Tradeshow and Exhibit Thoughtleaders
Pre-show Promotion in the Age of Technology
Motivating exhibitors to promote their
presence at a trade show has always been a challenge. Some find
the benefits of pre-show promotion irresistible while others simply
give it lip-service and do not pursue the opportunity. But today, when an astonishing 76% of visitors attend a show or conference with a pre-determined agenda, ignoring the
power of a pre-show promotion campaign leaves one’s exhibit plan in peril.
In the past, an exhibitor
chose to publicize their attendance at a show or event from a variety of
options that included personal invitations, faxes, public relations
postcards, advertisements, and telemarketing. While there is still a strong argument for the continual use of some of these tools, technology has given us more options.
Let’s look at three:
A. Web Sites
Everyone has a web site;
your company, show management, suppliers, and the media. A considerable
effort has been invested into attracting traffic to these sites.
On your site, you can create a special banner for your home page promoting your participation in a show. On show management’s site, you often have the ability to include a listing
about your company with a link to your site. Your suppliers or the media may have opportunities for you to post information with links on their respective sites.
But simply placing a banner or advertisement with no incentive is missing the point. Your audience needs to be excited. Your web presence needs to appeal to a much deeper need
which will motivate them to action. This can be accomplished when you include such things as contests, draws, special events at your booth, and guest appearances by senior
executives, well- known industry leaders or product experts.
Use your web promotion to schedule appointments during show hours. This can be accomplished by having people register on-line for a personal product demonstration or chance
to meet one-on-one with a member of your sales team.
Creating a video is
relatively easy these days. All that is required is an inexpensive digital
video camera. You do not have to hire a director and film crew if your
budget is small –
C Social Media
1. Build your own group
2. Tap into existing groups
These three tools will
help promote your presence at a trade show, but don’t think that it’s
simply one or the other. A welldeveloped campaign will integrate all three
into one powerful
package that will help put your exhibit on the visitors’ must see list.
© 2011 by Barry Siskind