Trade Show Marketing

Anyone who has ever been to a tradeshow knows the key to a successful trade show is organization and planning.

"If you've failed to plan. Then you've planned to fail."

Never truer words. Marketing is not magic. And tradeshow's aren't Disneyland. You don't wave pixie dust over your booth, and all of sudden your have a successful trade show.

Here are 10 ideas you can use to increase your chances for a successful trade show.

1. Create a Plan

"If you can't put it on one page, you haven't thought about it enough." Outline exactly what you wish to achieve: for example: Find new clients. Increase sales with existing clients. Introduce new products/services into existing markets or into new markets; or introduce new products/services into new markets. It all starts from here.

2. Fly your plan

It's all about promotion. Pre-show, at the show and post-show. Few companies have a plan that encompasses all three areas. Executing such a plan will put you in the major leagues. Of course your budget plays a major role in deciding what and how much promotional activity is possible. Developing a theme or message that ties into your marketing plan helps guide your decision-making. Knowing who you want to target, and creating versioned promotional programs aimed at directly at the different segments you're targeting is crucial. Include direct mail, email marketing, public relations, sponsorships, and the Internet as possible ways to reach your target audience.

3. What makes you unique?

With trade shows that attract hundreds of exhibitors, there are very few companies that really "stand out from the crowd."  What makes you different and why a prospect should buy from you? Every aspect of your exhibit marketing plan, including your promotions, your booth and your people should be aimed at making an impact and underscoring what makes you unique.

4. Be choosy about your promotions

You can't be all things to all people. Why mail the entire show list? Most of the mailings come from show management's lists and as a result, most of the time everyone gets everything. To save money, target the people you want visit your booth by cherry-picking the show list, and supplement it with your own list of customers and prospects. Design a postcard that is benefit-oriented and makes and with an offer to stop by your booth. Mail two to three pieces at regular intervals prior to the show, starting about four weeks out, to help ensure your offer is seen.

5. Information is valuable. Gather it.

Give people a reason not only to visit you, but to provide you information. What are their pains? How much do they spend? Are they happy with their current vendor. The best sales people are first and foremost good listeners. Engage people with your offering, and then start asking lots of questions, or better yet use a marketing survey that prospects fill out to receive a premium or a drawing for a prize.

6. Use Premiums That Drive Response

Developing a premium that maximizes your response requires thought and creativity, and sometimes they're not cheap. Consider what your target audience wants, what their pains are, what will help them do their job better, what they can't get elsewhere. Think about having different gifts for different types of visitors. Use your website to make an offer for visitors to collect important information, such as a white paper, when they visit your booth.

7. Editors love a good story

Public relations is one of the most cost-effective and successful methods for generating large volumes of direct inquiries and sales. Before the show, ask for the media list, and find out which publications are planning a special show edition. Draft a newsworthy press releases focusing on what's new about your product/service, or highlighting a new application or venture. Create a press kit that includes information about industry trends, statistics, new technology or production information. Also include product photos and key company contacts.

8. Your Booth Speaks Volumes

You want it to "nail" your identity, and your value proposition. Don't be afraid to make a strong statement about who your company is, what you do and how you do it. The purpose of your exhibit is to attract visitors so that you can achieve your marketing and sales 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. Opt for large graphics rather than over-messaging.

9. Utilize Everyone On Your Team

Your employees and the other people staffing your booth represent everything your company stands for, so make sure they're prepared. Brief them beforehand and make sure that they know (1) why you are exhibiting (2) what you are exhibiting (3) who your best prospects are, and (4) what's in it for them if they bring business to the table as a result of the show.

10. Most Follow-Up Failures Are A Result of Lack of Planning

The major key to your tradeshow success is wrapped up in the lead-follow up and follow-through process. The longer leads are left unattended, the colder and more mediocre they become. It is to your advantage to develop an organized, systematic, approach to follow-up. Establish a lead handling system, a marketing automation system, time lines for follow-up, and use a CRM for tracking. Make your sales representatives accountable for reporting on/giving feedback about the leads given to them, and then measure your results.