Are You Tradeshow Savvy?

Your Exhibit at a tradeshow should not be a stand alone venture but a component of your overall strategic marketing plan.

Focus on the purpose & positioning of your tradeshow marketing efforts. Few bother w/ this step & later wonder why they got poor results.

Set Clear Goals: Know & understand exactly what you wish to achieve with your tradeshow presence.

Are you increasing market share with existing users? Are you introducing new products or services into existing markets? Are you introducing new or existing services into new markets?

Build your tactical plan around these objectives

Promote, Promote, Promote!

Get the word out to potential clients and others in your industry that you will be exhibiting through direct mailings, phone calls, social media & PR.

Set up appointments with customers and prospects before the show opens. Make sure they can find you there and have reason to do so!

Develop a focused and creative approach to attracting attendees.

Statistics prove that attendees come to an exhibition with a set agenda of exhibits to visit--Your pre-show promotional activity will insure that you are on that agenda!

Getting the word out:
•Advertise in trade journals
•Advertise in the show program
•Add a tag line to your advertising:“Visit us at booth #___”
•Hire special talent to man your booth and create a buzz: a celebrity, a magician, etc. an expert in your field
•Provide complimentary registration forms to your clients and prospects
•Mail “personal” invitations two weeks before the show and include VIP cards for access to your hospitality suite or lounge
•Mail out cards redeemable for a gift or free service at the exhibit
•Make telephone calls to your key prospects prior to the show

A comprehensive promotional plan must include pre-show, at-show and post-show components.
Most exhibitors fail to have a plan that would encompass all three!

Develop a meaningful theme or message that ties into your strategic marketing plan

People need an incentive to visit your booth. They are eager to learn about the latest technologies, new applications or anything that will save them time and/or money.

Consider offering a premium item that will entice them:

•Your giveaways should be designed to increase your memorability and increase recognition of your company
•Developing a dynamite giveaway takes thought and creativity
–What does your client want? What will help them do their jobs better? What can’t they get elsewhere? Something product or service related—or something educational?
•Consider hiring an ASI Certified Marketing Firm (Advertising Specialty Institute) that can put their experience to work for you
•Giveaways should be used as a reward or token of appreciation to get visitors to participate in a demonstration, presentation or contest or a thank you for qualifying information about specific needs
•If your business is service related, consider giving away a gift certificate, free trial or discount off of a new client’s first purchase.
•A demonstration of your service in the booth (such as a free massage) can serve as both a giveaway and a demo in one!

Create a Winning Display
•Catch their attention—You only have 3 seconds!
–Give your logo a strong presence
–Use color to attract attendees to your booth

•Bright, rich colors presented in high contrast attract visitors to your booth

–Be aware of the mood you put people in with the colors you use:
»Green=Nature
»Red=Excitement
»Yellow=Optimism (watch for legibility!)
»Black=Authority
»White=Purity
»Blue=Serenity

•Develop a simple message
–Tell them who you are and what you do
–Give three advantages that distinguish you from your competitors

•Use photography or art to set the appropriate mood

•Your exhibit is an important marketing opportunity—the chance to make a quick impression on buyers and convince them to come to the booth

•Consider hiring a graphic design professional to create effective visual graphics for your display—you may find it well worth the investment!

Create an atmosphere

In addition to eye catching and informative graphic displays, you should:

–Eliminate all physical barriers to your booth to create an open atmosphere

•Move the furniture back and to the sides to create space for attendees to come into your booth for discussion and ultimately: SALES!

–Improve your lighting

•The human eye is naturally attracted to light

•Be the brightest on your block

–Upgrade to quality carpeting and flooring

•Personalize your exhibit, add an area rug or add props to make it more cozy

–Make something move

•Offer Demonstrations or throw giveaways in the air to attract attention

•Activity attracts peoples attention and piques their interest

•Involve your product or service through sales pitch or anecdote

–Tickle the senses

•Smells often trigger the most pleasant memories

–Put a drop of vanilla or lavender on a lightbulb
–Rent cookie or bread baking equipment
–People come to the shows hungry!
–Create a dress code for staffers

•Make sure your visitors can tell who is there to give them advice or information

•Rule of thumb: Dress at the same level or slightly better than the attendees