The key to great trade show exhibiting is marketing. But marketing is a very inexact science that leaves room for a multitude of errors to occur. The following are a few of the most common marketing mistakes exhibitors often make. Learn to avoid them and you will increase your chances for a successful trade show.
1. Failing to have a well-defined promotional plan. A significant part of your marketing includes promotion-pre-show, at-show and post-show. Most exhibitors fail to have a plan that encompasses all three areas. Budget is naturally going to play a major role in deciding what and how much promotional activity is possible. Include direct mail, broadcast faxes, advertising, PR, sponsorship and the Internet as possible ways to reach your target audience.
2. Failing to use direct mail effectively. Direct mail is still one of the most popular promotional vehicles exhibitors can use. To target the people you want to visit your booth, use your own list of customers and prospects – itﾒs the best list available. Design a piece that is totally benefit-oriented and makes an impact. Mail two or three pieces at regular intervals prior to the show, to help ensure your invitation is seen.
3. Failing to give visitors an incentive to visit your booth. Whatever promotional vehicles you use, make sure that you give visitors a reason to come and visit you. With a room overflowing with fascinating products and services combined with time constraints, people need an incentive to come and visit your booth. First and foremost their primary interest is in whatﾒs new! They are eager to learn about the latest technologies, new applications, or anything that will help save them time and/or money. Even if you donﾒt have a new product or service to introduce, think about a new angle from which to promote your offerings.
4. Failing to follow up promptly. The key to your trade show success is wrapped up in the lead management process. Plan for follow-up before the show. Show leads often take second place to other management activities that occur after being out of the office for several days. The longer leads are left unattended, the colder and more mediocre they become. It is to your advantage to develop an organized, systematic approach to follow-up.
