Trade Show Marketing

(MK-285)

If trade show exhibition is a significant tactic within your sales and marketing strategy, then you know how the planning and execution of trade show marketing can be more expensive and time consuming than other marketing campaigns.

Effective trade show marketing requires so much upfront preparation and after-show follow-up that the time spent at the actual exhibition or conference is only a fraction of the total time required for a successful trade show marketing campaign.

However, the rewards of proper planning and execution for your trade shows can be a steady flow of sales throughout the year. Because the sales cycle varies amongst customers, leads generated via a well-planned trade show marketing campaign can produce sales over a long period of time if the relationships are handled properly.

Trade Show Marketing Campaign

To make the most of your trade show marketing investment, be sure to include these steps in your planning process:

Pre-Trade Show Planning

• Determine the best trade shows to attend based on a comparison of the attendee demographics with the demographics of your targeted markets
• Develop your trade show goals and strategies
• Advertise in show-related issues of trade publications
• Acquire the pre-registration list for pre-show direct mail and/or email campaigns to pique the interest of attendees
• Distribute pre-show press releases and articles about the products you will feature at the trade show
• Prepare your web site to correspond to your trade show strategies and featured products
• Develop print collateral for distribution at your trade show exhibit booth
• Determine if promotional giveaway items are appropriate for your strategy
• Design exhibit booth graphics and signage to enhance your strategic message and capture the attention of exhibition attendees

Activities During the Trade Show

• Make an educational presentation at the conference to establish your expertise and gain significant visibility within your industry
• Consider sponsoring a hospitality suite as a means of gaining exclusive time with important prospects and existing customers
• Sponsor trade show events and/or seminars
• Consider in-room promotions for out-of-town attendees
• Develop press room materials and network with trade publication editors
• Determine if in-booth premiums, drawings and contests will complement and enhance your prospecting and sales strategies

Post-Trade Show Follow-up Acton Items

• Add all leads gathered at the trade show to your prospect database
• Create a post-show marketing campaign to re-establish relationships that began at the exhibition
• Implement outbound calling campaign to qualify the leads acquired at the trade show
• Develop and distribute a newsletter to maintain top-of-mind awareness throughout the year
• Pursue industry exposure through ongoing public relations campaign

Affordable Trade Show Marketing

Thompson/Kerr Displays takes pride in being able to help you make a big splash at trade shows without making a big dent in your marketing budget. We offer many cost-saving trade show booth and exhibit products that can fulfill any display need while staying within your trade show marketing budget.

We can also provide the full range of trade show exhibit management and trade show support services that let you focus on your strengths: production, sales and distribution.

For information about how our trade show exhibit booth design and production services can give you a competitive edge, call one of our experienced sales representatives at 317-915-1500 (toll free 800-580-8161), send us an email or submit the Contact Us form.