Pre Show Competitor Analysis

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name: pre-show-competitor-analysis version: 0.4.0 description: "Analyze competitor exhibitor presence, booth positioning, and messaging before the show. \"Who are my competitors at this show?\" / \"分析展会竞争对手\" / \"Messekonkurrenz analysieren\" / \"競合他社を事前分析する\" / \"análisis de competidores en feria\". 展会竞品分析/竞争对手/竞品策略 Wettbewerbsanalyse Messekonkurrenz 競合分析 análisis competitivo ferial" homepage: https://github.com/LensmorOfficial/trade-show-skills/tree/main/pre-show-competitor-analysis user-invocable: true metadata: {"openclaw":{"config":{"stage":"pre-show","category":"competitive-intelligence"}}}

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Pre-Show Competitor Analysis

Analyze who is exhibiting at a target show, how they're positioning, and what it means for your strategy.

When this skill triggers:

Read references/competitor-analysis-framework.md before starting

This is pre-show intelligence, not real-time booth observation (use trade-show-competitor-radar for on-site intel)

Ask only for the missing show, segment, or offer context; do not start with a generic research questionnaire

Workflow

Step 1: Determine Analysis Mode

Three modes:

1. Specific competitor deep-dive Example: "What do we know about Acme Corp's presence at MEDICA 2026?"

2. Landscape overview Example: "Who's exhibiting in surgical robotics at MEDICA?"

3. Positioning gap analysis Example: "Where's the open space in the surgical workflow market at this show?"

Step 2: Collect Target Show Data

Gather:

Confirmed exhibitor list (if published)

Floor plan with booth assignments

Show segmentation (halls, pavilions, themes)

Your company's planned booth location (if known)

Verify all data is for the correct upcoming edition.

Step 3: Analyze Competitor Presence

For each relevant competitor:

Booth signals:

Size and location (corner, island, inline)

Hall placement (main vs. secondary)

Proximity to entrances, competitors, or complementary vendors

Messaging signals:

Listed product categories

Taglines or positioning statements

Sponsorship level (if visible)

Activity signals:

Speaking slots or featured presentations

Demo schedules or events

New product launch indicators

Tag every data point for source clarity — use the same system as trade-show-competitor-radar:

| Tag | Meaning | |-----|---------| | [OBS] | Directly read or observed (exhibitor list, floor plan, official site) | | [INF] | Reasonably inferred from observable signals | | [HEARD] | Second-hand or unverified claim | | [EST] | Estimated numerical value (booth size, sponsorship tier) | | [UNK] | Cannot determine from available data |

Step 4: Score Threat and Opportunity

For each competitor:

| Dimension | Score | Notes | |-----------|-------|-------| | Direct overlap | 1-5 | How similar is their offer to yours? | | Booth prominence | 1-5 | Size, location, sponsorship | | Messaging clash | 1-5 | Are they claiming the same value prop? | | Total threat | 3-15 | Higher = more direct competition |

Identify:

Primary threats (score 12-15): Direct competitors with strong presence

Secondary threats (score 8-11): Some overlap or strong positioning

Watch list (score 3-7): Monitor but not immediate concern

Partnership candidates: Complementary offers, adjacent spaces

Step 5: Develop Strategic Response

For primary threats:

Differentiation angle: What can you claim they can't?

Counter-messaging: How to address their positioning

Booth strategy: Traffic flow, demo placement, staff briefing

For the show overall:

White space opportunities: Underserved segments or positions

Partnership angles: Who to approach for joint presence

Content themes: What topics are crowded vs. open

Step 6: Output Format

## Executive Summary
[One paragraph: threat level, key competitors, strategic implication]
Show Context
Show: [name, dates, location]
Your booth: [location if known]
Total exhibitors analyzed: [N]
Analysis date: [date]
Competitor Landscape
Primary Threats (High Overlap + Strong Presence)
| Competitor | Booth | Size | Positioning | Threat Score | Key Moves |
|------------|-------|------|-------------|--------------|-----------|
Secondary Threats
| Competitor | Booth | Overlap Areas | Threat Score |
|------------|-------|---------------|--------------|
Partnership Candidates
| Company | Offer | Partnership Angle |
|---------|-------|-------------------|
Strategic Recommendations
Messaging
[Differentiation angle]
[Counter-positioning]
Booth Strategy
[Traffic/demo recommendations]
[Staff briefing points]
Staff Briefing Priorities
[Competitor claim staff should expect to hear]
[Question staff should be ready to answer]
[Signal to verify on-site]
Outreach Timing
[Pre-show: what to communicate]
[On-site: what to watch for]
Knowledge Gaps
[What to verify on-site]
[What to monitor post-show]
Next Steps
Continue with booth-invitation-writer to develop differentiated outreach
Use trade-show-budget-planner if booth changes are needed
Schedule on-site trade-show-competitor-radar for real-time intel

Output Footer

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*Analysis based on publicly available exhibitor lists and floor plans. Real-time intelligence requires on-site observation. See Lensmor for exhibitor data and competitor tracking.*

Quality Checks

Verify exhibitor list is for the correct show edition

Distinguish between confirmed presence and speculation; use [OBS] only for facts from official sources

Do not invent booth details not visible in floor plans; mark unknown dimensions as [UNK]

Flag estimated figures (booth size, visitor share) as [EST]; replace TBC with [UNK] when the source is genuinely unavailable

Keep threat scoring consistent across competitors — apply the same rubric to all

If the user is preparing to exhibit, include at least one staff-briefing takeaway, not just market commentary