Monday, April 30, 2007

The Power of Trade Show Marketing

How many times have you been approached to exhibit at trade shows but declined? Exhibiting at trade shows can be a very powerful marketing weapon, but only if you understand who your market is and if these people will be attending the trade show in large numbers. Below are a few pointers to help target that audience and spruce up your display space to bring the best return possible.

Know your target customer. This is by far the most important principle in successfully building your business. You must be able to describe your prospective customer in as much detail and passion as you can describe your own product or service.

Once you’ve made the decision to be an exhibitor at a trade show, you need to find out who will be attending by getting a list of the registered participants from the organizer of the event. Your goal is to identify the highest level of prospects for your product because they are the most likely attendees. Once you have a list of the attendees, it’s important to contact as many of them prior to the trade show as you can.

Propaganda can be sent via a letter, an e-mail, or a report, or an invitation to a special session you’re planning to hold at the trade show. Give them a private consultation or demonstration if they come to your exhibit area. Invite them to join you for breakfast or lunch.

Then, find your strongest customer testimonials and have them blown up so you can display them in your trade-show booth.

The more things you can put in and around your booth to get attention, the more traffic you’ll draw. Your booth should be a center of energy and excitement. You don’t want a poorly planned trade-show booth that has a few dead-tired signs, a stack of business cards, and a couple of bored sales reps standing around. These booths attract no one.

Also, make yourself stand out at a trade show by playing a far more significant role than just being an exhibitor. For example, you could get the promoter of the trade show to give you special support or an endorsement and in return you give him or her a portion of your sales. Or you could arrange to have the promoter give you a breakfast, luncheon, or a cocktail party. You could also, have the promoter arrange for you to be a key speaker at workshop or seminar. By doing one or two of these things, it elevates you to the status of an endorsed expert.

Always have free items at your booth to give away. But make sure these giveaways are of genuine value for visitors. Instead of the conventional things like ballpoint pens, and notepads, give them things like a ceramic travel mug or a nice-looking desk clock. Or if you are a financial consultant you could give away a special report on the best investments for the coming year.

We believe the following article will enlighten and prepare you well for that next trade show exhibit display. Take these pointers to heart and you will learn quickly who your target customers are and more importantly how to make them your future customers. To turn that display space from a listing dud to one of energy by stocking it with a tabletop pop up booth, banner stand display, trade show panel displays, exhibit truss, custom fabric tension displays, or backlit graphic exhibits then look no further. A Smash Hit Displays is your one stop shop for the best trade show equipment in the market place.

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