 |
|
|
|
|
|
|
|
 |
|
|
|
Welcome to the Tips, Tricks - Advice Center |
|
|
|
GEM TIPS - Guerilla Exhibiting Marketing Tips for July 2006. Exhibit marketing may not be a precise science, but there are some things you can do. Here are 7 common marketing tips that are often overlooked by exhibit managers. Learn to use them and increase the possibilities for a winning tradeshow. Having a strategic exhibit marketing plan of action is a critical starting point. In order to make your tradeshow a powerful marketing tool, there must be total association between your collateral marketing materials and your booth exhibit. Your tradeshow booth should not be an isolated project. Know and understand exactly what you want to achieve. Points to consider are:
This is the nucleus on which to build your plan. 2. Have A Well-Defined Promotional Plan A significant part of your marketing includes promotion pre-show, at-show and post-show. Most exhibitors fail to have a plan that encompasses all three areas. Budget is naturally going to play a major role in deciding what and how much promotional activity is possible. Developing a meaningful theme or message that ties into your strategic marketing plan will then help to guide promotional decisions. Know whom you want to target and then consider having different promotional programs aimed at the different groups you are interested in attracting. Include direct mail, broadcast faxes, advertising, PR, sponsorship, and the Internet as possible ways to reach your target audience. 4. Give Visitors An Incentive To Visit Your Booth Whatever promotional vehicles you use, make sure that you give visitors a reason to come and visit you. With a hall overflowing with fascinating products/services, combined with time constraints, people need an incentive to come and visit your booth. First and foremost their primary interest is in "what's new"! They want to know about the latest technologies, new applications, or anything that will help save them time and money. Even if you don't have a new product/service to introduce, think about a new way to promote what you are offering. 5. Use Direct Mail Effectively Direct mail is still one of the most popular promotional vehicles exhibitors use. From postcards to multi-piece mailings, attendees are bombarded with invitations to visit booths. Many of the mailings come from show management's lists and as a result, everyone gets everything. To target the people you want visit your booth, use your own list of customers and prospects--it's the best one available. Design a benefit oriented piece. Mail three pieces at regular intervals prior to the show, starting about four weeks prior, to help ensure your invitation is seen. Wherever possible, use first-class mail. There's nothing worse than a mailing that arrives after the show is over. 6. Giveaways That Work Offer a premium item that will entice them. Your giveaway items should be designed to increase:
Developing a dynamite giveaway takes thought and creativity. Consider what your target audience wants, what will help them do their job better, what they can't get elsewhere, what is product/service related and educational. 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 an executive report, when they visit your booth. Giveaways should be used as a reward or token of appreciation for visitors participating in a demonstration, presentation or contest, or as a thank-you for qualifying information about specific needs etc. 7. Have Your Post Show Mailer Ready Early After the show is not the time to think about what to send attendees that visited you. This should be ready prior to going to the show. It is advised to mail marketing collateral materials no later than one week after the show and it should include a “Thank you for visiting us” letter. You may want to think about including an “Act Now and Buy” special post show promotion or a “Come Visit Us” invitation with your mailing. People like to be appreciated. A GEM TIP THAT GETS ATTENTION An additional mailing that should be sent is a “Sorry We Missed You” letter. This is the perfect opportunity to elevate your marketing materials to a personal contact level. It should be send to the invited prospects that for some reason or another could not make it to your booth. Your prospect will feel special that you noticed they were missing. |