Prepare to Re-Enter the Wonderful World of Events

By: Kate Stec

Finally! Essential business-building in-person shows and events are being added back onto calendars starting this spring. Here’s what you need know to prepare to make them productive, while also staying safe:

1. Once you’re committed to attending, put the worry behind you. Remember that venues cannot open unless they have the protocols and practices in place to ensure they can host a safe in-person event. Those protocols should be listed on their websites for all attendees to review.
 
2. Know what’s in and what’s out(side). Review the show’s schedule to understand how the recommended safety restrictions may affect the schedule before you plan your travel. It also will allow you to pack smarter, as many show activities might be taking place outdoors.
 
3. Encourage attendance by broadcasting yours! Reach out to your best customers, let them know you’ll be there and invite them to visit you. Being seen at the first shows sends a positive message of the strength and viability of your business, and that can go a long way in building trust. Also, get creative with a fun and enticing show special.
 
4. Set and manage expectations. Even though the doors to an event have been opened, realize that it will be a different kind of event with different results. Understanding your goals (like brand awareness, quality conversations, etc.) will help you measure success. Remember: Acquisition of just one loyal customer at a show will more than offset your exhibiting costs, so keeping that in mind will help you zero in on what’s really important to gain at the show.
 
5. Review airline and hotel safety information before you leave. Know before you go about what to expect so you can cut down on long lines and unnecessary worry. Practices such as online check-in or touchless registration at hotels will make your experience simple and seamless.
 
6. I’m not throwin’ away my SHOT! This is not the time to throw away your chance for success, and getting vaccinated will help to promote your personal safety. Most states have opened vaccine availability to all groups, so it’s time to seek out your opportunity to get your shot at a shot.
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The 2022 and remaining 2021 ASI Shows will be incredibly impactful to your business as the economy rebuilds. Take a moment to review the upcoming ASI Show schedule and contact your account manager to reserve your “Back to Business” in-person opportunities today!