After goal setting and researching, you should feel ready to commit to exhibiting at a specific show. Now the real work begins…it’s time to play your marketing strategy.
1. A solid plan requires a solid message.
Remember those goals you wrote at the beginning of the process? Its time to review them. When you know your goals and your audience it makes planning that much easier.
2. A good location is critical – especially for small budgets.
Consider entrances, traffic patterns, event stages, competitor locations and any other items that will draw people. You’ll want to be close to the action so that you can be a part of it.
3. Create your booth to be seen.
FACT: You have less than 7 seconds to grab the attention of a passerby.
The mark of a good booth is one that causes a prospect to stop, to look, and ask more.
DON’T fall into the trap of putting all your information onto the graphics of the booth…you want to connect with your audience and too many words will drive them away. make your graphics simple, eye-catching and relevant.
4. You are responsible for your own promotion.
Don’t rely on the show management to promote you at the show – that’s your job. Remember to include your message or theme on all your materials. Before the show, prepare invitations to mail out to clients and prospects that note the name of the show, the date, address and your booth location and include this information on all other client communication (even invoices!). Other things to consider are press releases, pre-show events, and key-note speaker sponsorships.
For other promotional ideas, or for help promoting your trade show participation the team here at Watershed Marketing Group is here to help!
