Getting Your Trade Show Communication Just Right

July 26, 2013

Lisa Apolinski

Lisa Apolinski is a professional speaker, blogger, and digital strategist. With her company, 3DogWrite.com, she works with event managers to get their message to attendees, particularly through digital channels, on and off the show floor.

I think we can all agree that trade show communication (pre, during and post) is vital to increase booth traffic and lead generation.

So, how do you work to get that necessary trade show communication just right (or write, as the case may be)? This is important whether you are developing the copy yourself or using the services of the professional writer, as you can use these tips for your own work or to review someone else’s work.

Get your thoughts in order. You need to work on getting your thoughts down and organized. When you are doing this, think of the ‘what’ as well as the ‘why’ (as in why the intended audience should care). Work on developing no more than three points to your email and make sure the thought process works all the way through. Make your points simple and concise as well.

Read it out loud. A great way to see if what you wrote makes sense (and reads well) is to read it aloud. Sometimes when we are writing, we move either too fast or change our thought process mid-sentence, and reading your work out loud will help you quickly identify that, (as well as identify grammatical errors spellcheck does not always catch, such as the difference between you and your).

Have a cold read. This is a trick of professional writers. Leave your work for at least a couple of days and then pick it back up for a read. If you do not have that kind of time, ask someone who has not been tied to the project to read your communication. This is also a great test if you are not sure if your communication makes the most sense. Do not give any background to the tester, and see if the communication needs further clarification. Letting the email sit or using a neutral party is a great way to check your work when all is said and done.

It is important to leverage your trade show communication, and you can easily use these tips to get that communication strong and just right.

Add new comment

Partner Voices

MANDALAY BAY: HERE, CONFERENCES ARE INVITING AND INNOVATIVE

One of the most iconic names on the Las Vegas Strip just got an upgrade. Mandalay Bay has everything that your business needs from a refreshed convention space designed to inspire productivity and creativity, to an impressive selection of world-class restaurants and amenities. If you're looking for a venue that's both inviting and innovative, you have to be here. New Wave Experiences Mandalay Bay continues to invest in a new wave of enhancements both in the convention space and within the resort as a whole. New restaurant openings including Orla by Michael Mina, drawing inspiration from the award-winning chef’s childhood in Egypt and with flavors and décor inspired by the spices found in markets common to coastal Mediterranean towns, as well as Caramá by Wolfgang Puck, bringing the essence of Italy and spirit of Wolfgang into one concept, are recent additions. The Four Seasons Hotel Las Vegas also experienced a recent remodel of all 424 rooms. Swingers, a high-end, adults-only golf and entertainment concept will debut in Fall 2024. Enhanced Technology Creating a truly effective conference venue requires careful thought into what a business needs: the right technology, capacity, and inspiration to bring ideas to the next level. As part of the resort’s refresh, Mandalay Bay implemented state-of-the-art technology upgrades, installing cutting-edge Cat6A Ethernet cabling throughout the convention center. This advancement doubles the frequency of data transmission, enabling lightning-fast speeds up to 9400% faster. The convention center now boasts 11 dynamic digital walls, spanning up to 24' x 13', strategically positioned for brand placements, sponsorships and targeted event messaging. Additionally, attendees can benefit from 20 double-sided 55" mobile flexible display units, facilitating effortless navigation to meeting rooms and events. RFID locks were installed on all meeting room doors, and over 200 motion detection cameras have been placed throughout the space. Refreshing New Design & Fine Art The newly remodeled convention space provides a bright and vibrant atmosphere that complements Mandalay Bay's tropical-inspired brand. Featuring white-washed walls and ceilings adorned with bold floral patterns in cerulean and coral tones, the space is complemented by warm walnut accent walls. In addition to the redesign of all pre-function spaces, meeting rooms and ballrooms, Mandalay Bay's 1 million square feet of exhibit space has undergone a rejuvenation, including new paint, covered pillars and relocated strobe lights. Sustainable Spectacles Mandalay Bay is committed to Focused on What Matters and creating more responsible meetings. Refillable water stations all available around the resort, cutting unnecessary plastic usage from single-use bottles. The Mandalay Bay campus’ recent upgrades represent a bold step forward in redefining the Las Vegas experience. With a focus on innovation, sustainability, and unparalleled service, Mandalay Bay sets a new standard for excellence in business hospitality. Whether you're seeking cutting-edge conference facilities, world-class dining options, or simply a luxurious retreat, an unparalleled meeting experience awaits.

Learn More