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.

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact