Best tradeshow marketing tips and case studies. Call 800-654-6946.
Best tradeshow marketing tips and case studies. Call 800-654-6946.

Playing What If: Real World vs. Imaginary World

We can get caught up in an imaginary world pretty easily. Just try following the stock market as it bounces and bounces. And bounces. See your IRA value go UP. See it go down. Yes, it’s real money, and yes, you are hoping it does well, but until you decide to actually pull the money out and put it to use, such as retirement, it’s not real. It’s just numbers on a screen or monthly statement. No matter how much your Tesla holdings have increased, until you sell and put the cash into a bank account, it’s a (mostly) imaginary world.

Same in the world of tradeshows. You can dream and plan and work towards your next show, but in these days of COVID-19, the actual date might not set. Your flight tickets are not purchased. Your hotels are not reserved. Your booth space may not be finalized. Your booth graphics will change, but until you know exactly what products you’ll be promoting at the show, it’s hard to plan much without knowing when the show take place. Or if it’ll take place.

What if?

What to do?

You can play ‘what if?’ There’s nothing wrong with a game of what if. It’s how ideas are brought forth. How they’re measured and assessed. Discarded or amended. Set aside for the future.

What if the show doesn’t happen until 2022? What if everything changes and suddenly, we have to have a new exhibit ready in three months? Playing what if doesn’t take much time, and it doesn’t commit you to anything. But it does allow you and your team to look at the various paths ahead that may or may not open up. It allows you to look at multiple contingencies. Yes, you may already be doing this, but try doing it and expanding the horizon. Try to imagine things that before may have been unimagineable.

We’re living in unprecedented times. Today you may be busier than you’ve been in months. But tomorrow you may have time to play a game of what if.

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Tradeshow Guy Blog by Tim Patterson

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