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Exhibit Marketing: How To Get
Better Results With Pre-Show
Planning
Better Results With Pre-Show
Planning
So, you’ve chosen a show to showcase your business. You’ve
done your homework in researching your chances for success
at this show. You know who the targeted audiences and
how many attendees are expected, the show’s focus, how
the show is marketed, where the show is held, who the show
hosts are and what their responsiveness and support will be,
show restrictions, who the other exhibitors are, and have
reserved the best possible location.
Next, you’ve probably taken into account your show goals,
the approach you and your team will take while at the show,
and the costs involved.
Now you are ready to create your pre-show marketing plan.
Following are areas to define while preparing for your exhibit:
1. Drivng Traffic To Your Booth
Aside from what the show hosts have planned in building
show attendance, it is still your responsibility to attract
qualified buyers to your booth and to achieve your own sales
goals. Let me repeat: It is your responsibility to attract
qualified buyers to your booth and to achieve your own sales
goals.
Let everyone in your sphere of influence know that you are
exhibiting and what you’re offering at the show. Send
information about the show and your booth to show
attendees (if a show list or program is available), your
customers, your prospects, and the media.
Develop and communicate your value at the show. Use this to
create buzz while at the show to attract show attendees
2. Marketing Your Exhibit
There is a host of promotional activities you can partake in to
help you achieve your show goals. Most exhibitors will send
out a direct mail piece, post announcements on their website,
in their newsletter, maybe place an ad in the show program,
and stop there feeling that they’ve done their part in
promoting their booth.
Fact is, they’ve only skimmed the surface in promoting their
booth. Remember the value you’ve developed for yourself to
promote at the show. Use this message and blog about it on
your webpage and on other blogs. Invite local readers to the
show to see you. Use social media websites where you host
your profiles and announce where you’ll be and what you’ll
be offering at the show. Create a news worthy story and
announce it to the media on the opening day of the show.
Make yourself available to be interviewed at your booth. Use
your JVs (Joint Ventures: see my article How To Double Your
Exposure And Profits By Using Joint Ventures) to advertise
and get the word out about your exhibit, your value message
and your booth offer. Use your advocates the in the same
manner. Ask that they forward your newsletter
announcement to their core sphere of influence.
Hopefully this list of opportunities have inspired other ideas
of your own.
3. Show Script Development
Now that you’ve created your booth marketing plan, you’re
ready to create your show script or sales pitch. Remember to
concentrate on your value message during development and
delivery. Focus on your features and benefits last. What’s
the difference?
Here’s an example:
Hitachi Cordless Drill DS18DFL comes with a two-piece
magnet motor that produces 374 in/lbs of torque (feature) to
power through even the toughest jobs (benefit) which means
that you spend less time (value) fighting with the drill and
screws to accomplish your goal.
Include questions to ask in your script that will help you
qualify your booth visitors. These questions should be open-
ended questions that engage attendees and do not result in
– yes/no – answers.
Develop a couple of scripts and test them out. Use the one
that captures more attention, create the bigger interests in
what you’re offering, and receives more attendee interests.
4. Lead Generation Plan
Next, plan how you will collect contact information from
attendees visiting your booth. Will you be collecting contact
information from everyone that visits your booth or will only
from the ones that qualify? What specific contact info do you
want to collect? Keep in mind that if your form is lengthy or
too personal, the less likely attendees will want to
participate. Then, create a follow up plan to contact booth
attendees after the show.
Plan and implement the steps outlined above and you’ll
greatly increase your chances for a successful exhibit at any
show.
And now, I’d like to invite you to download the Exhibit
Marketing: How To Increase Your Show ROI Telesemianr .
This teleseminar will give you additional tips on exhibit
marketing such as goal setting, specific booth attraction
ideas, how to determine show success, and post-show
marketing tips. Click here to download this teleseminar today.
About The Author:
Ann Albergotti is an entrepreneur and marketing expert with
over ten years of marketing, sales, and public relations
experience. In addition to consulting small businesses in their
marketing efforts, Ms. Albergotti is a presenter, often
speaking at local associations and business groups on
various marketing topics. To contact Ms. Albergotti, visit www.
platinumarketingsolutions.com.
done your homework in researching your chances for success
at this show. You know who the targeted audiences and
how many attendees are expected, the show’s focus, how
the show is marketed, where the show is held, who the show
hosts are and what their responsiveness and support will be,
show restrictions, who the other exhibitors are, and have
reserved the best possible location.
