, target profiles, tactics…among others,” said Milam. He added that mission statements deal more in long-term hopes for an organization, objectives are measurable and tactics need to be very specific.

Milam drew on his past sales and marketing tenure in the food ingredients industry where his company exhibited at some 30 tradeshows annually, mostly table-top and 10×10 booths.

“Strategies are about learning how other people’s minds work and what actions affect their behavior,” said Milam.

How do strategies fit into a budget and timetable? Milam shared that strategic decisions are the key to directing successful marketing campaigns as it relates to tradeshows.

“We approached every show by playing to the strengths of enthusiasts, and we define a niche where we could compete,” said Milam. “Strategies are often characterized by asking who, what, where, when and how.”

He added that following these tips will help one better manage his or her budget and timetables.

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