TRADE SHOW MARKETING

 

All too often, we see companies spend ten or hundreds of thousands of dollars, sometimes into the millions, on a trade show - floor space, the booth, graphics, giveaways, personnel costs, travel, meals, entertainment, and expenses - only to completely neglect adequate strategic planning and promotion of the show to prospects and customers. They rely for the most part, on attendees finding them once they're already at the show.

 

Trade show effectiveness is a cause and effect marketing phenomenon. Neglect proper strategic planning and promotion and your show is almost guaranteed to be average, or worse, track with the economic ups and downs taking place in the industry you serve. However, if you develop a strategic plan for each show, develop and implement an integrated pre-show, at-show, and post-show marketing plan, you will turn those same shows into the incredible marketing investments they should be.

 

We start with show strategy itself - what are you trying to accomplish at any given show? How do you measure success? (It's not just leads! Although that's almost always the measuring stick.) 

 

Trade show strategy... 

aligns your strategic plan with your trade show marketing strategy and ensures that you achieve the best possible results.
 

Pre-show promotion... 

brings more qualified visitors to your exhibit. Direct mail, email, advertising, PR, social media, blog posts, and sponsorships are just a few of the ways to reach show attendees as they're planning their visit. This is a critical time!
 

Exhibit design... 

the booth itself - sends a message to show visitors. It should support your brand messaging and attracts visitors into the booth.
 

Exhibit graphics...

presentations and demonstrations create an experience that makes you memorable to your visitors. Graphics should communicate more than just your company name and product categories. They should communicate benefits - reasons to stop in your booth.
 

At-show marketing... 

including sponsorships; show guide, and show daily advertising; in-booth promotions; media relations, press kits, and press events; technical or educational presentations; off-site receptions and meetings can all have a huge impact on success.
 

Post-show tactics... 

and follow up are key to trade show success.  Leads need to be managed, quickly, in an organized and systematic way.