Marketing Makes It Work

Why go thru all the time and expense for a trade show if you are not going to market it effectively?  Marketing will not only bring more people to your booth buy also give you a higher return on your investment.  Here are a few ideas of how to do it.

Pre-Show Promotions

By advertising your company, products and any special-exhibit activities before the show, you can multiply the positive effects of your trade show investment. Plan early and target your promotions to your core-customer prospects. Here are some useful ideas for trade show marketing:

Direct Mail, Public Relations and Ads

    * Rent a segmented list of attendees from the show sponsor and send direct mail letters or brochures announcing your exhibit to the prospects on that list.

    * Place an ad in magazines or tabloids published specifically for show attendees. Send press releases to show publications and other trade magazines announcing any new products or services you will feature in your exhibit.

    * Look into co-op promotional opportunities in which you can share ad costs and space with non-competitive show attendees.

    * Announce your show attendance in mailings, newsletters or other communications you normally send to your existing customers or prospects.

    * Include your exhibit booth number in any pre-show promotions.

Premiums and Incentives

These free give-aways add to your trade show costs, but can be a good way to attract more people to your exhibit. Of course, many people who collect free items at shows may be poor customer prospects. Therefore, if you can target premium items to your prime prospects, they can be valuable tools to build traffic and find new customers.

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