Partner Collaboration in Trade Shows

A weekend reminder that tradeshows and events are a sales and marketing strategy, NOT a cost of doing business. You must execute as such. Here is an example of needing to be strategic vs treating as cost of doing business: Pre show marketing is a strategic item that requires a strategic approach. So... You're spending $400,000 to be at a tradeshow. 💰 You have a beautiful booth, intriguing theme, great messaging, experiential engagements lined up, and objectives. You are working with a kick ass partner like Rockway Exhibits + Events so you know you have nothing to worry about and your strategy is on point.😉 But how do you get people to show up? It takes effort, teamwork and creativity. 1️⃣ Curate, cross check, last year shows data. You will need this. - Collecting good data, with notes, follows ups, results ,etc is so important year over year. - This is typically very good data year over year and has to be folded into your efforts across the board. 2️⃣ Work with sales. Have them develop their list of prospects and customer who will be or may be at the show. - Who is in their pipeline? - Who did they talk to last year? - Who goes every year they are dying to talk to? - Give sales all the event and mkg material they need and details on offerings and engagements at event so they can reach out and promote leading up to show to drive meetings and engagements. 3️⃣ What data or event emailing is the event offering? - This channel typically sucks, is over priced and ineffective BUT, it is worth understanding what's offered and if you are a major sponsor, probably offered in your package. 4️⃣ Which social channel do you have your best following on in terms of customer and prospects? - Don't blanket garage across all social platforms. Its a waste of time. - Build a campaign, something intriguing or exciting. I would error on the side of being "different." - Run campaign up until and throughout show. I would start this 60+ days out. 5️⃣ Partners. What potential partners do you have at this show? Who has same/similar customer base but offers something different? - How can you work together to drive traffic to each others events, booth or maybe an event or activation you partner on? 6️⃣ Do you have distribution partners? - Lean into them to help drive traffic. Make it worth their while so they know how they win by contributing. 7️⃣ Pre show and during show ads. - Use geo targeting - Extend your MKG campaign into ads. - You can get extremely targeted on LinkedIn, facebook etc, which means you need your audience dialed in and target accounts listed. 8️⃣ When does the show app come out? - When the app first comes out, people typically start downloading and signing up day by day. This can be a great outreach tool and one you can be very targeted with. Quality over quantity. 9️⃣ Guerilla marketing. Get creative. - Airport signage - Uber ads - Downtown signage 🔟 Physically mailed VIP"ish" invites to your biggest targets.

How to Actually Win at a Trade Show (Not just walk around collecting swag) Headed to a major hospitality trade show this week. Here’s how I approach it and how I’ve built real partnerships, pipelines, and insights that actually move the needle: 🧠 1. Walk in with a strategy. - Know what problems you’re trying to solve. - If you don’t, you’ll get sucked into shiny demos and fluffy pitches. - Prep 3–5 questions you want answered. These should be real problems in your business. 📇 2. Don’t collect cards -- create conversations. - Every meaningful vendor or customer convo should end with a next step you control. - “Let’s connect” is not a follow-up plan. Be specific, or move on. 🎯 3. Prioritize execution, not inspiration. - Cool tech is fun. But if it won’t work in 100+ locations across 10 states… you’re wasting time. - Look for people who understand scale, logistics, and repeatability. 📊 4. Take notes in the moment. - If you wait until later, it’s all a blur. - Type 2-3 bullets right after each booth or meeting... what you learned, what stood out, and what to act on. 🤝 5. Say the hard things. - Push on pricing, timelines, install labor, and support. - If it sounds too easy, it’s probably not ready for rollout. I’m here for real solutions, not just polished decks. If you’re going to HiTec, let’s connect. I’m always looking to meet operators, tech leads, and vendors who know how to execute at scale. - Hardesty What’s your #1 trade show strategy?

