Marketing and Sales

Designing Marketing Strategies for Major Trade Exhibitions

Practical training in trade exhibition marketing, grounded in real cases and applied to your own operation.

  • 5training days
  • 4modules
  • 8sessions
  • 32topics
View packages and pricesCourse outline
Designing Marketing Strategies for Major Trade Exhibitions
5days

About the programme

Course Overview

Activity in trade exhibition marketing is easy to generate and easy to mistake for progress. Attribution in this strand of marketing and commercial practice is imperfect; that is not a reason to stop measuring it. Participants take away a working set of documents supporting the marketing and commercial practice capability, ready to be adapted internally. Where trade exhibition marketing is measured, it improves; where it is only discussed, it drifts. Exercises escalate in difficulty, ending with the ambiguous situations that make this area of marketing and commercial practice hard in practice. A common pattern is strong design of this part of marketing and commercial practice paired with weak follow-through. It treats trade exhibition marketing as an operating discipline and equips participants to run it as one. Participants who influence the marketing and commercial practice capability without directly controlling it will find the content directly usable. Work concludes with a self-assessment of this area of marketing and commercial practice that participants can repeat annually.

Expected Learning Outcomes

  • Verify that improvements to trade exhibition marketing have held six months after they were introduced.

  • Build a concise go-to-market plan for trade exhibition marketing that colleagues can follow without further explanation.

  • Build the reporting on trade exhibition marketing that supports a spending decision.

  • Measure customer lifetime value arising from trade exhibition marketing, not first-order revenue.

  • Build the content that moves a buyer through trade exhibition marketing rather than merely informing them.

  • Align marketing and sales handover within trade exhibition marketing so leads are not lost.

  • Build the internal capability for trade exhibition marketing rather than depending on external support indefinitely.

Who Should Attend

  • Sales managers leading teams that deliver trade exhibition marketing.

  • Public sector officials applying trade exhibition marketing within a regulated framework.

  • Marketing managers responsible for trade exhibition marketing.

  • Anyone whose accountability for trade exhibition marketing exceeds their current formal training in it.

  • Customer experience managers improving trade exhibition marketing.

  • Retail and channel managers executing trade exhibition marketing in the field.

Course Modules

Open any module to see its sessions and topics.

01

Trade exhibition marketing: qualification and pipeline discipline

2 sessions · 8 points

Session 1The decisions in trade exhibition marketing that cannot be delegated

  • Select channels for trade exhibition marketing based on evidence, then cut the rest.
  • Agree the smallest change to trade exhibition marketing that would be visibly useful.
  • Rank the weaknesses in trade exhibition marketing by consequence rather than by ease of fixing.
  • Test creative for trade exhibition marketing at small scale before full commitment.

Session 2Reviewing trade exhibition marketing when nothing has gone wrong

  • Set the discount authority for trade exhibition marketing and require justification.
  • Set escalation thresholds for trade exhibition marketing that work out of hours.
  • Identify where judgement in trade exhibition marketing is legitimate and where it is not.
  • Measure lifetime value from trade exhibition marketing, not just first purchase.
02

Trade exhibition marketing: the customer journey and decision points

2 sessions · 8 points

Session 1The handover between marketing and sales in trade exhibition marketing

  • Identify the data already collected that bears on trade exhibition marketing.
  • Prepare the response for the most likely failure in trade exhibition marketing.
  • Script the three most common objections in trade exhibition marketing and the responses.
  • Define qualification criteria that disqualify quickly in trade exhibition marketing.

Session 2Defining the audience for trade exhibition marketing narrowly enough to matter

  • Agree the indicators that will show whether trade exhibition marketing is improving.
  • Agree the attribution model for trade exhibition marketing and state its known limits.
  • Map the decision journey for trade exhibition marketing and mark where the choice is actually made.
  • Choose the next segment for trade exhibition marketing and state why it is next.
03

Trade exhibition marketing: audience definition and segmentation

2 sessions · 8 points

Session 1Pricing trade exhibition marketing on value rather than cost

  • Check that trade exhibition marketing still works when volumes rise unexpectedly.
  • Decide what will be stopped to create capacity for trade exhibition marketing.
  • Document the sales process for trade exhibition marketing so a new joiner can follow it.
  • Plan the sequence in which improvements to trade exhibition marketing will be introduced.

Session 2Testing the message on trade exhibition marketing before spending

  • Distinguish symptoms from causes when trade exhibition marketing underperforms.
  • Build the report on trade exhibition marketing that answers whether to spend more or less.
  • Confirm that those complying with trade exhibition marketing understand why it exists.
  • Agree what will be standardised in trade exhibition marketing and what will not.
04

Trade exhibition marketing: positioning and the honest claim

2 sessions · 8 points

Session 1Choosing channels for trade exhibition marketing on evidence

  • Review whether short-term tactics on trade exhibition marketing are damaging the brand.
  • Define the handover point between marketing and sales in trade exhibition marketing.
  • Set out the decisions in trade exhibition marketing that require sign-off and by whom.
  • Structure pricing for trade exhibition marketing against perceived value.

Session 2Testing trade exhibition marketing before relying on it

  • Confirm that contractual obligations around trade exhibition marketing are understood.
  • Write the positioning claim for trade exhibition marketing and test whether a competitor could say it too.
  • Describe the buyer for trade exhibition marketing specifically enough to name who is excluded.
  • Build the internal briefing that explains trade exhibition marketing to those affected.

Choose the package that suits you

Silver Package

At least 3 people

USD1,250
  • Workshop or Program Participation
  • Airport Transfers
  • Customized Badge
  • Expert Mentorship (Private Sessions)
  • Supervision & Secretarial Services
  • Accredited Certificate of Participation
  • Complete Training Kit
  • Coffee Break
  • Closing Ceremony

Gold Package

At least 3 people

USD1,850
  • 5-night stay in a 5-star hotel
  • Workshop or Program Participation
  • Airport Transfers
  • Customized Badge
  • Expert Mentorship (Private Sessions)
  • Supervision & Secretarial Services
  • Accredited Certificate of Participation
  • Complete Training Kit
  • Coffee Break
  • Closing Ceremony

Complete your registration

We will contact you within one business day to confirm.

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