Creating A Great Trade Show Playbook

Exhibiting at trade shows is a staple of marketing a software product. As part of a mix of marketing activities to reach your target market, trade shows provide visibility for your product, build familiarity, and bring in sales leads.

Trade shows are also costly, not only in terms of sheer dollars but also in terms of time spent by skilled employees to plan for the show, prepare for it, and man the booth. Because of the cost, your company has to limit the number of shows where it exhibits, so it has to make the most of each show.

One tactic that I have used to get the biggest payout from a trade show is to create a Playbook. Like a playbook for a football team, this document succinctly provides all the information your trade show team needs to act effectively. While having a written guide seems like a no-brainer, I have only seen a small number of the most organized and focused trade show planners who took the trouble to create one, much to everyone’s benefit.

Read Creating A Great Trade Show Playbook for advice on what to include when you create a Playbook for your trade show team in order to maximize your company’s return on a trade show.

Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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