We've been assisting clients with their trade show promotions for years. We can help you develop a strategy to direct qualified attendees to your booth.
targeting the right audience brings success
If you're still judging the success of your trade show by booth traffic alone, it's time to think again. You may be wasting time on unqualified or under-qualified individuals. Your most important objective should be reaching as many potential and current customers as possible in the time available. Arbitrarily increasing booth traffic can cause havoc at the booth and create an ineffective selling situation.
Effective ways to target the right trade show audience:
maximizing your trade show investment
Increase your response rate with pre-show planning. As part of your pre-show planning, look beyond the traditional. Often, exhibiting at a show that is part of an auxiliary industry has more impact than exhibiting at a trade show that is part of your primary industry. Doing this provides prospects that would not ordinarily have direct access to your products and services.
To evaluate the potential of a trade show, determine the:
tips for successful pre-show preparation
Well before the show, develop a marketing strategy that will carry through all of your advertising and promotional efforts. Selecting and promoting a theme provides added excitement and helps heighten brand awareness. Try these tips for planning a successful show:
Use a planning guide. Establish a section for each part of the event, e.g. budget, travel, booth design, etc. Keep all contracts in the appropriate section. Include a calendar and a show floor plan with your space clearly marked. This guide will be an invaluable tool, not only for this event, but for all future shows as well.
Try a "bulky" pre-show mailing. Pre-show mailings are an excellent way to reach your target audience, and a "bulky" mailing is most effective in ensuring that your mailing gets opened. Include a promotional product that ties in with your theme and suggests what your booth has to offer. A study by Exhibit Surveys, Inc., determined that a pre-show direct mail piece containing a promotional gift can produce close to three times greater traffic than one without a gift.
Make staff available and identifiable. Staff your booth adequately and provide comprehensive training. Make your booth staff easy to identify with comfortable clothing sporting your corporate logo.
Create a lead follow-up plan. Create a plan before the show to follow up on leads immediately after the show.
tips for trade show time
Trade shows are one of the strongest tools available to build and cement solid relationships. They provide an excellent opportunity to make current customers feel important and to resolve any customer concerns or issues. For a successful show:
tips for effective post show follow-up
This is no time to relax. Effective and timely follow-up is critical to the success of your trade show. After the event:
Call us at (301) 333-8009 or contact us today to discover how we can create a powerful promotional program that's perfect for you.