Four
Keys to Making the Most of Your Tradeshow Experience
By Susan Young, President, AimFire Marketing
March 2006
Spring
is the time for tradeshows. I have been helping one of my
clients, Citizens Mechanical Services, with three tradeshows so
far this month. Tradeshows are a lot of work, from designing
your booth graphics to conducting pre- and post-show marketing.
But what better way to generate brand awareness and attract
highly qualified leads to your company than an industry
tradeshow? And even though they are a lot of work, tradeshows
can be a cost-effective and profitable way to market your
business.
Here are four key ways to make the most out of your tradeshow
experience:
-
Don't
spend a ton of time on your booth graphics. You want to
have a brand presence at the show, with your logo or
business name displayed prominently. Highlight your main
benefits and services on the booth, but keep in mind that
most attendees don't actually spend time looking at your
booth graphics, but in talking to your booth
representatives. Save most of the marketing messages for
your brochures and other handouts.
-
The
early bird gets the best booth space. Sign up early to
exhibit at tradeshows so you can have your pick of the prime
exhibitor spaces, which are typically high-traffic areas
near entrances, on corners or off main aisles. This can make
a significant difference if you would like to attract a
greater number of people to your booth or if you want to
generate great brand awareness.
-
Get
into the tradeshow theme. If a prospective tradeshow has
a theme (such as Casino night or Secret Agent), play up that
theme by having your booth representatives dress up in
costumes. This attracts a lot of attention, and if anything,
can get people to stop in their tracks.
You can also place themed props around your booth,
coordinate special offers or giveaways around your theme, or
create marketing handouts that incorporate the theme of the
show. This will help to create a more memorable experience
of your company for attendees.
-
Beware
of the giveaways. I received this tip from a colleague
of mine, Aaron Root, who has his own tradeshow consulting
practice, Root
Words Consulting. Prize drawings can be a good way to
generate traffic to your booth, and many tradeshows even
require exhibitors to donate a prize. But keep in mind that
when you do this, you are taking the focus off of your
company, and you may attract only persons interested in the
giveaway. The same holds true for promotional items with
your logo, such as pens, mugs or notepads. Try to reserve
these items for the truly qualified folks who spend some
time in your booth and have a genuine interest in your
product or service.
There
are many other ways you can use tradeshows and conferences to
your advantage. You can exhibit at a show for as little as $100
(plus booth and marketing) or simply offer to be a guest speaker
for an industry conference.
Be sure to incorporate some of the above strategies to
ensure success at your next tradeshow or event.
Susan Young
is president of Aim Fire Marketing, an Indianapolis-area
marketing, public relations and website strategies firm that
works with growing companies to implement effective marketing
communications plans. You can contact Susan and learn more about
Aim Fire Marketing by visiting www.aimfiremarketing.com.
©
Copyright 2006 - Aim Fire Marketing. You can reprint this
article on your website or newsletter by including this and the
above paragraph.
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