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[T1209]Trade Show Event Marketing

by Robert Johnston, Rob

The big-picture issues to consider are whether the trade show will be an effective marketing vehicle for your business and if so, how you can use it to attract the best prospects. Many marketers and business owners assume trade shows are a good idea for everyone, create a budget and go.

It's not quite that simple. Here are some tips and suggestions to mull over before you decide to participate in a trade show:

Gather information about the show beforehand

Not all trade shows are created equal. Be sure to find out as much information you can about the show before you go. Ask about the previous year's attendance. Ask the show owners how they're marketing the show. And, most importantly, what kind of people attend the show (are they in your target market)?

Create a show-specific marketing plan

Showing up with a booth and brochures isn't going to get you very far. You need to think about how you'll attract people to your booth – what kind of signs will you use? Who will staff the booth? Also, some marketers come up themes just for the show – will you print new brochures, booklets, posters, flyers, etc? What about giveaways or coupons? Each of these items can affect your success at a trade show.

Also, before you actually go to the show, you can greatly increase booth traffic by sending out mailers letting prospects know where you'll be and what you'll be offering.

Make attendees want to visit your booth

How many shows have you been to where booth personnel are standing (or sitting) behind the booth, bored. They look like they couldn't care less about getting anyone's attention. What a waste of money! Be sure to have your best salespeople, or yourself, out there, getting people's attention. Try giving a demonstration of your product, or having a giveaway or game going on to attract people to your booth.

Track lead information

Nothing is more frustrating than when someone is interested in your product or business and they want you to contact them, but you misplaced their info. Keep a sheet of names and contact info, and note the prospects' interests so that you know what to follow up about. Also, be sure to follow up within a specified time, say two weeks.

Assess your show participation ROI

If you don't get many leads or sales from a particular show, you may want to stop attending that particular show. Focus your marketing budget and energy on other shows that will give you the leads you need. Track leads and sales for every show you attend so that the next year you'll know whether it's worth your while to attend that show again.

Trade shows require some work – but with a plan and an attention-grabbing presentation, you'll get back more than you invest.

A typical trade show can have up to 1000 exhibitors and 10,000 visitors. Your staff could meet 200 potential customers daily. How long does it normally take for your sales people to contact 200 prospective clients?

Trade shows are organized specifically for targeting a particular industry or market segment. The people you'll find at your trade show are those who are specifically interested in your line of business; otherwise, they wouldn't be there.

Studies have shown that about 84% of trade show attendees are either decision makers or influential in the decision making process in their company. The difference is that a secretary is not screening sales calls from your company's top leaders.

A custom exhibit booth may cost a large amount of investment capital. However, it is possible to get started in trade show marketing without breaking the bank. The secret to being successful is more in the creativity of your display and materials than how large your booth.

Another vendor with more expertise can provide you with advice on the style and purchasing options for your trade show booth. A good vendor will consider your budget when planning your effort, to meet your marketing goals. A vending professional knows that success at your first trade show, will not only enhance your profits but will also help to broaden the extent of your booth later on. The vendor will respect your company and it’s budget.

A tabletop design would be an economical way to enter trade show exhibiting. These have numerous advantages. While being cost effective, they can also be visually appealing and versatile. Tabletop exhibits can be used for meetings and presentations, outside of the trade show exhibits. Due to their light weight, most of these are very easy move and set up. Instead of worrying about size, think about appeal. A small attractive tabletop can be more appealing than a big display that does not catch the eye.

The single banner stand is the logical upgrade. You should select a vendor that can help provide maximum impact with your exhibit.

If you plan to participate in trade shows regularly, you should think about spending more for a more impressive display. The pop-up display is a great way to lure attendees to your booth and you might be surprised at how inexpensive they are. A quality vendor should help you find an appropriate price.

Lastly, here are some low cost, high impact ideas that will surprise you. The appearance and attitude of your staff will have a large impact on your company's success. Send only your most outgoing staff and have them dress in coordinating outfits that represent your company well and trumps the attire of your competition. Dressing nicely and keeping a smile on your face are always good strategies.

Article Source : Marketing Tips

About Author

Both Robert Johnston & Brent Smookler are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Robert Johnston has sinced written about articles on various topics from Brochures, Trade Shows and Brochures. . Robert Johnston's top article generates over 165000 views. to your Favourites.

Brent Smookler has sinced written about articles on various topics from The Internet, Marketing Tips. Brent Smookler is no stranger to promoting his company’s products on a shoestring. Over the years he’s found that the simple approach works better and he uses small and easily portable exhibits such as. Brent Smookler's top article generates over 1900 views. to your Favourites.