Posted in Trade Show Marketing

Whether it’s your first trade show exhibit, or you are a trade show veteran, it pays handsomely to do extensive pre-show marketing. This will increase the success of your trade show tremendously, because you will be increasing traffic to your booth, in addition to unsolicited attendees of the show. Also, thoughtful pre-show marketing will bring pre-qualified buyers directly to your booth for face-to-face contact. It is best to think of it as a targeted, coordinated, pre-show promotional campaign.

Here are some first steps to consider:

• Clean out and update your customer/client database – perhaps you should promote only to the best (top-half) of your prioritized list of customers
• Construct a pre-show checklist, schedule, and budget
• The idea is to promote your trade show participation, including your booth number
• Build marketing pieces (sales pieces) that illustrate the benefits of visiting your booth
• Make a VIP program – with exclusive benefits – for your top prospects
• You might have a special program for buying teams that visit the show
• Promote on your company website as well as the trade show’s site
• Invite key people to visit your show booth
• Print a flyer with the show’s dates, location, your booth number, and why anyone should visit your booth
• Ask your sales staff to send out invitations to their prospects
• Promise a nice prize giveaway/raffle in your pre-show marketing

Then, at least three months before the show:

• Read your Exhibitor’s kit/handbook carefully
• Create your exhibit “message” or “unique selling proposition” (USP) for pre-marketing and to use during the show
• Ensure that your booth, all graphics, and other marketing materials convey your booth message effectively
• Create a “show special” to use in your pre-marketing campaign
• Take photographs of your booth fully staffed
• Use photos, specials, and company message to design a trade show section on your website
• Make the final touches to your pre-show marketing and schedule
• Send out any press releases that are appropriate and that feature your show message (USP)

In the weeks coming closer to the show date:

• Send out VIP passes to a pre-determined list of customers and clients
• Finalize all plans and budget
• Purchase giveaways and grand prize(s)
• Add a trade show notice to your company voice mail recorded message and on-hold message
• Add a show notice to email signatures
• Consider placing an ad in your industry publication
• Send out all letters, VIP passes, invitations, and other materials, according to your set schedule
• Ask partnering businesses and associates to join in your promotional effort
• Determine exactly how you will gather all leads and contact information
• Promote the coming show at all company meetings and sales calls
• Email trade show notices to your database email list/invitations
• Assemble all press kits that will be given away at the show

Pre-show planning and marketing is very often overlooked or timed poorly, or simply not a full-scale effort. When planned thoughtfully, and executed according to a strict schedule, you will dramatically increase the success of your trade show, and can easily exceed goals and objectives.

After the show, follow up on your strongest – or warmest leads – first, then move on to the remainder of your gathered leads. Be sure to thank them for visiting your booth, get feedback from them, and make a call to action that is attractive.