Who are We and Why are We Here?

Good Monday morning to everyone.  I want to take some time this morning to think about how we, as small business marketers, prepare for the trade shows we attend.  As I began to think about this subject, I was reminded of Ross Perot's running mate in 1992, the late Admiral James Stockdale, who opened a debate in '92 with the famous words, "Who am I and why am I here?"  When we look at planning for the trade shows we attend, we have to make sure we are asking ourselves that question.

Happy Monday morning!  I want to take some time this morning to think about how we, as small business marketers, prepare for the trade shows we attend.  As I began to think about this subject, I was reminded of Ross Perot's running mate in 1992, the late Admiral James Stockdale, who opened a debate in '92 with the famous words, "Who am I and why am I here?"  When we look at planning for the trade shows we attend, we have to make sure we are asking ourselves that question.

As small business trade show marketers, we usually have 1-2 industry shows that we participate in.  We sign up and exhibit for these every year, but as we prepare for these events, are we asking the question who are we and why are we here?  Perhaps your reason for attending that show simply isn't valid anymore.  For trade show marketing to be effective, we have to have a clear mission or purpose for each event we take part in. 

From a practical standpoint, we need to figure out how we fit in to this particular show's target market.  How does that market view us and where are we trying to go?  We have to recognize that if we have big, long-term goals for a particular market, we aren't going to be able to accomplish all of them at one trade show.  We need to figure out the steps we want to take at this one event and develop a plan to get there.  One of the biggest mistakes exhibitors make is simply trying to accomplish too much at one show.

Over the next couple of days I'm going to talk a little bit more about how we can determine our show goals and create a plan for success.