Tradeshows are no longer simply ‘meet and greet’ events.
Tradeshows offer a tremendous opportunity for businesses to increase market share with existing customers, introduce new products and services while creating and converting new leads.
Leveraging the Marketing Mix - It is imperative that your marketing efforts include pre-show, at-show and post-show activity.
Before the show, consider direct or e-mail marketing. Reason simply, mail lists are typically included with the exhibitor fee and offer a low-budget way to attract leads to your booth. In some cases, the list can be vetted to include leads more aligned with your offerings. Don’t forget to include customers in your mailing and/or offer ‘free passes’.
The mailing/announcement could include an incentive or giveaway to your booth. Developing a dynamite giveaway takes thought and creativity. Consider what your target audience wants and what will help them do their job better.
At the event, use the booth as an effective marketing tool by making a strong statement about who your company is, what you do and how you do it (great signage, large graphics etc.). 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 prospect. Plenty of literature and business cards will help to entice visitors to your offerings. Blogging, onsite kiosks and video imagery will also enhance visitor engagement.
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Lastly, your people are your ambassadors and are key to visitor engagement. They represent everything your company stands for, so choose them well. Brief them beforehand and make sure that they know: why you are exhibiting; what you are exhibiting and what you expect from them.
Post the event, the key to your tradeshow success is wrapped up in the lead-management process. The longer leads are left unattended, the colder they become. Establish a process by reviewing and vetting leads, set time lines for follow-up including scripting, custom communication and web page, use a database for tracking, make sales representatives accountable for leads given to them, and then measure your results.
Need a great booth?
Contact: Chuck Hill, Director of Marketing and Sales at Creative Works, Inc.
Best to everyone this 4th of July!
Denice MacDonald