"Success
is dependent on effort."
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Classic
Gimmick?
... and it works!
Here
is a classic gimmick to get visitors to your booth -
and you can target your pre-selected clients, rather
than hand out 1,000’s of ineffective, inexpensive
throwaway promotions. Devise a two-part promotion: Send
out half of a prize in the initial announcement( in
this case it was the tin that holds the swiss army knife)
and reward the clients on your mailing list with the
second half of their prize when they stop in at your
booth. It’s a classic promotional gimmick —
and it works. Other ideas - one company sent out a work
glove - the left hand - and told the invitee that to
receive the mate - the right hand - they needed to stop
by their booth and pick it up. A scratch-off game ticket
fits easily into an invitation envelope - invitees must
bring it by the booth to see what prize they won.
Pre-Show
Quick List
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Be
certain to send FREE |
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Customer
Invitations/Show Passes and Personalized Postcards
to prospective attendees inviting them to your booth.
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Send
pre-show materials to your |
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customers
announcing what you will be showing in your booth.
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Create
an incentive for |
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customers
and prospects to visit your booth. |
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Personally
call your customers |
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before
the show and invite them to visit your booth. |
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Add
Tradeshow information |
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to
your website |
| Under-the-door
flyers. Print a flyer that entices show attendees
to your booth (use show specials, promotional
giveaways, live demos etc.). Contact the official
show hotels to distribute these flyers under
the doors of those hotel guests who are show
attendees. You will need to get permission
from show management prior to arranging this
with show hotels and there will be a charge
for delivery from the hotel. |
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tradeshow does not start when your exhibit display
is set up and the show promoters swing open the
big doors. A successful tradeshow hinges on what
you have established in attendees’ minds through
pre-show promotion. No exhibitor, regardless of
market share or past tradeshow performance can challenge
this truth. Veteran exhibitors know
that. Attendees must have
a reason to put your exhibit on their “must
see” list. |
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floors are enormous, attendees may pass your way only
once in three days. Exhibitors cannot afford to get
lost in the crowd – and pre-show marketing supplies
the reason for attendees to remember to visit your exhibit.
Ego
may be the number one another killer of pre-show marketing
… “Pre-show
promotion? Everyone knows us…they’ll stop
by our exhibit!”
Show
promoters use extensive marketing campaigns to guarantee
a sizeable audience of highly qualified buyers. Many
exhibiting companies rely entirely on the efforts of
the show organizer to attract show attendees. Exhibitors
need to go beyond “just being there” to
ensure maximum returns from any trade show. Show management
cannot ensure that every visitor to the show stops by
your booth. That is why it
is
important for your company to do its own pre-show advertising
and direct mail marketing - to let your best customers
and prospects know you will be at your show.
Ask the show’s organizers for a mailing
list of people who are signed up to attend the event.
At the very least, send an announcement your booth number
and what you are selling or promoting. Pre-show marketing
is vital in ensuring that the right people are aware of
your presence at an exhibition. This is an opportunity
to reach new clients and keep in touch with existing ones.
Some companies may embark on more expensive mail campaigns,
or use postcards or “teasers” weeks before
the show to get the client’s attention. A fax or
e-mail, individually addressed, can also
be successful. |
Whatever
method is used, it is vital that the exhibitor makes
sure his database is aware of his presence at the
show.
About ten days before the show, identify the top
companies you want to talk to and personally |
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call each one and
invite
them to stop by and introduce themselves. Someone
who may keep putting off a one-on-one meeting may be
more likely to attend a show with more than one product
and company on display - and if this client has a pre-arranged
appointment with you, all the better. This personal
touch adds a lot, and leaves a very positive impression
on the prospect.
Remember – never rely on show management to supply
all the buyers you need for a successful show. A strong
pre-show promotion guarantees an exhibit flooded with
buyers.
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