Features and tRends

(December 2008)

PLAN YOUR INTEGREATED TRADE SHOW PROGRAM

TO BOOST ROI

By Monica Cubbage


There is one reason that tradeshows attract droves of people each year from all over the world: personal contact with a pre-qualified target audience. In order to capitalize on this opportunity and yield the highest return on investment, businesses must develop a well-thought out game plan and stick to it. Incorporating aspects of an integrated marketing program including public relations, advertising, direct mail, and web-based initiatives will help ensure the best overall trade show program success.

Pre-Show Planning
Establish meaningful goals
First, you must have a clear set of reasonable objectives and a step-by-step plan designed to achieve them. Begin by outlining exactly who you expect to reach and what you wish to accomplish at the industry event. Also, remember to have a back-up plan for those unexpected surprises. Something might not work out exactly as planned in the booth or a vendor may not deliver and you need to be ready to spring into plan B.

Set realistic timelines
Prepare in advance and arrange priority appointments ahead of time. Develop a strong media relations plan to draw traffic and key media professionals to your booth. Also be sure when targeting the media to have specific messaging including a comprehensive press kit tailored specifically to them. Taking the extra time to customize your efforts to your audiences will pay big dividends.

Set a budget
Aim to gain the greatest ROI from your effort and expenditure. While limiting your spending can be very important to your already overstretched budget, investing perhaps just a little more on a show effort can go a long way in garnering results. Consider the ROI and evaluate the cost/benefit ratio to determine the optimum mix.

Build Traffic
There are many ways to utilize interactive marketing strategies to draw crowds to your booth. Identify those shows you will be attending each year on your website and be sure to include a link to the show’s site as well. Make use of downloadable maps, booth information and new product spotlights on your site will help generate buzz and create excitement around each show. Obtain pre-registered attendee list and develop e-blasts and contest outreach programs.

At-Show Implementation
Choose the right people
Transform your tradeshow blueprints into action. Ensure the entire team working the booth is well trained to fully represent your company. Let your Public Relations team conduct media training to all staff for consistent messaging points. Generating leads and securing sales is a team relay, not an individual sprint. As the economy faces hard times, people still need to do business and are looking for companies who are knowledge leaders with a team that they can trust. Being able to instill confidence in buyers is critical.

Interact
Attend networking events, seminars, parties and awards ceremonies. These events allow you to get invaluable face-to-face contact with decision makers and key press representatives. Keep in mind that key customers and prospects will be roaming the floor looking for the best products and services on the market. According to Exhibit Survey’s, 82 percent of booth visitors are interested in the product or service displayed. This is an ideal time to get direct feedback from customers on how they view your brand

 

Booth Design
Choose the best type of exhibit booth that meets your promotional needs and budgetary requirements. Incorporate unique features such as hanging displays, web cams, and product demonstrations that will drive traffic to your space. Attract visitors by appealing to all five senses. Have products available to touch, try out and create an experience that can only be felt in person. Don’t be afraid to hold cooking demonstrations, offer snacks or hosting mini booth parties.

Effectively utilize flyers, banners, and lighting to heighten visibility and drive sales. Make use of giveaways and in-booth premiums as they can strengthen your company’s image and increase brand awareness.

Post-Show Wrap-up
Diligent follow-up
The final step in ensuring you get the most out of your tradeshow experience is the follow up. This is the most crucial activity, yet ironically, is the one most often overlooked. Whether it’s sending a simple handwritten note or fulfilling a promise to send printed materials, meticulous follow through is vital to building long-lasting relationships and keeping the line of communication that began with a dialogue at the show, open for the future.

Whether it is your first show or your eleventh, plan ahead to implement a comprehensive effort and to follow-up with every contact made. Brand contact event success comes to those businesses that plan for all stages of the tradeshow experience by following these simple guidelines. You simply can’t afford to be “out of sight, out of mind” when it comes to the customer and the competition.

Want more information about how you can make the most of your tradeshow experience? Contact Steve Kleber at 770.518.1000 or by email at sk@kleberandassociates.com. Be sure to check out K&A’s report from the upcoming International Builders’ Show in January on www.kleberandassociates.com!


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