Show Marketing

How can you make your next trade show promotion more effective?

Early Planning: In the trade show promotion industry, the early bird that catches the worm probably set his alarm at least four months in advance to plan a method of convincing breakfast to come to him. Industry statistics confirm that the early bird has the right idea. According to the Trade Show Bureau, about 76% of attendees leave home already having decided which booths they want to visit. On average, attendees spend time at 25 to 30 booths per show; half of which were on their original list. People tend to stick to their original lists. Chances are that if your organization is on that list, they’re going to see you. However, if your organization is not on that list, then it’s potluck. As a result, more and more organizations are investing trade show marketing. The trend toward measurable results is meant to justify staying in trade shows. Many organizations need to get a good return on their investment in the form of good, qualified leads. Budgets may be less, but companies are spending more wisely.

The main goal of trade show promotion is to improve the quality of leads, even at the expense of quantity. According to the Trade Show Bureau, trade show promotion increases attendance by up to 33 percent. Yet less than 20% of exhibitors utilize any type of trade show promotion, specifically pre-show promotions. Organizations must start early and give people a compelling reason to come.

Create a targeted trade show promotion plan: Organizations can entice attendees to visit their booths by utilizing one of these strategies:

1. Start with a good mailing list. Target the key people you want to attend.
2. Develop a trade show promotion theme. Determine a trade show promotion theme with objectives, then come up with a short phrase that illustrates the marketing message and makes people think.
3. Be consistent. Make certain that everything ties into the show theme. This will assure that each trade show marketing piece is memorable and builds retention.
4. Refer to your booth number. Make it easy to find your organization by displaying your booth number prominently in all materials.
5. Place an ad in trade journals. Make sure it delivers before the show. Make your invitation a creative enticement.
6. Think about what your organization has that would be of value to your target audience. Have fun in positioning why they would come to your booth.
7. Offer an incentive. The trade show marketing incentive doesn’t have to be expensive. But it must be clever, hip and different; as well as appeal to your target audience.
8. Use direct mail tactics. Use an unusual size and color of envelope. Refer to the show on the envelope. Encourage the recipient to take some action. You should enclose something that can be redeemed for a premium at the show.
9. Conduct mailing to deliver 7-10 days before the show. Time is everything.
10. Follow up on the mailing. Have your sales force call customers and prospects with a personal invitation to visit your booth.
11. Make attendee earn the incentive. All they need to do is fill out a card, watch a demonstration, or complete a survey. Make sure the attendee gives you something, before you give them something. The main purpose is for you and the attendee to learn ore about each other. If you exhibit, you need a good return on your investment. By following these steps, you can join the growing flock of early birds whose target prospects plan on visiting.