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It s Show Time

If you are thinking of reaching out to the public directly and display your brawn what better than trade shows. Trade fairs are turning out to be a platform that provides the opportunity to talk to the consumers directly with an added prospect of increase in sales. Trade shows are all about promotion. You are strategically planning to present your goods and services to a specially targeted audience, in order to meet clearly defined goals and objectives. To maximize your success, however, it is imperative to make promotional efforts above and beyond merely showing up at the next event. Begin these pre-show efforts six to eight months before your next event.

Decide on a pre-show promotional strategy

  • How are you going to let your target audience know what shows you will be attending and what you will be presenting? Options include:
  • Personal Invitations
  • Advertising in trade publications and local media
  • Direct mail
  • Telemarketing
  • Public Relations
  • Web Site
  • Sponsorship

Plan on-site promotional activities

  • This will include any efforts you make to promote your presence at or around the show. Options include:
  • Airport Advertising
  • Billboards
  • Hotel TV Advertising
  • Transit Advertising
  • Hotel Room Promotions
  • Exhibitors Directory Advertising
  • Sponsorships

Reach out to the media

  • Editorial coverage is worth its weight in gold. To entice media outlets to cover your company's promotional efforts, you have to provide a newsworthy angle. Give the reporters something to write or talk about. Make this 'hook' the focus of your press kits. Press kits should be mailed before the show made available at the show and provided after the show to ensure maximum coverage. Two main ways to reach out to the press are:
  • Press Releases
  • Press Conferences
  • Remember to only use press conferences when you have new information to share with your target market. You will make the media very unhappy if you share old stuff.

Organise A Visitor Competition

  • People are wildly competitive. Throw in a chance to win a prize and you'll have crowds flocking to your booth. Visitor competitions require some careful planning. Everything that happens at your exhibit must reflect your marketing goals and objectives. Competitions should be consistent with the corporate image you want to portray. For example, a game show style trivia contest may be far more appropriate than a karaoke stage. Prizes should tie in to your products and services in an effort to attract more qualified leads. Items to consider include:
  • Type of competition
  • Prizes to be offered
  • Compliance with local rules and regulations
  • Compliance with show regulations
  • Staffing for the competition
  • Duration of the competition
  • Role competition plays in promotional efforts
  • And next is what you will have the desired footfalls. Definitely neighbours envy, owners pride.
  • (contributed by events & exhibitions team)
 

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