Promoting Your Business Through Tradeshows

Trade shows are all about promotion of your company and its products.

You want to present your services and products strategically to a specially targeted audience. You have clearly defined goals and objectives in trade show participation. To maximize success, however, you must do more than just show up with your presentation. Six to eight months before an event, you should make some specific pre-show efforts.

First, decide on a pre-show promotional strategy. Let your target audience know what shows you will be attending and what you will be presenting. How? Here are some options: Personal invitations, direct mail, web site announcements and Internet e-mails, ads in local media and trade publications, telemarketing, public relations, and sponsorship.

Second, plan on-site promotional activities. Promote awareness of your presence at and near the location of the show. You can use: Airport advertising, hotel TV and room advertising, transit advertising, billboards, show daily advertising, show directory advertising, and sponsorship.

Third, seek the media. Invite the media to cover your promotional efforts. Editorial coverage is free advertising worth its weight in gold. To entice the media, you need to present your efforts with a newsworthy angle to give the reporters something to write about. Make up a press kit with a “hook” and mail a number of them before the show. Have plenty of them available at the show and after the show. To reach the press you will need to offer: Press releases and press conferences. Only announce a press conference when you have new information to share; the media and your target audience will be very unhappy if you share old stuff they already know about.

Fourth, create a competition for visitors to your booth. People love competition, especially when it involves the chance of winning a prize. When planning such a competition, remember that everything that happens at your booth should reflect your company goals and objectives. Competitions should be consistent with your corporate image. For example, a trivia contest might be more appropriate than a talent show. You should tie the prizes into your products and services. Competitions should be designed to result in more qualified leads. In planning, you should consider: Type of competition, prizes, compliance with local and show rules and regulations, staffing needed for the competition, duration of the competition, and the role of the competition in promotional efforts.

Fifth, decide on exhibit giveaways. Freebies should consist of more than just trinkets with your logo. Ideally, giveaways should be something that will enhance your corporate image, be used regularly by your target audience, and keep your company logo in view. Avoid promotional items such as stuffed toys that will only be passed on to children and items so insignificant that they will likely be tossed. Here are four things to remember about giveaways: They should reinforce your marketing message, be business oriented, be unique and cutting edge rather than trendy, and useful. No gizmos or toys!

Sixth, be sociable and have a plan for hospitality. Marketing strategies are changing as more and more companies are doing business on a global scale. European and Asian buyers expect a certain amount of hospitality at trade shows. Hospitality is, in fact, an integral part of the international business scene. A proper social environment translates into profitable business. You might consider: A hospitality suite, meal-style events, or sponsorship.

Seventh, details count. It’s the little things that often count the most in the end. The best promotional efforts can be frustrated if the details are not tended to. Attendees at your booth will quickly get frustrated and leave if they feel you cannot meet a minor need. They won’t be walking away with a good impression, either, and reputation is still at the top of the list in advertising power. Be sure you attend to these details: Your booth number should be clearly printed on all your promotional material; people cannot visit your booth if they cannot find you. Have extra supplies of all your materials on hand. Check the show guide before the show to make sure your information is clear, concise, and correct. Be sure you have plenty of visitor tickets, free passes to the hospitality suite or event, and any other promotional items expected or promised.

 

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