How can you team up with other exhibitors to create innovative Trade Show experiences?

1 Find your allies

The first step is to identify and reach out to other exhibitors who have something in common with you. They could be in the same industry, niche, or market segment, or offer complementary or compatible solutions. You can use online tools, such as trade show directories, social media, or networking platforms, to find and contact them before the event. Alternatively, you can scout the venue during the setup or the first day and approach them in person. The key is to be friendly, respectful, and genuine, and to explain how you can benefit each other.

2 Plan your strategy

Once you have established a rapport with your allies, you can start planning your joint strategy. This could involve sharing resources, such as booth space, equipment, staff, or materials, to reduce costs and optimize efficiency. It could also involve cross-promoting each other's products, services, or offers, to increase exposure and generate leads. For example, you could display each other's banners, flyers, or samples, or refer visitors to each other's booths. You could also create a joint offer, such as a discount, a bundle, or a free trial, to incentivize visitors to check out both of your solutions.

3 Create your experience

The most creative and effective way to team up with other exhibitors is to create a unique and engaging experience for your visitors. This could involve designing a theme, a story, or a challenge that connects your booths and showcases your value proposition. For example, you could create a scavenger hunt, a quiz, or a game that requires visitors to visit both of your booths and collect clues, answers, or prizes. You could also create a demonstration, a workshop, or a presentation that showcases how your solutions work together and solve a common problem. The goal is to create a fun, interactive, and memorable experience that highlights your collaboration and differentiation.

4 Evaluate your results

After the trade show, you should evaluate the results of your collaboration and follow up with your allies and your leads. You should measure the impact of your joint strategy and experience on your key performance indicators, such as booth traffic, lead generation, sales conversion, and customer satisfaction. You should also collect feedback from your visitors, your staff, and your allies on what worked well and what could be improved. Finally, you should maintain contact with your allies and explore opportunities for future cooperation, such as referrals, testimonials, or joint ventures.

Teaming up with other exhibitors can be a smart and rewarding way to create innovative trade show experiences. By finding your allies, planning your strategy, creating your experience, and evaluating your results, you can leverage your strengths, expand your reach, and deliver more value to your visitors.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?