10 Ways to Maximize Your Trade Show Marketing Investment
Trade show merchandising is certainly an investing funds. From the cost of securing a blank space on the trade appearance floor, to the trade show presentation itself, there are a lot of items on your lean to design for in decree to have a successful show. But those are not the only investments you need to consider. Below are 12 senses of thing that you should think about to maximize your trade show marketing investment?
Set Plan for Pre-Display, At-Show and Post-Show Activity
Establishing a breakdown of activities in each section of the trade show selling process is critical to running effectiveness and ROI of the work done. This should include everything from creating social media buzz, at-show introduction to who is following up with the leads generated at the show, e-mail marketing, etc. Having all of these action items laid out, along with your budget for the trade show, will help you maximize your trade show investment. The better the program, the better the odds are to turn those visitor into client.
Pre-show marketing is a share of a successful campaign. Never assume customer or candidate that are attending the trade show you’re marketing at will simply “stop on by.” You must implement that pre-show marketing plan well in advance. From your activity in building buzz via social media, the information you Add to your internet site about the upcoming trade show, to the personalized electronic mail and even letters (going old school is really effective in this digital age) to invite electric current customer and attract prospects to your kiosk . Even including a special incentive: exclusive grand booty raffle for visitor, get a VIP happy hour wristband for an after the trade show get together, etc. Incentives will add to your budget, but can provide you with the opportunity to deepen the connection with customers and prospects that can yield long full term customers.
On the trade show floor it can be a little overwhelming visually. Your company needs to stand apart from the other businesses next to you and even down the aisle. According to the Center for Exhibition Industry Research (CEIR), the average visitor to a trade show booth is 5-15 minutes. That’s not much time to make a lasting impression or to close a sale before the person walks down to your competitor’s booth a couple minutes later.
Having a high impact trade show display can draw people in. Don’t buy some cheap used display or go the DIY route to save a few bucks. Having professional booth exhibit and design assistance goes a long ways in having a trade show booth that attracts attention. Adding iPad kiosks, video displays and even interactive touch screens can keep visitors in your exhibit space longer giving your sales team more time to develop a relationship with them. Don’t forget lead generation tools like scheduled demonstrations, contests, raffle/drawings that require registration keep people coming to your booth.
On the trade show floor it can be a little overwhelming visually. Your company needs to stand apart from the other businesses next to you and even down the gangway. According to the Center for Exhibition Manufacture Research (CEIR), the average visitor to a trade show booth is 5-fifteen minutes. That’s not much meter to make a lasting opinion or to close a cut-rate sale before the person walk down to your competitor’s booth a couple minutes later. Having a high shock trade show presentation can draw mass in. Preceptors buy some cheap used display or go the DIY route to save a few sawbuck. Having professional Booth exhibit and design assistance goes a long ways in having a trade show booth that attracts attention. Adding iPad booth, video displays and even interactive touch projection screen can keep visitant in your exhibit space thirstier giving your sales event team more time to develop a relationship with them. Don’t forget leading generation tools like scheduled demonstrations, competition, raffle/drawings that require registration keep people coming to your booth.
Have One-on-One Space in Your Booth
Having a distance away from the busy trade show floor dedicated to having some privacy is important. For example, some companies have utilized a double-decker trade show display that has a 2nd floor where the sales squad can meet with the great unwashed who’ve hardening up appointments or for those moments where sales are finalized.
Pick names out of a hat or just choosing whoever is available should never be the way to decide who is going to represent your companionship at the trade show. Those people are the cheek of company. Seriously consider who you want to fulfill that part for you. Choose people who are outgoing (like to smile, great conversation starters) and are going to know “how to work a booth”. They are engaging visitor, capturing inter-group communication information, asking the right questions to know if they are just there for the free prizes, are a potential difference customer or are ready to buy. Thoroughly knowing your product / services is not enough on the trade show level. Shuffling you are training up and staffing your booth with the right people.
Don’t Hide In Your Booth
Oral presentation at trade display and conferences can ADD a whole other level of trust and believability for you and your troupe. It can also lead to even more 5 senses of sale! Most trade display and many conferences are in need of great public speaker system who can provide value to their People. Got something to say? Being a speaker service you and your company outdoor stage out from the competition. Whether you are a featured speaker, hosting a lunch round table, or participating in a panel of Speaker, your presence is increasing your company’s profile and profile.
Limit Marketing Collateral
Less is more! Especially at a trade show where EVERYONE is being given a lot of paper products. Don’t be that company that spends thousands of dollars on brochures, sales sheets or pamphlets that will likely never leave their bag or odds are that it’ll end up in the garbage can. Focus on one or two key pieces of information in exchange for their contact info to send a personalized information kit after the show.
Unique Trade Show Giveaway
Don’t invest money in pens or key chains. There are far better options out there if you think creatively. If you have “upgraded” giveaway items, you can offer them in exchange to those who fill out your questionnaires. If you still plan to give away cheaper items, water bottles (that are BPA free) are a great option.
Leave Your Booth
See what the competition is doing with their booth and at their displays. Being able to see what’s capturing people’s attention can be an estimate source on ways to improve your own exhibit experience for attendees. Learn as much as you can. Talk to people and pick up their marketing collateral.
Part of your planning before the show was putting together a strategy for following up with your leads from the trade show. Hopefully, you planned out who is going to “get in touch” and do the follow-up. Post-show marketing is a smart way to way to extend the life of your exhibit.
Ensuring that you have staff and a process established to take action on following up with everyone immediately after the trade show instead of letting the connection go cold without follow up for weeks or months. Making follow up a priority can pay off and cover the trade show investment with increased lead conversion and sales.
Incorporating these ten tactics into how you trade show market your business will give you the best chance to generate more sales and visibility for your business.