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Compass Marketing
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Resources and Tips
 
Leveraging Trade Shows for Maximum Results


Trade Shows are powerful marketing tools when you have established a preset goal and effectively maximized presence at the show. Of course, follow-up is key to getting maximum results from a show, however, follow-up with no pre-planned strategy is weak at best.

Let's look at the key points of planning, implementation and follow-up.

  • Use your present client list to notify them of your up-coming appearance at an event. Of course email is an inexpensive tool, yet many overlook direct mail strategies like postcard invites, adding a notice in all out going mail, POP displays, etc.
  • Create a refer-a-friend program. Offer an incentive for the most referrals given or a draw for each referred friend that attends. Note: be sure to add all referred friends to your list.
  • Create a special section on your website to promote your appearance at the event.
  • If the sponsors of the event are using certain publications or websites to promote the event, be sure to investigate if whether there is an opportunity for your business to advertise.
  • Caution... be sure to stay within your planned budget. “Oh, did I forget to establish a budget for promoting the event?”

Have a budget set aside for promoting your appearance at the event!

  • Are there any newsletters of other businesses related to yours, that you can promote in?
  • Investigate using Google’s ad words to promote your attendance.
  • Be sure to offer a sign-up option on your site for those who would like to attend, but can not.
  • Be sure to promote any contests you may have and update your site after the event to announce the winners.
  • Audio and video are very powerful tools. Include demos, interviews and testimonials wherever you can: in your booth, on your website and the often overlooked audio CD handout.
  • Have your follow-up materials ready for the day after the show.

It has been shown time and again that...

1) very few plan in advance.

2) surprisingly, even less follow up after an event.

Be sure to prepare, implement and follow up.


Our consultants will help you choose the right item for your promotional needs.



With more than ten years experience, Concord offers a vast range of items and the expertise to help you choose the perfect product for your special event. Contact us today!


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