Beyond a booth and giveaways

Trade shows are amongst the most expensive sales and marketing tactics, and your time at a show doesn’t deliver immediate sales results. Yet exhibiting and participating in the right shows should remain part of most organizations’ plans.

Effective trade show marketing starts way before the show begins. Here are six tips to make the most of trade shows:

Six ideas for effective trade show marketing

1. Do more than exhibit: Become a speaker on the agenda, moderate a breakout session, host an invitation-only event for key customers within the show timeframe to preview your new offerings
2. Pre-communicate: If the show requires people to pre-register, get a list. Email or direct mail registrants, plus your own customers and prospects, giving them a reason to stop by your booth (see a new product, get a free guide).
3. If you’re unveiling a new product or demonstrating something for the first time at the show, let media reps know about it in advance and have media kits and interview opportunities available.
4. Distribute promotional items separate from your actual display area to drive participants to your booth (candy-seekers only want candy; unless you’re a candy manufacturer, find a more lasting, relevant item).
5. Capture information from your prospects. Utilize surveys, kiosks, or mobile marketing to capture information to feed into your CRM system.
6. Don’t expect immediate sales; Expect to nurture prospects: Subscribe them to your e-newsletter, invite them for a tour, schedule a capabilities presentation.

Are you doing any of these already? Do you have any other ideas or strategies to add to the list?

Photo courtesy of Eyeliam.