Planning your trade show marketing should start with objectives. So, before arriving on-site, during all of your pre-event planning and preparations, determine what those objectives are and then put into place a system to quantify and measure the results.
Tips to Maximize Your Investment:
Pre-show: Pre-show marketing is a part of every successful trade show campaign. Never assume customers or prospects that are attending the trade show you’re marketing at will simply stop by. You must implement your pre-show marketing plan well in advance.
Build buzz via your social media channels, add information to your website about the upcoming trade show, send personalized emails to invite current customers and attract prospects to your booth, utilize pre-event sponsorships allowing promotion via the hosts’ marketing channels (email, event app posts, daily e-newsletter ads), include a special incentive: exclusive prize raffle for visitors, giveaway every day for those who provide you with their contact information, etc.
During-Show: Stand apart from other businesses next to you. According to the Center for Exhibition Industry Research (CEIR), the average visitor to a trade show booth is 5-15 minutes. That’s not much time to make a lasting impression or to close a sale before the person walks down to your competitor’s booth. So, have a high impact trade show display and lead generation tools in place such as scheduled demonstrations, contests, and raffle/drawings.
Select People who represent the company well to manage your booth:
-Someone who is experienced with trade shows
-Someone who is engaging and inviting (people matter most - dynamic booth staff is a must)
- Choose the people who know your product or service inside and out and know your event goals the best
Post-Show: Follow-up: Part of your planning before the show should be putting together a strategy for following up with your leads from the trade show
Determine the staff and a process for following up with everyone immediately after the trade show instead of letting the connection go cold without follow up for weeks or months. Making follow up a priority can pay off and cover the trade show investment with increased lead conversion and sales.