Avoid 12 Mistakes When Marketing Trade Shows Appearances
Trade shows conventions provide great opportunities to promote your business and its products or services. However, making these mistakes can spoil the opportunities and end up hurting your company.
Cheap promotional products are not going to impress anyone at a trade show. It’s better to give something of value that is connected to your business, such as coupons for discounts on product purchases.
Not Making Connections
When you have a drawing for something that is not connected to your business, you’re wasting an opportunity to build your brand. It’s better to hold drawings for branded items or items that are unmistakably connected to your company.
Speakers without Connections
Inviting an industry leader to speak at trade show can be great unless he or she doesn’t make some type of connection to your company. Instead, invite a high-level executive from your company to speak or hold a networking event for clients to focus on your business.
Not Using a Hashtag
When you promote an appearance at a tradeshow or other events, you need to provide a hashtag for it. Using a hashtag for an event will help identify communications regarding the event. #LeverageYourInvestment.
Not Promoting Appearance
Appearances at trade shows or other events should be announced at least a month ahead of time on your social media accounts. Waiting until the day of the event to let followers know about appearances is much too late. Giving them a heads up about your appearance allows them to make plans to visit your booth.
Not Promoting Message
It’s important that messages that you wish to convey during events are promoted well before they take place. They should be used consistently when promoting an appearance on social media, event signage, and any other advertisementsfor events.
Leaving Off Branding
Whenever you providing giveaways at trade shows or other events, the items should be clearly branded with your company name and contact information. Choose appropriate items for your company and ones that will not fall apart the first time they are used.
Not Explaining Benefits
You should always provide end users with information telling them how your products or services will solve a problem for them. If you don’t, they may not see a need for the product or service and your sales will suffer.
Not Sending Invitations
It is important to send clients invitations to your booth at events where your business is presenting. Don’t assume that they know your company is attending; send them a personal invitation so they will know for sure.
Unaware of Demographics
Knowing the audience will help you choose the best giveaway for attendees. Research the events that your company attends to get to know the audience and present your products or services accordingly.
Avoid Spam Emails
Emails in which hyperlinks don’t work or the images don’t display or that have a high spam rating will often not be seen. Clean up emails promoting your company’s appearance at events so that they will be read.
Everyone working events should be trained to properly address clients and non-clients, be knowledgeable about products or services, and attract attention.