STRATEGIC PLANNING
• Market identification and show selection
• Identification and prioritization of show goals (i.e. sale leads, media coverage,
product launch, corporate image, channel partner acquisition, etc.) in line with
integrated marketing plan
• Goal-setting to identify show-specific measurable and nonquantifiable objectives such as
Return on Investment and Objectives goals
• Exhibit design, including exhibit layout and traffic patterns
• Identification of show messages and theme
• Management of in-booth entertainment/presenters (scripting, music, A/V, schedules)
• Promotional opportunities to reinforce show theme, including pre-show mailings and
promotions, giveaway items, in-booth activities, technology-based on-site promotion,
advertising, exhibitor attire, post-show fulfillment
• Lead acquisition technology program management and improvement
• Staging of off site client events, such as hospitality suites, tours, or golf events
• Staff selection and assignment of ancillary duties (booth captain, competitive analysis,
PR, attendance at seminars or events, etc.)
• Budgeting (zero-based, percentage-based, or historical)