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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.
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