Pre-Show Promotion Tips (continued)

At a recent show-sponsored exhibitor workshop, a panel of five long-time trade show attendees agreed that they start planning their schedule of their short-list of companies to visit far ahead of what most exhibitors believe they do - up to 6 weeks before the show! They said that promotion that hits them in the last few weeks before a show is too late.   

And industry surveys consistently find that exhibitors who launch a pre-show promotional campaign double the number of qualified attendees who visit their exhibit.   

It really pays to begin selling prior to the show. Send direct mail or e-mail information to your target audience inviting them to see your new products/services at "Booth #123" and giving them a compelling reason to stop by - whether it is a cost-cutting or efficiency-improving benefit of using your product.   

If you have a product that has not been seen by this group of attendees, the word "new" should be highlighted  "New" is the most powerful word you can use in both your pre-show correspondence and on your exhibit graphics, as three-quarters of attendees state that seeing what is new is their top reason for visiting the show floor.

 To generate maximum traffic to your exhibit, try these techniques:

  • Focus your efforts and promotional budget on your best customers and top sales prospects.

  • Consider implementing multiple types of pre-show promotion: direct mail, e-mail, Web- and publication-based advertising, fax, telemarketing, PR/media relations and conference speaker placement.   

  • Contact your customers, especially those within a 400-mile radius of the show, to let them know you will be at the show and note the show's location, dates and times.

  • Mail coupons to your customers for "show special" pricing. 

  • E-mail the URL to download complimentary show floor passes to your customers. 

  • Invite your clients to any special customer appreciation events you are hosting at the show.

  • Schedule advertising in the industry publications your target audience reads to coincide with the show dates.   

  • Write a compelling, solution-oriented description for your online company listing and in the show directory. 

Candy Adams, CTSM, CME, CEM, CMP, CMM
a.k.a. "The Booth MomŽ"
Trade Show Consulting
www.BoothMom.com