You’ve made the investment in a high-quality, attention-getting exhibit. You can rest easy that all your materials will get to the show and be professionally installed, thanks to OnePoint’s exhibit management services. But there’s more you can do to ensure your trade show investments will yield measurable ROI in terms of number of visitors to your booth, qualified leads generated, and sales made.
We asked the marketing and branding experts at Muskegon-based marketing agency Revel for advice on how to promote your trade show appearance. Here’s what we learned about the three stages of trade show marketing.
Step 1: Generate Interest Before the Show
Pre-show marketing can be used to generate buzz and provide prospects with a reason to seek out your booth. Revel recommends using a wide variety of channels, including targeted emails, social media, and ads.
Where to find promotional opportunities:
- The trade show host’s website
- The trade show host’s email blasts or using their list
- Paid SEM ads
- Trade organization websites
- Sponsorship of the trade show or some portion of it (a social event, presentation, or panel, for example)
What to consider including in your messaging:
- Your booth number! This may seem obvious, but be sure to include your booth number in all messaging leading up to the trade show.
- A sneak peek of what you’ll be featuring at the booth (possibilities include new product introduction, product demos, free giveaways, free coffee or drinks). Include just enough detail to make a visit worthwhile, but don’t give so much away that there’s no need to attend in person.
- The chance to make an appointment with a sales or other company representative (with an incentive of some kind).
- A discount on an at-show purchase.
- An RSVP for a product demonstration, to create a sense of exclusivity while encouraging a commitment to attend.
Step 2: ABM (Always Be Marketing) at the Show
Your booth is set up and the show doors have opened. Keep your name in front of attendees and continue to direct them to your booth with in-show marketing. If there’s a conference connected to the trade show, consider having a company rep sit on a panel, give a presentation, or sponsor the same. You may also consider advertising opportunities in show sponsorship, trade show publications, or on signage. And don’t forget to capture the action at your booth to share with your social media followers during and after the show (using the trade show’s hashtags, of course).
Step 3: Post-Show Nurturing
The show is over, your feet are still aching, and it’s time to play catch-up back in the office. But don’t let your trade show efforts go to waste! It’s crucial to strike while the proverbial iron is hot in order to nurture leads and existing relationships. Trade show attendees are exposed to a great deal of messaging; you want to make sure yours doesn’t slip their minds. To do so, reach out with a post-show email and provide post-show recaps on social media. Look for opportunities to contribute content to a trade publication, and write about what you learned at the show in a blog post. Run post-show ads. Use messaging that’s consistent—both visually and verbally—with your pre-show marketing and booth messaging.
OnePoint + Marketing Makes the Most of Your Trade Shows
At OnePoint, we understand the importance of getting your brand seen and heard. That’s why we work closely with marketing agencies as well as in-house marketing teams to create exhibits that support and enhance your larger marketing program. Contact us today to learn more.
