Episode 014 – Are you preparing for the Super Bowl or preparing for the catch?

Episode 14 – Preparing for the Super Bowl or the Improv?

The Super Bowl is this Sunday, which got me thinking about trade shows. Shocking, right? I have a question for you – do you prepare for your next trade show like you’re preparing for the Super Bowl, or like you’re preparing for a neighborhood jam session? There’s a difference!

It’s called “The Big Game” for a reason. It’s the most important game of the year! Win and go home. Try hard and die. Here are some things I think of when comparing your next show to “The Big Game”:

— How do you prepare? Do you prepare like a world-class athlete, spending hours a day in the gym or on the practice field? Or do you prepare like a championship coach, spending hours watching game film, reading scouting reports, and having late-night meetings with the coaching staff. Or do you treat your next game like a neighborhood game—maybe playing soccer in the backyard with friends?

— Do you have a well-thought-out game plan or do you just wing it?

— Is your team ready? Have you trained them well? Have you taken the time to make sure they are familiar with the booth, your business, your goals, and how to attract and engage qualified attendees? Or do you just let them show up? Be sure to check out episode three on training here:

— How well do you know the other team? How well do you know all the other exhibitors? How well do you know your competitors? Tune in to Episode 11 to learn what and how you should research for your trade show!

— In this short episode, we arrive at halftime! Just like the Super Bowl has its own great commercials – Trade Show University officially has its first sponsor!

This episode is brought to you by Audible! Visit to get the free audiobook and a 30-day free trial www.audibletrial.com/tradeshowu

We’re back for the second half! Let’s jump right into the next thing as the team prepares for the big game.

— Are the right players on the field? Whether it’s the entire game or a specific play, the coach strategizes who needs to be on the field. You need to do the same for your next show! Depending on your goals, you want to make sure your top players are on the field. Need to draw people in? Get your sales or marketing people — or your staff up front! Need to do a demo? Get your product people, engineers, developers, or designers on the field. Whatever your goal, staff accordingly! For help, check out Episode 2, Staffing Your Booth for Success:

— Just like every player has a role on the team, your booth staff should also have a role. Make sure everyone in the booth has a specific role. We’ll talk more about this in Episode 3:

— Is your team ready to keep the energy high at the 4?^day Quarter? Just like a championship game requires a high level of play throughout the entire game, make sure you and your staff do everything you can to keep the energy high throughout the game. For tips, listen to Episode 5, my interview with a registered dietitian:

— So you go into the show and depending on your plan and strategy (like the Super Bowl or the Improvisational Game), you’re going to end up on the show in one of two ways:

(1) At the end of the performance, were you jubilant or…

(2) Sitting on the sidelines with your head in your hands?

or (3) Perhaps the worst case scenario is that you leave like you’ve just left the office for another day? Like it’s no big deal. You have to be engaged and passionate to get the results you want!

So plan and prepare for your show like it’s the Super Bowl, not just some little matchup! Then execute like a champion!