The B2B Trade Show &
Exhibition Playbook
Plan, Exhibit, Prove ROI
The complete guide to maximizing your B2B trade show investment. From strategic planning to post-show follow-up, learn the exact framework used by top exhibitors across Europe.
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What You'll Get in This Playbook
Everything you need to succeed at your next trade show, backed by real-world results
Strategic Framework
Step-by-step methodology for exhibition success
ROI-Focused
Proven techniques to maximize your exhibition investment
Actionable Templates
Ready-to-use checklists and planning templates
Expert Insights
Industry best practices and insider tips
What's Inside the Playbook
4 comprehensive sections covering the entire exhibition lifecycle
Section 1: Pre-Show Planning
Strategic planning and preparation for maximum impact
- ✓ Setting Clear Objectives and KPIs
- ✓ Budget Planning and Resource Allocation
- ✓ Target Audience Analysis
- ✓ Booth Design and Location Strategy
- ✓ Pre-Show Marketing Campaigns
Section 2: During the Exhibition
Maximizing engagement and lead generation on the show floor
- ✓ Booth Staff Training and Protocols
- ✓ Lead Capture Systems and Processes
- ✓ Engagement Techniques and Demos
- ✓ Networking Strategies
- ✓ Real-Time Performance Monitoring
Section 3: Post-Show Follow-Up
Converting leads and measuring success
- ✓ Lead Scoring and Prioritization
- ✓ Follow-Up Timing and Methods
- ✓ CRM Integration and Management
- ✓ ROI Calculation and Reporting
- ✓ Continuous Improvement Process
Section 4: Advanced Strategies
Pro tactics for experienced exhibitors
- ✓ Multi-Show Campaign Integration
- ✓ Digital-Physical Experience Blending
- ✓ Account-Based Marketing at Trade Shows
- ✓ International Exhibition Strategies
- ✓ Technology and Automation Tools
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