Next, you’ve probably taken into account your show goals,
the approach you and your team will take while at the show,
and the costs involved.
Now you are ready to create your pre-show marketing plan.
Following are areas to define while preparing for your exhibit:
- Driving booth traffic
- Marketing your exhibit
- Show script development
- Lead generation plan
1. Drivng Traffic To Your Booth
Aside from what the show hosts have planned in building
show attendance, it is still your responsibility to attract
qualified buyers to your booth and to achieve your own sales
goals. Let me repeat: It is your responsibility to attract
qualified buyers to your booth and to achieve your own sales
goals.
Let everyone in your sphere of influence know that you are
exhibiting and what you’re offering at the show. Send
information about the show and your booth to show
attendees (if a show list or program is available), your
customers, your prospects, and the media.
Develop and communicate your value at the show. Use this to
create buzz while at the show to attract show attendees
2. Marketing Your Exhibit
There is a host of promotional activities you can partake in to
help you achieve your show goals. Most exhibitors will send
out a direct mail piece, post announcements on their website,
in their newsletter, maybe place an ad in the show program,
and stop there feeling that they’ve done their part in
promoting their booth.
Fact is, they’ve only skimmed the surface in promoting their
booth. Remember the value you’ve developed for yourself to
promote at the show. Use this message and blog about it on
your webpage and on other blogs. Invite local readers to the
show to see you. Use social media websites where you host
your profiles and announce where you’ll be and what you’ll
be offering at the show. Create a news worthy story and
announce it to the media on the opening day of the show.
Make yourself available to be interviewed at your booth. Use
your JVs (Joint Ventures: see my article How To Double Your
Exposure And Profits By Using Joint Ventures) to advertise
and get the word out about your exhibit, your value message
and your booth offer. Use your advocates the in the same
manner. Ask that they forward your newsletter
announcement to their core sphere of influence.
Hopefully this list of opportunities have inspired other ideas
of your own.
3. Show Script Development
Now that you’ve created your booth marketing plan, you’re
ready to create your show script or sales pitch. Remember to
concentrate on your value message during development and
delivery. Focus on your features and benefits last. What’s
the difference?
Here’s an example:
Hitachi Cordless Drill DS18DFL comes with a two-piece
magnet motor that produces 374 in/lbs of torque (feature) to
power through even the toughest jobs (benefit) which means
that you spend less time (value) fighting with the drill and
screws to accomplish your goal.
Include questions to ask in your script that will help you
qualify your booth visitors. These questions should be open-
ended questions that engage attendees and do not result in
– yes/no – answers.
Develop a couple of scripts and test them out. Use the one
that captures more attention, create the bigger interests in
what you’re offering, and receives more attendee interests.
4. Lead Generation Plan
Next, plan how you will collect contact information from
attendees visiting your booth. Will you be collecting contact
information from everyone that visits your booth or will only
from the ones that qualify? What specific contact info do you
want to collect? Keep in mind that if your form is lengthy or
too personal, the less likely attendees will want to
participate. Then, create a follow up plan to contact booth
attendees after the show.
Plan and implement the steps outlined above and you’ll
greatly increase your chances for a successful exhibit at any
show.
And now, I’d like to invite you to download the Exhibit
Marketing: How To Increase Your Show ROI Telesemianr .
This teleseminar will give you additional tips on exhibit
marketing such as goal setting, specific booth attraction
ideas, how to determine show success, and post-show
marketing tips. Click here to download this teleseminar today.
About The Author:
Ann Albergotti is an entrepreneur and marketing expert with
over ten years of marketing, sales, and public relations
experience. In addition to consulting small businesses in their
marketing efforts, Ms. Albergotti is a presenter, often
speaking at local associations and business groups on
various marketing topics. To contact Ms. Albergotti, visit www.
platinumarketingsolutions.com.
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Copywrite
| Platinum Marketing Solutions. All Rights Reserved |
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By: Ann Albergotti
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