ROYAL OAK – If your company plans to exhibit at a trade show this fall or early next year, you need to get your planning started now, says Airfoil Group CEO Keith Donovan.

He joins Matt and Mike on MITech TV to provide valuable tips that include:

  • The fourth quarter of 2023 and first quarter of 2024 feature a number of major conferences and tradeshows…SEMA and AAPEX for the automotive aftermarket in Las Vegas in October, the Consumer Electronics Show in January. Of course, the Detroit Auto Show is going on right now and the LA Auto Show is coming up in November, among others.
  • Companies often use these shows to launch new products, showcase new technologies and build buzz for their brands. Here’s a few tips to make sure those launch announcements are a huge success…
  • First, know the marketplace you are entering. Do your research and understand what your competition is talking about and the news they plan to make. Labor intensely over your messaging and make sure you are honing in on your product’s unique differentiation and value in the marketplace. Be real about any shortcomings in the product and be prepared to address them head on.
  • Get in front of the media early. If the show is in a couple months, start working your media contacts now. Preview some of the details under embargo and begin working with them on what they need for their stories. Make plans to get the product in their hands or arrange a technology demo as you get closer to launch.
  • Get creative and work outside the box. These shows are big and noisy. You’ll need to think through ways to make your product jump off the page. Technologies like augmented reality and AI offer companies entirely new possibilities for immersing audiences in a brand or product.
  • Lastly, focus on the launch but also think long-term. The launch provides a singular moment for making a splash and building buzz for your product, but it’s what you do over the subsequent months that really drive an impact on sales. So think through the evolution of your story and your strategy for sustaining momentum.

Then contact AirfoilGroup.Com and let them help you plan your next trade show.