Problem: "We can't grow export earnings without finding new markets and buyers, but we struggle to participate in international exhibitions due to the high cost of stall fees and sending representatives." Solution: (www.BDFairs.com) * Leverage Digital Platforms for Global Reach: Instead of relying solely on physical fairs, embrace virtual exhibitions and online B2B platforms. Many international expos now have virtual components, offering businesses the chance to showcase products to global audiences without the high costs of travel or stall setup. Platforms like BDFairs.com (if you're a part of this or similar) allow businesses to list their products and engage with buyers from all over the world. * Collaborate with Trade Associations: Reach out to organizations like EPB (Export Promotion Bureau), BIDA (Bangladesh Investment Development Authority), and Chambers of Commerce for subsidized exhibition fees or grants. Many government bodies have specific programs designed to promote small and medium enterprises (SMEs) by sponsoring their participation in international trade fairs. You can also collaborate with other businesses in a joint stall-sharing model to split costs. * Apply for Export Grants and Loans: Many governments offer export promotion funds that cover part of the expenses for international exhibitions. In Bangladesh, for example, SME Foundation, EPB, and the Ministry of Commerce may provide financial support or grants to exporters who demonstrate potential. Additionally, there may be low-interest loans tailored specifically to facilitate international expansion. *Participate in National Pavilions: In many international exhibitions, countries organize national pavilions where multiple exporters from the same country share space. This reduces the cost burden for individual companies while providing visibility in a collective setting. Reach out to EPB, Bangladesh embassies, or other trade bodies to inquire about participating under the "Bangladesh Pavilion" in key exhibitions abroad. *Utilize Virtual Tools for Buyer Engagement: With the rise of virtual communication tools, you can actively engage new buyers through webinars, online demos, and virtual trade events. Tools like Zoom, Google Meet, and platforms like BDFairs.com & Alibaba.com, allow businesses to showcase their products and build relationships with potential buyers without leaving the country. *Partner with Export-Driven Trade Missions: Many countries organize trade missions where groups of businesses travel together under the banner of a national trade promotion. Joining these missions can help reduce the cost as the expenses are often subsidized. In addition, these missions provide access to buyers and markets that are otherwise difficult to reach. #MadeInBangladesh #InvestInBangladesh #VirtualExhibition #DigitalTrade #OnlineExhibitions #VirtualFair #B2BOnline #DigitalTradeShow #GovernmentSupport #ExportGrants #NationalPavilion #SubsidizedExhibitions #ExportFunding

🌶️ 60,000 bags of crisps A few years ago, Mr Singh's enjoyed a partnership with Craft Gin Club when we were featured in one of their boxes. At the time, the order was for 60,000 units with national distribution. We engaged with their audience via a Facebook Live event, answered questions, and built connections with the end consumers, many of whom are still fans today. Underpinning this all was a powerful business strategy for growth in multiple ways that any business can use. Strategic Partnerships. 👇 Here’s why Strategic Partnerships pack such a punch for growth: ✨ Amplified Reach By joining forces, you tap into new audiences without the hefty ad spend. Each partner brings their tribe to the table, think of it as two megaphones instead of one. 🤝 Credibility Boost When a trusted brand aligns with yours, the goodwill rubs off. Customers see the collaboration as a stamp of approval, making it easier to win hearts and minds 💡 Innovation & Learning Each partner brings fresh perspectives, skills and resources. Together, you can co-create products, services or experiences that would be tough to tackle solo. 🔍 How to uncover Strategic Partnership opportunities - Map Your Ecosystem → List complementary businesses (suppliers, distributors, social media platforms) that share your target customer. - Attend Industry Events → Conferences, webinars, or trade shows are Strategic Partner treasure troves. Listen for pain points you can solve together. - Leverage Your Network → Ask colleagues, mentors or even customers who they admire or already collaborate with. If it makes sense for your business, here are 🚀 3 Actions to Try Strategic Partnerships This Quarter ➡️ Reach Out to One Potential Partner Draft a concise email or LinkedIn message highlighting mutual benefits and a quick win you could achieve together. ➡️ Run a Joint Micro-Campaign Co-host a 30-minute live Q&A or a co-branded giveaway on social media to test audience engagement. ➡️ Set a Pilot Project Agree on simple success metrics (e.g. leads generated, units sold) and a 4- to 6-week timeframe. Review results and decide on scaling.