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Executive Voice

Marketing Tips For Tradeshows

Attention. You can attract attendees to your both through giveaways, banner, banner stands, exhibition stands, literature, prize drawings or contests, and interactive elements such as touch screens to demonstrate a product, gather customer information, or conduct a survey. Pick a unique theme for your booth and make it fun, interesting, and engaging. You can generate higher traffic to your booth using eye-catching signage, key sales and marketing messages, appealing giveaways, informative literature, and engaging elements.


Research. Planning is very important when it comes to the success of your trade show, but so is doing research. You need to do a lot of research long before the trade show takes place. Start by determining trade shows appropriate for your business sales and marketing goals. Closely look at the details of the different shows. Some of the details to look for include; the average number of attendees, the number of businesses who exhibit, attendee demographic by job function, etc. if possible, consider interviewing businesses that have exhibited in those trade shows in the past, and ask for their opinions and feedback. It can cost a lot to exhibit at trade shows. Research all the details and see which trade shows are going to give you the highest return on your investment.


Registration. Once you have picked the trade shows you are going to participate in, register as soon as possible. There are some that allow you to register online and offer registration discounts for those who register early. This can end up saving you hundreds or even thousands of dollars.


Objectives. It is a good idea to set objectives for both you and your trade show booth staff. Have a list of objectives then list them in order of importance. The staff should hold discussions where they come up with methods for achieving those objectives and everyone to focus on achieving the most important objectives. An example of an objective is; collecting a given number of sales leads; coordinating a given number of sales demonstrations; or gathering research on competing brands.


Publicity. Make sure to let people know that you are attending the trade show through a direct mail piece to confirmed attendees (another option is a targeted list drawn from the list of those who have confirmed their attendance); also announce it through email campaigns, your website, your blog, in newsletters, email signatures, and social media sites. If you are going to have a contest or prize draw to attract more to your booth, then make sure to advertise it too. People should know where you are going to be located at the trade show so they can easily find you.


Contests. A prize drawing or contest can be a good way of attracting people to your booth. As you advertise your attendance, ask the attendees to come to your booth so they can complete a leads qualification survey to enter the prize drawing or contest. Make sure you make the prize something that relates to your business, products, or services. A prize can also be something with a broad appeal to your current customers. You need to take some time to come up with a prize that your customers are going to appreciate. This will motivate them to sign up and try out their luck. This means you have to know your customer and what they need. This is an effective strategy you can use to gain new customers. After the trade show, make sure you follow up with all contacts.


Preparation. You need to ensure you have a good amount of supplies for the trade show because you don’t want to run out of brochures, important, literature, giveaways, and business cards. You need to find out the number of attendees.


Estimate the percentage of those going to visit your booth. Your staff should also be enthusiastic about the trade show. Make sure they know about the company, current and new products and services, competitors, and market trends. This will help them have an intelligent conversation with prospective customers. Encourage your staff to gather contact information, engage with attendees, and visit competitor booths.


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