• 5-step Exhibitor Success Program

  • With the pandemic taking exhibitors away from live shows for a year and half or longer, now is the perfect time to re-sharpen and learn new exhibiting skills. The Academy wants to make sure your company’s exhibit program supports your company’s core business objectives and delivers value beyond cost. That’s why we provide complimentary, on-going and on-demand, exhibiting knowledge resources.

    Follow this proven-effective 5-step Exhibitor Success Program developed and refined over 30 years by America’s leading tradeshow productivity expert, Jefferson Davis of Competitive Edge. Please take advantage of these proven-effective tradeshow productivity resources and share them with your team.

    Downloadable tools imageStep 1:
    Download Planning and Implementation Tools



    1. Tradeshow Planning & Management Tool (Excel 49KB)
    2. Exhibit Budgeting & Cost Control Tool (Excel 177KB)
    3. Exhibiting & Financial Performance Metrics Tool (Excel 41KB)

    Strategic planning imageStep 2:
    Schedule and Complete 5 Strategic Planning Exercises at Target Dates


    Webinars imageStep 3:
    Watch, Learn and Suceed with On-Demand Webinars



    NEW! Return to Live! Important Actions Exhibitors Should Address to Safely & Successfully Re-Enter Live Exhibiting

    Recorded Sept. 13, 2021

    With the pandemic shutting down live exhibitions for over a year and a half, chances are your exhibiting strategies may be a little rusty and could use a tune-up. As live events re-open, health, safety and productivity are top-of-mind issues every exhibitor must address. In this ALL-NEW strategic exhibitor educational session, 30+ year expo veteran and North America’s leading exhibiting productivity expert, Jefferson Davis of Competitive Edge will discuss what exhibitors need to do in the coming weeks to prepare for a successful AAO 2021. The AAO team will also provide event updates and important information about health and safety initiatives.

    REPLAY Inside the Exhibiting Numbers: How to Control Costs, Measure & Report Exhibiting Performance and ROI

    Target View By Date: 9 Weeks Before the Meeting


    Workbook (PDF 465KB)

    What gets measured not only gets done, but also gets improved. View this practical webinar replay to demystify exhibit performance and ROI measurement. You’ll learn simple, easy-to-apply performance and financial metrics that will help you better control the exhibit spend, assess the performance and value your exhibiting program is delivering. A “must view” for any company looking to justify and improve their program.

    REPLAY How to Make Your Exhibit Stand Out From the Crowd

    Target View By Date: 8 Weeks Before the Meeting


    Workbook (PDF 314KB)

    You can’t talk to attendees who just pass by. What key factors determine whether an attendee notices an exhibit and stops to enter, or passes by? What can you do to deliver a higher quality visitor experience, and increase leads and sales? These important questions and more are answered in this webinar.

    REPLAY Discovering & Delivering Your Attendee-Focused Value Proposition

    Target View By Date: 7 Weeks Before the Meeting


    Workbook (PDF 1 MB)

    Ophthalmology professionals are highly selective about where they focus their time and attention at medical meetings. Every decision is a value based choice. Because the primary reason they attend medical meetings is continuing education, the key challenge facing every exhibitor today is to think more strategically about your products and services, then craft and deliver well-designed benefit-laden value propositions that cut through the clutter, grab attention, engage, and make the attendee put a visit to your exhibit on their Annual Meeting must-see agenda.

    America’s leading tradeshow productivity expert, Jefferson Davis, walks you through a proven-effective step-by-step process on how to analyze your products, services and customers and craft a pithy value proposition. Then, you’ll see how to deliver it through multiple marketing channels before and at the show to drive qualified booth traffic. Regardless of your skill level, this is a session you will not want to miss!

    REPLAY Driving Qualified Booth Traffic: 5 Innovative Ways to Stand Out & Fill Your Booth with the Right Attendees

    Target View By Date: 6 Weeks Before the Meeting


    Workbook (PDF 828KB)

    Competition for attendees’ time in the exhibit hall is fierce. The battle is often won before the meeting begins. Today, no company of any size can afford to just show up and hope the right attendees find them. View this critical webinar replay to pick up proven effective strategies to put your company “in the mind” and “on the agenda” of enough of the right attendees.

    REPLAY Social Media Best Practices: Building Awareness and Driving Attendee Engagement

    Target View By Date: 6 Weeks Before the Meeting


    Workbook (PDF 765 KB)

    When used properly, social media can be an extremely effective media for building your brand and driving qualified booth traffic. Research finds that most exhibitors are not taking full advantage of this free marketing opportunity. Register for this educational webinar to see the latest research on exhibitor social media practices and learn best tradeshow practices for using Twitter, Facebook, LinkedIn, YouTube, and Instagram more effectively.

    REPLAY Secrets of the Aisles: Critical Skills Every Booth Staffer Needs to Know and Apply

    Target View By Date: 5 Weeks Before the Meeting

    Workbook (PDF 614KB)

    86% of booth staffers have never received a single hour of skills training in how to manage visitor interactions in the challenging tradeshow environment. This forces them to make behavioral and communication errors that reduce booth traffic, limit the quality and quantity of leads, and negatively impact ROI. Attend this information rich session with by America's leading exhibit staff trainer to gain perspectives and practical practices that will make your booth staff a competitive advantage.

    REPLAY Improving Lead Quality & Sales Conversion: 5 Innovative Ways to Improve Tradeshow Lead Management

    Target View By Date: 4 Weeks Before the Meeting


    Workbook (PDf 509KB)

    If you’re not signing contracts on the show floor and you ever hope to get return on investment, the real product of your exhibit program is leads. Industry research finds that the majority of tradeshow leads captured are never effectively followed up. View this ROI boosting webinar replay to learn how to quickly improve your tradeshow lead management process.

    Articles imageStep 4: Read How-To Topical Articles for Ideas, Insights and Answers


    Plan for Success

    Create an Effective Exhibit

    Promote Your Participation

    Prepare Your Staff

    Manage Your Leads

    Measure Your Performance & ROI

    AAO Standout Exhibit Reports

    Each year the E3 Exhibiting Effectiveness Evaluation team looks for booths displaying imaginative, creative and effective ideas. Review these photographic reports for ideas to enhance your exhibit.