Trade Show Marketing

PART ONE: TRADE SHOWS AS AN ATTENDEE

Show Selection -: Identifying target industries; geographic considerations; assessing competition; gaining access.

Walking the Floor - Working the Floor: Contacting vendors; setting realistic targets; timing; getting the literature; magazine subscriptions; using the show program.

Pre and Post Show Actions - Mailers; phone campaigns; vendor pre-contact; vendor follow up; setting lessee and vendor appointments.

Vendor Relations and Joint Promos - The pros and cons of working their booth; developing "Marketing partnerships".

Learning Is Critical - Use the opportunity; key presentations; update industry knowledge; becoming an "expert".

PART TWO: TRADE SHOWS AS AN EXHIBITOR

Show Selection - Goal setting; industry specialization; geographical considerations; "pond size".

Setting Budgets - Advance planning; the overall marketing plan; "the 7% solution"; assessing break even; the concept of making a profit; assessing the intangibles.

The Image - Building traffic and stopping traffic; the 5-15 rule becomes the 3-10 rule; professional producers and trainers; uniforms and attire.

Overall Exhibit Costs - The booth; graphics and materials; travel and entertainment; special events; variable vs. fixed costs.

Space Cost and Selection - What to pick and why; guerilla tactics for better locations; paying for traffic flow; negotiating trade offs.

Rentals and Transportation Costs - Shipping vs. renting; choice vs. no choice; people moving ideas.

Booth Contents and Procedures - Equipment to have on hand; do's and don'ts; printed and other media; handout vs. mailing; who attends; schedules and rotations.

www.what? - Promoting your web site; making response and information gathering easy; proactive vs. reactive.

Analysis - Learning from each adventure; winners and losers; remembering the goals; planning ahead for better results next year.

Back to Top