Tips to Identify and Attract the Right Buyers
to Your Booth
Your Show as Part of Your Company's Marketing Mix
"Your trade show must be part of your company's marketing continuum. Shows are marketing events bracketed by all type of marketing done before and after,” says Julia O'Connor of Trade Show Training. “When you think of a trade show as a one-time thing, your company loses momentum in the marketplace."
TIP: Build your pre-show marketing plan on and around your company's overall marketing plan.
Pre-show Marketing Works
Here is proof that your company's investment in pre-show marketing will result in better booth traffic at your next Diversified show:
- Direct mail motivates 53% of previous show attendees and 29% of newcomers to visit your booth
- The frequency of mailings increases booth attendance; your first mailing will get a 25% response, but sending three mailings to the same audience will increase your response rate to 75%
- 33% of attendees visit a booth in response to an advertisement
- Exhibitors that advertise attract 56% more attendees than exhibitors that do not advertise
Source: Center for Exhibition Industry Research (CEIR)
TIP: Make sure you code every marketing piece you send out so you can track its response rate.
TIP: Consider a tiered pre-show marketing campaign. Mail or give your "A" customers and prospects a three-dimensional piece with a VIP registration ticket; mail your "B" list a letter of invitation and a VIP registration ticket; and mail your "C" list a postcard.
Creating and Scheduling an Effective Pre-show Marketing Campaign
Refer to your new Exhibitor Marketing Guide for tips on how to create, and when to implement, your company's pre-show marketing campaign:
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