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 Industry
Trends - Capture Your Audience with Pre-show Promotions
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Time is money. These three words translate into the most powerful
truth in event marketing: today’s tradeshow attendee is
a buyer, not a browser.
With the
increasing amount of value companies place on event marketing
(92% of respondents in a recent survey said that tradeshows affect
their purchasing decision), exhibitors have been racing to adapt
their event tactics to appeal to their new, time-crunched audience.
And what we’ve learned is that what you do before the show
can be just as valuable as your strategy during the show.
Pre-show
promotions and audience acquisition can add enormous impact to
your event marketing program. As an attendee walks onto the show
floor, your chances of them stopping by your booth are much greater
if they are exposed to your brand prior to the show. In fact,
according to a recent study sponsored by the Health Care Exhibitors
Association, many of the industry’s most successful exhibitors
obtain a list of potential attendees and send personalized e-mails
inviting them to their booth. This tactic has shown repeated successes
in attracting more attendees, which, in turn, opens numerous opportunities
to achieve greater ROI.
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Trade
Show Tips - Eyes on the Objective
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Tradeshow objectives should integrate with your overall marketing
plan, so keep your basic marketing strategy in mind when developing
event goals. As you set objectives, consider these questions:
•
Revenue: What revenues do you hope to gain as
a result of this event? Set a target based on total revenues and
projected quantity of your average.
•
Sales leads: How many leads do you hope to capture? Break
this total down to set daily goals for your event.
•
New contacts: Will this be a good opportunity to establish
new contacts (e.g. new vendors, partners or vendors)?
•
Market research: What information might you learn from
the audience? Prioritize the information you need and keep your
questionnaire as short as possible.
•
New product/service exposure: What percentage of your
target market will be exposed to your new product/service?
•
Brand awareness: Obviously you want to increase brand
awareness, but how will you measure your ability to do so? Make
sure to include a question on your survey or in your face-to-face
interaction that will enable you to measure brand familiarity.
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By setting
measurable objectives, you’ll be able to gauge an event’s
success, demonstrate those results to upper management, and make
adjustments in your future plans.
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Check out
Nomadic’s free Event Professional CD-ROM to
learn more about how to maximize your tradeshow ROI.
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| Product
Spotlight - Evolve your Exhibit with DesignLine™ #DLKIT4
|
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kit #DLKIT4. Watch your display grow into a dynamic 10x20 that
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$10,000!
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| Case
Study - Almirall Wins with Platinum®
|
Almirall, a Barcelona-based pharmaceutical company, decided to
step up their event marketing by investing in a higher-quality
tradeshow property. Almirall wanted to express its leadership
position and its dedication to quality. They wanted an exhibit
that was not only attractive but also had the flexibility to fit
different floor plans and be durable enough to endure their rigorous
travel schedule.
Nomadic Platinum
was the best solution for Almirall’s needs for its elegant
laminated surfaces, ability to adapt to different venues by rearranging
panels and its rugged steel backed construction. Company representatives
tell us the display has been extremely successful in creating
a powerful experience for the Allmiral brand. The display even
earned the company a First Place Teddy Award.
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ExpoSuccess
WorkShop Series
|
Learn how to get better results from your event marketing program
by attending an ExpoSuccess WorkShop. During these valuable interactive
presentations, marketing, sales and event managers gain valuable
insights into setting objectives, audience acquisition and program
execution. Attendees also receive planning and measurement tools
to help put their new skills to use on-the-job.
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Special
Promotion - The Great Case Giveaway
|
You can do more with Nomadic…..so start by saving up to
$700 on your next display purchase with our special Fall promotion.
This
offer has expired, but check out our current promotion!
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telephone
800-732-9395 fax
703-866-1869
web www.nomadicdisplay.com
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