Develop a Winning SHOT Show Game Plan

Football VictoryStepping onto the playing field and looking at the crowd can be a nerve-wracking or electrifying experience, and a big dependent on how you feel is how you prepare for the game. So, what can you do to be the all-star on the SHOT Show floor? Here’s what many successful exhibitors view as a winning game plan.

Know the Game

Before you rush into a game plan, it is crucial to know the game you are playing, as well as your role in it. Visit the SHOT Show website to find information for attendees, exhibitors and media. You will find that there are several show tools, resources and sponsorship opportunities available to assist your efforts for the show. Read the exhibitor manual and calendar for important deadlines.

Hype up the Crowd

The crowd needs a reason to support you, so creating buzz before the show is critical. The size of the show makes it difficult for attendees to peruse the entire show floor, so exhibitors need to direct and pull traffic their way. How will you compete?  Give attendees a reason to put you in their busy schedule and make an imprint on the show floor. New product launches and celebrity appearances are two great ways to grab attention. Reach out to attendees by getting creative using social media, outdoor media, and guerrilla marketing tactics to effectively carry-out your pre-game strategy.

Know the Competition

With thousands of companies in a concentrated place, the SHOT Show is super-saturated with creativity and diversity. It isn’t easy to be different, but if you find a way then you can increase your ROI. Follow other companies and the SHOT Show on social media (Facebook, Twitter and YouTube) to gather a good idea of what you are up against. Researching past shows, observing other exhibitors, and acting competitively will help you find the right message for your booth at the show. Prepare a follow-up plan for the post show and complete as much as you can so the work-load isn’t overwhelming afterwards.

Know Your Game Plan: Inside and Out

Now that you have gauged the competition and have a rowdy crowd that is ready to see what all the fuss is about, you will need to develop and execute your game plan to show what you are made of. Improvising is not a good approach. What is your vision of a successful SHOT Show for your business? What is your business’ goal? A strategic marketing plan is the best way to focus on your goals without veering off course at the show. Integrate the tactics listed above into your marketing strategy to give yourself a head start. It doesn’t end there, the rest is up to you.

Diedra Cauley is the director of exhibitions and conferences for the National Shooting Sports Foundation. Follow her on Twitter at @dcauley.