If you build the exhibit, will they come? That’s a million-dollar question for some exhibitors. After pouring hefty percentages of their marketing budgets into trade show programs, how can companies ensure that their investments will yield significant returns and real profits? While many factors go into trade show success, effective marketing is the foundation.
When working on a new trade show exhibit for a client, we begin with a review of the company’s business objectives, brand identity and market research. After all, an effective trade show program takes more than an eye-catching booth design. It takes a fundamental understanding of the event objectives, the target audience, and the key messages that will motivate them.
From that basis, we work with the client to develop an event-marketing strategy and tactical plan that encompasses pre-show marketing, the booth design and experience, on-site marketing, and post-show marketing. While one might assume that the trade show booth design makes the biggest impression, smart marketers do a lot of work before the show even opens to get the attention of their prospects – with pre-show mailings, new collateral materials and website promotions geared to the show audience, as well as booth sales force training.
For example, your website is your online identity, telling the world about your company 24/7. If your site is out of date, prospects will already have a less-than-favorable impression of your company before they ever visit your new custom booth. If you can’t invest the money in an entirely new website redesign right now, consider creating a landing page to tie into each event where you exhibit. A trade-show specific page is likely to draw both booth traffic and online traffic to your company.
Effective trade show marketing is not just about the size of the exhibit, but your position in the marketplace. It’s not just about the quantity of leads, but the quality. It’s not just about the design of your graphics but about sending a message that is strong enough to turn passersby into real prospects. A trade show exhibit based on your company’s brand and integrated into your overall marketing program will make you stand out on a crowded show floor. But don’t forget the post-show marketing to turn those leads into sales.
