✖
DON’T skip goal-setting.
Are you introducing a
new product or announcing an enhanced service?
Prospecting for new business in a specific industry? Set
your objectives (e.g. 10 new orders, 50 contacts, 25
qualified leads, three articles in trade journals, etc.) and
track your results.
✖
DON’T miss the opportunity for competitive
analysis.
Nearly three out of four event participants that
purchase once, then become a regular customer.
1
How
much of this business is going to your competitors? Pick
up their handouts and check out any demos or videos
they may be showcasing to help further define your
marketing messages and points of differentiation.
✖
DON’T let prospects leave empty-handed.
One thing’s for certain: people like free stuff. And
promotional products are inexpensive ways to extend
your brand messaging. On average, a promotional item
is kept for seven months with nearly two-thirds given
away to someone else.
2
✖
DON’T neglect the follow-up.
All of your efforts will
be for naught if you fail to nurture your leads. Post-show
mailers can be pre-packaged and ready to drop the
moment you return. Simply include a handwritten note
that’s relevant to each prospect to personalize your
communication. Prioritize and divide the leads among
your sales team, working the strongest ones first.
Let us know if you can use an extra set of hands. We
can help with pre-event direct mail promotions, on-site
signage, displays, printed brochures and promotional
products, as well as post-event email marketing,
fulfillment materials and more.
n
If you’re absent from exhibiting at your industry events
where you can spend valuable time with new prospects
and existing customers, chances are, your competitors are
right there to take up the slack.
In fact, the same CEIR study reveals that 72% of marketers
participate in trade shows to get leads from new buyers
and prospects, 65% are there to see current clients – and
more than half attend because their competition is there.
Here are a few dos and don’ts to help you make the best
use of time and drive the better return on your marketing
investment:
✔
DO your research.
Once you identified the shows
that are a good fit for your organization and target
market, get the list of event registrants. Drive interest
early through pre-show mailings that “tease” your special
offers, giveaways or demonstrations. Have a social media
following? It’s a cost-effective channel to generate “buzz.”
✔
DO invite current customers.
If personal meetings
have been few and far between, invite your existing
clients and have pre-set meetings scheduled prior to or
after the show in a meeting space away from distraction.
✔
DO take a critical eye to your booth or display.
How long has it been since you’ve replaced your
gear? If you’ve become a little too comfortable with
normal wear and tear, remember your prospects are
seeing it for the first time. Consider some of the newer
lightweight, fabric displays that set up easily and are
designed for portability.
✔
DO outfit your team in logoed apparel.
Make it
easy for booth visitors to identify your team of experts,
while promoting brand awareness as your staff walks to,
from and around the trade show floor.
11
1
Event Marketing Institute and Mosaic,
EventTrack 2014
2
Advertising Specialties Institute,
Global Advertising Specialties
Impressions Study
, 2014
90% of trade show
attendees have not
met face-to-face
with any companies
exhibiting at the show
in the 12 months prior
to the event.
Source: Center for Exposition Industry Research
