posted Mar 11 2018

There are two ways to go about any trade show – you either plan everything or let fate take its course. Well, with the kind of investment and effort you need to put in, it’s always better to plan – to have a roadmap.

What Is Roadmapping?

It’s just good planning – planning you do for anything and everything that could have a bearing on the show and possibly contribute to the show’s success. Every trade show has its share of requirements – you need to be sure of what the attendees want, and then there’s this increasing focus on technology that must be embraced. Not to mention, product launches or major announcements could add a whole new dimension to how you may have handled a show in the past.

Why Trade Show Needs Roadmapping?


  • To help the team with their journey: The team must recognize the loopholes and take corrective measures, as and when required. What they need is a guide of sorts, one that could ease out a possible change of direction. In fact, when you get down to developing a roadmap, make sure you also come up with a risk management strategy. That’s because there could be times when the team may have to reevaluate and revisit the plan, especially in the wake of unforeseen circumstances.


  • To set realistic targets: Trade shows are no stand-alone events. You must compete, to cut through the noise and more importantly, to achieve the targets. Roadmapping is what helps you set them in the first place. It paints a clear picture – whether you’ll be leading the show or maintaining parity. The best part is that you’ll also get a reality check, a much needed one – if you lag behind the competitors in specific areas, it would help if you are at least aware of your shortcomings.


  • To incorporate an explicit element of time: Does your team know that 14 weeks before the show, they should send out the first email invite to let everyone know that you are participating? And that with just 6 weeks left, there should be a sense of urgency in everything they do – right from retargeting those who did show interest but are yet to confirm their attendance to posting social media content, specifically conveying that time is running out? What they do know is that time is of the essence, but with a roadmap to refer to, they’ll know what needs to be done when. In other words, they’ll have deadlines to adhere to.


  • To build a common understanding: Each of your team members could have some ideas and insights that may help you put up a good show. When you develop a roadmap, you acknowledge whatever it is that they have to offer, and pave the way for a shared ownership. The idea is to ensure that everyone’s on the same page, and that’s exactly what roadmapping helps you achieve.

To cut the long story short, if you have a show lined up in the coming months, it’s time you give some serious thought to roadmapping so as to make the most of your participation.


Trade Show Experts

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