How to get most out of events

I see many companies invest big money in trade shows, events and expo's like DreamHack, Comic Con, Gamex etc.

It feels like most of them have the following strategy; (1) We will focus on products XXX, YYY, ZZZ … (2) Lets make a big wall or nice displays of all the product USPs, and (3) Rig up a couple of PCs/make some competitions around our products… Then they expect a crowded stand, engaged visiors, and that everyone will remember the uber expensive booth.

The truth is; most people don't really care about your USPs, they don't care about product XXX, YYY or ZZZ. You have some PC's lined up in your booth with the newest games on? Great, so does the other 20 exhibitors…

The sad part is, at the next event I see the same stands, of the same brands with the same plans… I have the feeling they struggle with defining goals and evaluation, so here is a step-by-step plan on how you can prepare for your next event:

1. What is your main goal for the event? (Generate leads, branding, building brand ambassadors, showcase/teach…). Sidenote: It can't be all, all = none. Have one clear main goal.
2. What do the visitors really want? How do you win their attention? No, they're not interested in your new "cutting-edge" rubber grip - unless you present it the way they want it.
3. Combine point 1 & 2. How can you reach your goal, by giving the visitors what they want - and win their attention?
4. Make an agenda, a plan - how you're going to keep the people in the booth engaged.
5. Drop all the USP walls/displays - crisp and clean design looks much better.
6. Bonus: How can you get some useful data out of the trade show? Some examples are: Focus groups on a upcoming project or your products, short questionnaire on what visitors think of your booth and activities (always have a small prize to get more answers), blindfold testings.

7. Evaluate: Very important, and the key to master the art of winning attention and the expo-area. Gather the team and answer these questions (honestly):
1. What was good about the event? What worked well?
2. What did not work at all, that we should just drop?
3. What can we do better for the upcoming event?
4. Was the staff well trained? Do we need more/less people next time?
5. Did we win the attention? Did someone else do a better job than us? If yes, what?
6. From 1 to 10, how do we rate the event?

I challenge you to give it a try :)