In this week’s episode of Grow Your Show Marketing Playbook, our co-hosts—Informa ConnectSenior Director of Marketing for Food Service ExhibitionsCaitlin RodgersandmdgVP of Marketing & StrategyEmily Golding—dive deep into the essence of marketing strategy and its crucial role in driving growth for trade shows like the<a href="https://www.nationalrestaurantshow.com/home/” rel=”nofollow noopener” target=”_blank”>National Association Restaurant Show.
Here are highlights from their conversation.
Rodgers discussed why strategy should never be viewed as boring or rigid. “Strategy is what unlocks growth for your show,” she said. It’s the foundation that guides all the tactical decisions.
Golding shared her enthusiasm for strategy, stating, “I love how pairing strategy with client work can really grow a show.” Both agree that a well-structured strategy serves as a roadmap for success, ensuring that all marketing efforts align with overarching goals.
Reflecting on past campaigns, Rodgers highlighted how analyzing last year’s performance helps shape future strategies. “We looked at the data, we looked at the growth areas… and we said, ‘OK, what is our path for growth?'” This iterative approach allows marketers to adapt and refine their strategies based on real-world results.
Rodgers also stresses the importance of agility in strategy. “Not all strategies are built for a full year. Some are built for six months or until on-site registration,” she said. This flexibility allows teams to pivot when necessary while maintaining their core strategic focus.
For many marketers, justifying the need for a robust strategy can be a challenge. Rodgers shared her approach: “You have to look at every strategy as a return on your investment.” By tying strategy to expected outcomes, marketers can better advocate for the resources they need.
Golding added, “If you are a marketing professional at a trade show and struggling to get the budget for strategy, tie it to outcome and results.” This connection can significantly strengthen the case for strategic initiatives.
As our conversation wrapped up, Rodgers reminded us, “Ninety percent of your budget should be aligned to your strategy and your goals.” This alignment is essential to ensure that marketing efforts lead to the desired outcomes.
We hope you find these insights valuable as you refine your marketing strategies. For more in-depth discussions and actionable tips, listen to the full episode of Grow Your Show Marketing Playbook.
