Since most of us either exhibit at trade shows or assist our clients who exhibit, I thought the following article might be of interest.

Hopefully, the leads you received by participating in trade shows has already turned into millions of dollars of sales? Ideally, your products were also heavily touted in the post-show edition of the leading trade magazines? And, perhaps your customers and prospects are still Tweeting about your products or watching your show videos on YouTube?

MarComPros Trade Show Video on YouTube

If none of these things are taking place, perhaps you aren’t doing everything you can to maximize your considerable investment and ROI in trade shows? Here are some proven strategies and techniques we use for our clients that can help you maximize your participation in your next trade show:

1. Taking advantage of all the valuable free tools is key- Most show organizers provide a number of free services that can be very valuable in gaining additional exposure, generating new sales leads and/or securing valuable media coverage.

• Are you getting your free company and product listings on the show’s website
• Are your news releases posted on the show’s “Media Center” and/or “New Products” website?
• Are you using the free show mailing stickers to place on all your mailings?
• Do your ads feature your booth number and say “See you at the Show”?
• Are you keeping the show’s PR staff informed of the new products you’ll be showing?
• Are you producing and placing press kits in the show’s press room?
• Are you hosting a press conference at the show?
• Are you inviting editors to stop by your booth?
• Are you entering your products in show sponsored awards programs?
• Are you reaching out to consumer media in the area?

These are all things you can be doing free of charge that have generated a great deal of new business and media coverage for our clients and many other exhibitors.

2. Pre-Show Promotion Is Critical – Some companies are under the mistaken impression that it is the show organizers’ job to get prospects to your booth! Their job is to get prospects to the show. Your job is to get them to your booth. When both the show organizer and exhibitors do their jobs – it’s a wonderful thing. Here are some ways you can attract your customers and prospects to your booth:

• Send a series of email blasts inviting prospects to your booth every other week starting two months in advance. If you have a “show special” pricing offer, free gift or other incentive that will entice them to visit, all the better.
• Send at least one and ideally two direct mail pieces inviting people to drop in.
• Run your booth number in ads inviting people to visit you.
• Put a show link on the home page of your website and mention any special offers or features they can see at the show.
• Make sure your sales force is handing out cards inviting people to your booth.
• Gear up your social media machine and start Tweeting and posting messages on Facebook.
• Create a special customer/prospect event onsite and aggressively promote it in advance.
• Check with the show organizer and see what marketing tools they make available, such as mailing lists, email blast participation, advertising in show materials in print and online, VIP invitations, etc. Most of these are very reasonably priced.

3. Onsite Promotion Gives You The Edge – You’ve already made your investment and you are at the show. Now what can you do to ensure that you get valuable one-on-one time with your key customers and prospects? Here are just a few ideas:

• Ideally, you have a great booth that was designed to effectively communicate your image and attract new business. More realistically, you have the same booth as the last couple years and it is getting a little tired. There are some inexpensive techniques you can use to punch up your both and attract prospects, such as helium balloons, flowers, clever and desirable give-a-ways, in-booth talent, etc.
• Create a contest or promotion and promote it aggressively before the show.
• Invest in the sales lead machine from the show organizer to track your leads.
• If the show organizer offers it, participate in booth sales training, present at the New Technology Theater, etc.
• Tweet and post on Facebook throughout the show inviting people to stop by your exhibit space.
• Take advantage of show sponsorships – signage, badge holders, bus signs, tote bags, ads in the directory or Show Daily newspaper, etc.
• Host a special event such as a themed-party or group event at a local attraction (not a hospitality room at a local hotel).
• Video tape your booth activities and interview your customers about interesting topics (you can buy a Flip Video camera for less than $200).
• Hold a press conference to introduce your new product.

4. Post Show Follow Up Keeps Your Company Top of Mind – If you have done all or even some of the activities listed previously, you will automatically have a wealth of new business leads. However, you should still do the following:

• Send everyone an email AND a letter thanking them for coming by your booth.
• Post your video on You Tube and your website and send an email blast with a link to the video to your database and broadcast on your social media networks.
• Monitor the trade media and as articles appear, send them in an email to prospects
• Begin planning for next year!

Some of these tips may seem pretty basic, but by creating a trade show strategy and following an integrated show promotion plan you can generate tremendous ROI. If you are too busy to do this, give us a call. Your return on investment could easily cover our fee many times over. We handle the marketing communications for several leading manufacturers in multiple industries, as well as many show organizers.

To learn more about our capabilities we invite you to check out our video on our website.