Chris & Khalil tackle the crucial questions exhibitors fail to ask but desperately need answered. From realistic budgeting to staff selection, discover the strategic blind spots that separate successful exhibitors from those burning cash on disappointing results. This isn't about booth design—it's about bulletproof trade show business strategy.

What You’ll Learn

• How to create realistic trade show budgets that account for hidden costs
• Proven methods to measure trade show ROI beyond the standard 90-day window
• Staff selection and preparation strategies that maximize booth performance
• Lead capture systems that go beyond basic badge scanning
• Pre-show marketing tactics to get on attendees' must-visit lists

Time Stamps

• 00:50 - Episode Intro
• 01:38 - Q#1: How can I create a realistic budget for a trade show?
• 05:24 - Q#2: How do I measure trade show ROI?
• 11:41 - Q#3: How do I select and prepare my trade show staff for each event?
• 15:55 - Q#4: What is my exhibit's job at a trade show?
• 17:36 - Q#5: Is this show really worth our participation?
• 19:52 - Q#6: What is our plan to capture and follow up with leads we generate?
• 23:34 - Q#7: Who is accountable for the company's overall trade show performance?
• 26:43 - Q#8: How should we be considering sponsorship opportunities at events?
• 30:18 - Q#9: What is our primary objective for exhibiting at this next show?
• 33:47 - Q#10: What is my plan to drive trade show traffic to my booth space?
• 36:56 - Conclusion and Final Thoughts

Snippets from the Episode

• "The days of just getting a great-looking exhibit and showing up and sort of freestyling the rest of it over, man. Poll results have shown that 75% of people who attend trade shows already have a list of whom they want to see when they go. And the chances are you are not on it."— Chris Griffin
• "If you're not doing some kind of pre-show marketing and pre-show communication three or four months in advance and giving them reasons to come see you, the odds get a lot longer for having any kind of meaningful encounter."— Chris Griffin
• "Add up all the bills you paid from your last big industry show and document that. But challenge yourself: did we get the results we wanted last year? Because if we didn't, we need to lean in and do more."— Chris Griffin

Key Takeaways

1. Reverse Engineer Your Success Vision
2. Track Pipeline Impact Beyond 90 Days
3. Handpick and Train Booth Staff
4. Define Your Exhibit's Primary Job
5. Research and Vet Show Audiences
6. Implement Professional Lead Capture
7. Establish Senior Management Accountability

Resources

• Rockway Exhibits podcast
• Trade Show Displays

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