Even though many professionals aren't officially registering to exhibit (let alone attend!) until much later in the trade show cycle, they'll still face a number of tasks with hard deadlines...
i.e. "if you aren't going to be able to do [task] by [date], it may not be worth doing at all"
In other words, there comes a time when everyone has to get on board with the decisions that have been made (whether they were strategic and intentional... or confirmed by default) because, after that time, any further discussion is unproductive at best.
So, in order to best serve your exhibitors, any exhibitor success programming you offer should be provided at the right time:
- too EARLY and exhibitors are likely to put off implementing your recommendations until "later," get distracted, and forget
- too LATE and exhibitors are likely to feel frustrated that they missed out or messed up without enough time to course correct
In my experience, it's much more common for topics to be scheduled "too late" rather than "too early" - in those cases, you might consider:
(A) holding off on that topic for now (there's always next year...) and, time permitting, swapping it for something that is more timely instead OR
(B) shifting the way you cover a topic, e.g. identifying realistic work-arounds to enhance/overcome existing plans for this year (vs. pointing out mistakes and noting what they should have done instead)
Hope this helps as you continue to evaluate exhibitor success programming options and put your related plans in order! Stay tuned for more red flags this summer...
#TradeShows #TSSS2024 #10RedFlags #ExhibitorSuccess
Designer at Storylink Creative
2wSo proud to be apart of this amazing crew!!