Thursday, May 31, 2007

Get them before they get there

Today's subject broaches the proactive idea of target-marketing trade show attendees before they get to the show.
Some exhibitors believe the old adage the biggest booth, the wackiest events and the most promotional giveaways will draw the largest crowds of buyers. Well, they might draw crowds, but they won't necessarily be qualified buyers. Well, they might pull a large number of people but they might not necessarily attract the right customers to your booth.
To make sure you draw the "right" people to your booth, you should begin promotion well before the show opens. Studies suggest the most effective tradeshow promotions are two-part promotions -- one part before the show and one part at the show. This will help narrow your focus and attract the "right" customer. The list can be created from the pre-registration list, your existing client or customer list. Definitely target those people.
As an example, once you've chosen the target audience, send a mailing that will draw them to your booth. Remember, though, the product needs to tie in with the theme of the mailing, which should be consistent with the theme of your at-show promotion.
The objective of any pre-show mailing should be to get the prospects into your booth for a qualifying dialogue. Just getting them there, without getting the opportunity to talk to them, doesn't accomplish your goal.
Another idea offered by our author would be to send out an egg timer to a select group of show attendees along with a card asking for a few minutes of their time at the show. You could scribe that should they offer you some of their time while at the show, you'll present them with a elegant timepiece (clock or watch) after they meet with you. Again, it's important to make sure that the idea of time and the related products fit the consistent marketing message your company is imparting.
A Smash Hit Displays offer many tips on a weekly basis to arm our customers with as much trade show knowledge as possible. We also offer a wide array of trade show products to enhance your booth space: table top displays, tradeshow banner stands, 10 pop up display, trade show signage, trade show booth truss, entasi exhibits, and custom logo carpets.

No comments: