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Trade Show and Exhibit Marketing:
7 Tips For Success |
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Exhibit marketing can be a very effective method for identifying and influencing potential new customers for your company. For many organizations, however, trade shows can take up a sizable piece of your marketing budget. Therefore, the key is to maximize your investment by better ensuring the success of your trade show marketing efforts.
Here's some tips on executing a winning trade show marketing strategy:
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- Plan, Plan, Plan
Trade shows should be an integrated component of your overall marketing strategy – never a stand-alone venture or idea. Create an exhibit marketing plan that is in total alignment with your marketing strategy from a messaging, positioning and objective standpoint. Define exactly what you wish to achieve in your trade show efforts: expanding market share with existing users; generating qualified leads with new prospects; introducing new products/services into existing markets or into new markets; or introducing new products/services into new markets. It all starts with a strong, well-thought-out plan.
- Target Your Pre-Show Mailings
Pre-show direct mail is still one of the most popular promotional vehicles exhibitors use. Try to avoid the common pitfall of using the show management's pre-show attendee list. The majority of exhibitors will use this too – meaning that everyone will get mailings from many exhibitors, making it difficult for your message to stand out. To better target the people you want to visit your booth, use your own list of customers and prospects – it's the best one available. Design a mailing piece that is totally benefit-oriented and makes an impact. Wherever possible, use first-class mail about two to three weeks before the show. There's nothing worse than a mailing that arrives after the show is over.
- Draw People Into Your Booth
Whatever promotional vehicles you use, make sure that you give visitors a reason to come and visit you. With a hall overflowing with fascinating products/services, combined with time constraints, people need an incentive to come and visit your booth. First and foremost their primary interest is in "what's new." They are eager to learn about the latest technologies, new applications, or anything that will help save them time and/or money. Even if you don't have a new product/service to introduce, think about a new angle to promote your offerings.
- Use Giveaways Effectively
Tied into giving visitors an incentive to visit your booth is the opportunity to offer a premium item that will entice them. Your giveaway items should be designed to increase your memorability, communicate, motivate, promote or increase recognition of your company. When planning your giveaway, consider what your target audience wants, what will help them do their job better, what they can't get elsewhere, and what is product/service related or educational.
- Leverage Public Relations Opportunities
PR is a very cost-effective tool to enhance the success of your exhibit marketing efforts. To generate some buzz in the press about your company before the show, develop and distribute news releases to key industry media promoting any new product offerings or related developments. Prior to the show, also get a copy of the media attendee list from the show management company. Use the list to contact a few key reporters or editors that cover your business and invite them to your booth for follow-up one-on-one interviews with executives. At the show, compile press kits for the press office that include information about your company, industry trends, statistics, new technology or product information. Also include good product photos and key company contacts. Have staff members at the booth who are specifically trained to interact with the media. All of these things will increase the opportunity for positive show-related press coverage for your company.
- Use The Booth As An Effective Marketing Tool
On the show floor your exhibit makes a strong statement about who your company is, what you do and how you do it. The purpose of your exhibit is to attract visitors so that you can achieve your marketing objectives. In addition to it being an open, welcoming and friendly space, there needs to be a focal point and a strong key message that communicates a significant benefit to your prospects. Opt for large graphics rather than reams of copy. This will help to enhance memorability and brand recognition. Your presentations or demonstrations are also a critical part of your exhibit marketing.
- Manage Your Leads Effectively
Post show success is directly tied to effective management of leads generated during the exhibit. Show leads often take second place to other management activities that occur after being out of the office for several days. The longer leads are left unattended, the colder and more mediocre they become. It is to your advantage to develop an organized, systematic approach to follow-up. Establish a lead handling system, set time lines for follow-up, use a computerized database for tracking, make sales representatives accountable for leads given to them, and then measure your results.
Sources: www.thetradeshowcoach.com
and www.marketingtoday.com
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