Trade shows and events are staples of marketing, but they are also very expensive, so you need to make the most of them.
Trade shows are one of marketing’s biggest budget line items including exhibit construction, storage, transportation, erection and space rental, along with staffing and travel expenses. As a result, you need to be sure that you do trade shows right.
Trade show investment is high, but more often than not, exhibitors rely on card readers for the sole measure of lead and results, trade show booths lack customer interaction, and little or no pre-show or at-show promotion or communication takes place.
Keep in mind that trade shows can attract thousands of customers and prospects, channel partners, prospective employees and other important contacts.
Follow these trade show best practices:
Promotion:
Be sure to properly promote your exhibit via pre-show and at-show communications. Often trade show producers will provide email lists of registrants, some free of charge. Certainly, email and contact customers and prospects prior to the show, with your exhibit location, invites to hospitality events and related. Prior to the show, schedule customer, prospect and editor meetings.
Customer Interaction:
Be sure to enhance customer interaction with attractive exhibit design, graphics and video. Create a “buzz” before and during the show with promotions, contests, celebrity appearances, hospitality, and entertainment events.
Measurement:
As mentioned before, results measurement at trade shows is typically weak or lacking. Be sure to measure trade show results in multiple areas: card readers, contest registrations, editorial placements, sales personnel notes and more.
To make the most of your trade show exhibit, contact The Exhibit Source.
Construction Marketing Association
