Attending a trade show exhibition is not enough in itself to promote your business nor is it enough to provide good marketing. Even though marketing has strict rules and there are provisions on how some things should be done, having good trade show marketing is hard to achieve and even harder to pull off a good marketing strategy.
Chances are that you will have to learn from your own mistakes, and unfortunately, because this is not exact science, you will have to rely on a good marketing team. If they fail to realize what is good then your overall company reputation may be in danger.
Plan Off Everything
First off, in order to have a successful trade show exhibition, you will need to plan out a good marketing strategy plan, which means that you will have to chalk down the exact aims of the company in partaking at such an event. Your best goals are to increase market share; introduce new products, or services; and to promote existing or new products and services.
Other than that, with a well established branding, you should have a good promotional plan. It will include more than just brandishing your company’s logo onto every product and giving out free gifts. Research what and how you can improve, grab the chance and do so at the next trade show exhibition.
The Warm Up
You want people to notice your company and to be as involved as possible, so why not plan out a little pre-show marketing to make people actually come and visit you at the exhibition. One thing you can use to attract customers is to use direct mail, however, be careful as people are extremely averse towards spam.
Do not save money on mailing, show your old and potential customers that you care about them, so only first-class mail is allowed. Send them prospects and brochures which may interest them, and include perhaps coupons or other means to draw their attention.
If you use mail or any other means to inform customers about your presence at the trade show exhibit, then also tell them why they should come. Give them a good incentive so that they would come and visit. To some, it would be good to offer some kind of a discount.
Use the chance to present your new product or service, and make it exclusive by letting the first few customers try it out. Make them part of the magic and make them feel important.
Your Booth is More Than Just That
Think of your trade show booth as of a tool just like your website and affiliate marketing programs. It is not only for the presentation, it is more than that; you need to define your company through your boot and you need to make it count. What your booth should represent is the welcoming atmosphere of your company and to create an experience which the customers will not forget soon. One of interesting option is to set up a promotional marquee in regard to attract more customers.
Also, you will have a chance to use decorations and your products to make your booth stand out from the crowd, grab this chance as it may secure you new potential customers.
trade show image by Wikipedia