Pre-trade show promotion key to successful event

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by Barbara Nelson|ret||ret||tab|

Corporate trainer|ret||ret||tab|

sbj@sbj.net|ret||ret||tab|

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Barbara Nelson is the founder and owner of Persuading Aristotle Corporate Training. |ret||ret||tab|

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Once you've decided to participate in a trade show, you need to know how to make the most of it to reach prospective customers. You could just go with luck as many exhibitors do and hope that your prospects plan on attending this particular show and happen to stop by your table.|ret||ret||tab|

But a better way is pre-show promotion. I have experienced many a painful day working a trade show without pre-trade show promotion. I just wish I knew then what I know now.|ret||ret||tab|

Pre-show promotion aims to improve the quantity and quality of the leads you generate from the trade show. According to the Trade Show Bureau, pre-show promotion increases attendance by 33 percent, but less than 20 percent of exhibitors use it.|ret||ret||tab|

Here is some advice that will make trade shows an integral part of your marketing efforts.|ret||ret||tab|

Develop a trade show theme. Determine your objectives then create a theme and message that makes people think.|ret||ret||tab|

What do you want to accomplish by participating in the show? Generate sales leads, establish new customers, introduce a new product or service, promote company awareness?|ret||ret||tab|

Make your theme match your objective. If you want to establish new customers, then create a theme that tells people why they should choose your company over another.|ret||ret||tab|

Get into the mind of your customer and develop your theme around how they see your company. Always remember, companies don't sell products, people buy them. |ret||ret||tab|

Be consistent. Everything should relate to your theme or message. This rule should apply to trade shows and to all of your marketing endeavors. You have to be consistent to win a position in the consumers mind. This is the way successful companies brand their product or service.|ret||ret||tab|

Refer to your booth number in your pre-trade show promotion. Make it easy for people to find you at the show. Don't make people search for you.|ret||ret||tab|

Place an ad in a trade journal. Make sure it targets your key audience and that the print and delivery dates are prior to the show. Again, remember your purpose for attending the show does it match with the audience of the publication?|ret||ret||tab|

Make your invitation a creative enticement. Offer an incentive that is of value to your target audience.|ret||ret||tab|

Start with a good mailing list. Target the key people that you want to attend the show and hear your company's message.|ret||ret||tab|

Use direct mail tactics. Send a postcard or letter to your prospects encouraging them to take action. Include a coupon redeemable for a premium at the show. Content is extremely important in this type of mailing. If you are not well versed in persuasive copywriting, hire a professional because it will be worth the investment.|ret||ret||tab|

Send the mailing seven to 10 days before the show. Keep in mind postal delivery dates.|ret||ret||tab|

Follow up on the mailing. Have your sales force call customers and prospects with a personal invitation to visit your booth.|ret||ret||tab|

Make attendees earn the incentive. Have them fill out a card or watch a demonstration before you give them a premium or gift. The purpose is for you and the attendee to learn more about each other, not for attendees to get a free prize and walk away.|ret||ret||tab|

After all of this hype you had better put your best foot forward the day of the show. Choose your best employees to represent your company during the trade show.|ret||ret||tab|

Your business needs to get a return on your investment in the form of good, qualified potential customers. Trade shows can be a great investment and a way to make face-to-face contact with consumers who would not otherwise hear your message.|ret||ret||tab|

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