My clients have difficulty figuring out how to advertise themselves effectively at trade shows. The cost of participating in a trade show can range from as little as $10,000 for a basic 10′ by 10′ booth with one or two people manning it to as much as $100,000 or more for larger booths with an entire staff, cutting-edge display, graphics, drayage, hotels, lunches, taxis, and so on.
If you invest that much money, you might as well get the most out of it. It is common for someone to be tasked with preparing and marketing a trade show despite receiving ambiguous instructions, an inadequate budget, and minimal oversight.
A trade show’s success cannot be evaluated in any meaningful way short of a subjective “grade.” Do you want to boost your company’s revenue? To establish your reputation in the business world? To set up meetings for your sales staff? To link up with already accounts? To talk to the press, perhaps?
Having settled on an overarching objective, you should divide it into more manageable sub-goals, such as securing 25 product demonstrations in the next 60 days or opening 20 new accounts with expected first-year revenues of $100,000.
Having attended over 1,500 trade shows in the past 20 years to help clients get the most out of their trade show exhibiting dollars and having participated in well over 300 trade shows, I have seen almost everything regarding trade show marketing.
As someone who has participated in and exhibited at a wide variety of trade shows, from the National Restaurant Show to the International Housewares Show to the National Association of Convenience Stores’ New York Gift Show and the National Hardware Show, and even smaller regional, state, and city Chamber of Commerce events, I can attest to the significance of pre-show, during-show, and post-show activities.
In this piece, I’ll discuss the significance of doing things before a trade show. In subsequent columns, I will discuss show-day and post-show planning.
Time Before the Show
I have outlined a few of the most common approaches to marketing your presence at a trade show, but they are in no particular order of priority.
Just show up, flash your best smile, and cross your fingers that people will stop by your booth. Remember that customers are busy, frequently in a hurry, and may have their heads turned in the opposite direction of your booth – and miss you totally – despite your wonderful signage and name. Also, not everyone makes it down each aisle; some people may be on the phone or with a colleague as they pass your booth, glance in your direction, nod, and continue.
The outcomes of this strategy are hit or miss among my fellow exhibitors. If you want this to work, you’ll need some pushy salespeople to interrupt shoppers in the aisles. Don’t try the “H are you doing?” or “Nice Day, huh?” tactic; devise a well-thought-out question or giveaway to halt their progress. Asking something like, “Do you want to see the latest product that can improve your email click-through rate by 12%?” is an example of a thought-provoking and open-ended question. The target audience should be kept in mind when crafting the query.
Approach Like a Lucky Winner: Conduct a giveaway or contest at the exhibit booth. I’ve been to treasure chest hunts when individuals try to open a chest with a key by spinning a wheel or to spin the wheel for savings. Do whatever you can to get people talking and walking about your booth. The trick is to get the unqualified folks out of the booth as fast as possible and keep the qualified prospects there for as long as possible.
People want booths that are busy with visitors so they don’t miss out on the goods everyone else inspects. It’s a fascinating exploration of the human psyche and the terror of potential regret.
Email, snail mail, phone, and directory ads sent before an event are all examples of pre-show marketing that come to mind.
Prospects might be enticed into your booth with offers of freebies, discounted or introductory rates, and demonstrations of your latest offerings. All four of these endeavors have yielded some measure of success for me. One way to increase the likelihood of having a fruitful trade show is to schedule pre-show appointments with current and potential clients.
If your client or prospect misses an email or forgets to bring a printout of an email, sending both is a good idea.
It’s also a good idea to give visitors something of high quality to take home as a thank-you for coming to see you. Promo things that don’t harm the environment are becoming increasingly popular. I’ve seen the word “tchotchkes” tossed around, but a well-executed free premium or gift can draw customers in. The term “swag” is used by some. A bag of goodies known as “swag” is used instead of cash to attract celebrities to serve as commentators at Hollywood award events.
I have had a redemption rate of over 18% when sending postcards to oil executives before a presentation, depicting the gift they would receive just for stopping by. People will flock to your booth if you’re selling something that nobody else does or is rare and high quality. Many trade show attendees, regardless of their profession, income, or attire, are on the lookout for freebies.
It’s just like marketing: targeting the appropriate people with the correct product. A complimentary high-quality water bottle, MP3 download card, or customized USB stick can be pretty appealing at electronics and high-tech trade exhibitions. Anything from a free live tree seedling in a tube to a garden kit to a Frisbee made from recycled plastic is fair in an eco-friendly setting.
Find some entertaining and practical present ideas online. I recommend preparing three sets of giveaways: one for qualified leads, one for highly qualified leads, and one to encourage passers-by to leave your booth smiling who aren’t quite ready to commit. Keep your two highest ranks a secret and give them out with pride and discretion.
Trade exhibitions might be the most economical way to meet potential new clients and reconnect with your current clientele. Also, they can be a significant financial setback if not executed properly. The success you and your organization deserve can be ensured with proper pre-show marketing. You have a responsibility to yourself and your colleagues to ensure that the show has the most significant possible impact.
Hopefully, the trade fair goes well.
EcoMarketingSolutions.com, led by President Robert Piller, provides businesses with eco-friendly promotional materials that will benefit their brand and image without contributing to landfills. You can email him at [email protected] or visit his blog at http://greenspotblog.com. Robert Piller isn’t just an expert on green marketing; he’s also a regular speaker and freelance writer.
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