Skyline Exhibits

Here are some ideas on selling top executives on the importance of trade show and event marketing.

1. Top executives need to understand how trade show marketing relates to and supports corporate marketing goals. Some need past show statistics and attendance profiles to fully understand the process, and some want to be involved in the planning. You need to understand their needs so you can deliver what it is they want.

2. Quantifiable results will help sell your top management. Show them how trade shows have lowered sales costs, increased repeat customer rates, attracted new customers, increased market share and improved the company image.

3. Find out what, if any, negative preconceptions top executives might have. They may have no prior experience and don't understand how shows fit into the overall corporate marketing strategy. They may perceive trade shows as simply an excuse for people to have a good time at the company's expense.

4. Show them that trade show marketing is an integral part of the marketing mix. It's a component of four main promotional vehicles - advertising, sales promotion, public relations and personal sales.

5. Encourage executives to participate and visit shows. Their involvement takes the process to another level. Team members realize the seriousness of the investment and become even more focused and committed.

6. You can be more calculated in your approach by understanding the personality style of your top manager. There are four styles:

b. Analytics are detailed-oriented and focused on solutions to goals and objectives.

c. Expressives are big picture people and risk takers and focus on creative ideas that feel good.

d. Amiables are relationship oriented leaders interested in low risk and guaranteed proven results.

a. Drivers are bottom-lined focused with a need to know the facts.