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| By Julia O'Connor |
| Source: ClickPress.com |
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| There’s a unique rhythm to a trade show whether it is four hours or 14 days long. Time is short, action is compressed, and corporate expectations are high – sometimes too high. The rhythm of a show depends on the location, show sponsor and management, educational components, the industry, the economy – and most of all – the energy of your exhibit, staff and buzz. Marketing plays a major role in determining the rhythm a company puts into its trade show efforts. |
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| Here are a few Marketing questions to consider… |
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| • Do you know this year’s six design trends for exhibits? |
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| • Did you send out a postcard or e-mail that said "We’re in Booth 2345 – come visit us"? |
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| • Do you ask folks to fill out a prize card to bring to the show? Boring. Where is the incentive? |
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| • Is your give-away a "done-away-with" item? |
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| • Did you spam from purloined lists yet forget to notify your clients? |
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| • Is the show listed on your site? |
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| • Is there a photo of your exhibit – so folks know what to look for? |
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| • Did you invite people to make appointments before the show? |
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| • Are you incorporating RFID and TXT in your marketing and sales? |
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| • Who selects the staff for the show? Do they care? |
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| • Do you know the magic words to include in your promotion, pre-show webinar, podcast, TXT and plain old letter? |
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| • What are you doing for post-show marketing? Oh, no - not that dreaded "Thank you for visiting us in Booth 2345 six months ago. |
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| • Use drama and flair to have your business stand above the competition. |
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| Trade shows still continue to be big business for all businesses. According to The Center for Exhibition Industry Research (CEIR), business-to-business spending for trade shows is third to advertising and promotion. In a world of websites, emails, and voice mails, trade shows offer one of the true opportunities to build relationships with face-to-face contact. Something every business can use a little more of. |
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