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Best Marketing Practices With Your Trade Show Exhibit

July 20, 2016

Top 3 Best Marketing Practices With Your Trade Show Exhibit

Businesses like yours spend heavily to exhibit at trade shows, yet many of those businesses fail to get the best return on that investment by skipping some best marketing practices for trade show exhibits. Some best practices are obvious, like making sure your booth team are professionally dressed, offering a welcoming appearance, and not eating in your booth. Other best practices are more subtle; such as gearing the front of your trade show booth toward marketing, and the rear of the booth toward sales. Still other important marketing practices are so long-used (and well-proven) that exhibit designers tend to cast them aside as old hat – using "New!" labeling on products, for example. There are many ways your company can realize bigger returns on your trade show exhibit investments. Below are three key marketing practices for trade show success: Practices that are often overlooked by exhibitors.
  • Pre-Show Marketing - Bringing in traffic to your trade show booth is great, but what really matters is bringing in qualified traffic. You can give your trade show marketing efforts a boost by taking a head start; begin your marketing well before the shows you'll be attending. Use email, social media, and postal mail to let your prospects know where you will be and when, and give them a few good reasons to seek you out. Tempt them with a little (but not too much!) information about any new product releases you'll be making and any specials you'll be offering; let them know if you'll be running a give-away; tell them about any special events happening at your booth, like demos, discussions, or guest appearances. Use your pre-show marketing campaign to not only notify prospects, but to invite them to come and take advantage of all you're offering.
  • Morning Warm-Up - Your team is your most effective set of marketing tools, so make sure they're all sharp and ready to go each day! Use the first day's morning meeting to get them pumped up and remind them of what you need to be doing using short, memorable phrases that will stick in their minds throughout the day. On subsequent days, use a sandwich technique to praise, critique, and encourage your team. Begin by saying what went right the day before, move into any issues that your team may have encountered and how, specifically, they could be handled better, then finish with encouraging and energizing words for the coming day.
  • Be Selective - It's tempting to hand literature and give-away items to everyone who comes to your booth, because the floor of a trade show creates an atmosphere that is, in many ways, carnival-like. It also feels easier to broom an unqualified visitor by handing them something as a parting gift. Train your team to resist this urge. Keep your literature and give-away items in the back half of your booth and only give them to people your team has determined to be qualified prospects. Partly, it's an issue of economy – why spend money on people who are not going to become buyers? But, the more subtle aspect is that you don't want your literature and giveaways to be the ones overflowing the recycle bins at the end of the day; do your best to make sure that your takeaways are in the hands of people who will be holding on to them.

Better Success With Best Marketing Practices For Your Trade Show Exhibit

Put these trade show marketing best practices to work in your booth, and you're likely to see an immediate improvement in your net results. By combining great booth design with a well-planned marketing campaign, your company can achieve its trade show marketing objectives right now, and achieve even greater goals in the future!

Best marketing practices with your trade show exhibit
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