If you haven’t already, review the Four Key Roles at a Trade Show before starting. It explains the mindset behind the program and how to think through the MiM™ lens when guiding your client.
What is Show Support?
Led by: Relationship Developer
Timeline: During the trade show
Show Support is the live execution phase of the Trade Show Program that happends during the trade show. The scope should have been defined in the Show Roles session — the client's team knows their roles on the floor, and the MiM™ team knows theirs. This is where that agreement runs.
While the client is working the booth, the MiM™ team is working behind the scenes — executing outreach, managing sequencing, and keeping momentum alive in real time so the client's team can stay focused on the conversations in front of them.
What This Could Include
The specific support varies by client and by what was agreed in Show Roles. Common activities include:
- Sending follow-up emails to contacts met at the booth that day
- Sending reminder outreach to contacts who committed to stopping by
- Monitoring reply activity and flagging warm responses for the client in real time
- Updating CRM records as contacts are captured and shared by the team on the floor
- Adjusting sequencing or messaging if something isn't landing
How to Best Support
Your role during the show is to enable the team on the floor. They are the ones in front of prospects — your job is to remove everything that pulls their attention away from those conversations. Any stress, pressure, planning, or admin work you can absorb, absorb it.
- Establish one communication channel with the client's team before the show opens. Text, Slack, whatever they'll actually use. A fast loop is essential.
- Keep the client's team focused on the floor. Surface only what requires their input — everything else, handle it.
- Monitor reply activity in real time. Warm responses during the show are time-sensitive — flag them immediately so the client can follow up while the conversation is still fresh.
- Log everything as it happens. The Debrief runs on what was actually captured during the show, not what people remember afterward.
What's Next
When the show closes, execution doesn't pause — it shifts. Whatever follow-up was agreed on in Show Roles should already be in motion. Outreach launches within 24–48 hours of the show closing, not after the team has had time to decompress.
One to two weeks out, the Coach facilitates the Trade Show Debrief with the client's sales leadership — an honest assessment of what the show produced, measured against the goals set at the start of the program.
Return to the Trade Show Program Overview to continue.