Trade Show Intelligence

Only available as an in-house course

Trade shows are an invaluable source of information on your market and competitors. However, most organisations are unfamiliar with the techniques that can be used to gather and analyse this information for competitive advantage. This one-day workshop will walk you through the entire trade show intelligence process, from identifying your information needs to communicating your key findings. You will be shown how to gather information on rival products and services, as well as on customer and industry trends. We will also provide plenty of practical recommendations on the tools you can use to support your effort, and how to protect your booth from your competitors.

Course Outline

Pre-Show Preparation

Course Introduction

  • Introduction to trade show intelligence
  • Legal and ethical considerations

Pre-Show Preparation

  • Identifying your key intelligence requirements
  • Developing a trade show collection plan
  • Pre-show intelligence gathering
  • Assembling and briefing the collection teams
  • Tactical preparations

At the Trade Show

At the Show

  • Establishing and operating the “war room”
  • Executing your collection plan
  • Primary and secondary data collection
  • Interview and elicitation techniques
  • Staffing your booth
  • Information security and counterintelligence

Post-Show Analysis

  • Debriefing your collection teams
  • Analysing and evaluating primary and secondary data
  • Preparing and delivering your trade show report

Course Benefits

On completion of this course, participants will have acquired the ability to:

  • Identify and manage their research / intelligence needs
  • Plan and prepare their trade show intelligence efforts
  • Conduct pre-show intelligence collection
  • Protect their booth and trade show assets from competitors
  • Analyse and evaluate the data collected

Course Requirements

Participants are required to bring a laptop with them and to set up a Gmail account if they do not already have one.