By John Hicks M.IDM of Headline Promotions, Press & PR
Exhibitions and 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 maximise your success and your investment in these events, 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.
1. Decide on a pre-show promotional strategy. How are you going to let your target audience 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 (yours and the event organiser’s site)
Sponsorship
Whatever the event, look at what speaking opportunities it creates. Can you put forward someone to speak at the event seminars? If not, can you run one of your own within the venue or at a local hotel?
2. 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 & Advertising Van Billboards
Hotel TV Advertising
Bus and Train Station Advertising
Show Daily Advertising
Hotel Room Promotions
Show Directory/Catalogue Advertising
Sponsorship e.g. sponsorship of the VIP Area
Parking branded vehicles in the car parks
Promotional Literature in event Goodie Bags
But above all, consider the look of the stand and the staff on it. Make sure the image created is the one you wish to give! Above is a photograph I took at Southern Manufacturing 2006, which attracted great interest!
3. 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 packs (see my separate blog on this topic).
Press kits can be mailed before the show, be available at the show or mailed out after the show to ensure maximum coverage. The event organiser should give you a list of the media contacts to add to your own media list.
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. My advice is that you should only use press conferences when you have engaged the services of a PR consultant to manage it for you – at worst you might otherwise have no journalists turn up, at worst you could end up gaining some negative coverage!
4. Data collection. ”Data is gold” – we pay a fortune to buy in data lists but, often, we miss out on opportunities to collect it for low cost. So, at your next exhibition why not run a competition.
People are wildly competitive. Throw in a chance to win a prize and you'll have crowds flocking to your stand but remember that 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
How data is to be collected – even if just inviting business cards
What data is required without putting people off
Quality of the promotion material on the stand
Remember to ask if the event organisers will include reference to your competition in their literature and pre-event press releases.
And do yourself a favour. I have been to some stands where the exhibitor has a scrappy piece of paper announcing the competition - or an equally scrappy clipboard which people are asked to use to sign up – it reflects badly on that exhibitor so make sure yours looks credible.
5. Decide on Giveaway Items. Giveaway items or 'freebies' with your logo on them such as fluffy bugs will attract interest – especially the amateur brochure hunters – and are useful to promote your brand. But, they are not of primary significance in your marketing plan.
For serious enquirers or invited prospects, then consider something more expensive which will enhance your corporate image, will be used regularly by your target audience and keep your company logo in regular view.
Avoid items that will be passed along to children, such as cuddly toys, or are so insignificant that they are likely to be tossed. Four things to remember about giveaway items:
Giveaway items should reinforce your marketing message
Make your giveaway business oriented
Don't be trendy! It is better to be unique and cutting edge.
Toys and gimmicky gizmos are always, always, always passed along to children.
Unless your primary buyers are still in preschool, avoid them.
6. Plan Hospitality. As more and more companies begin to do business on a global scale, marketing strategies change. Buyers from the US, across Europe and Asia expect a certain amount of hospitality at trade shows. In fact, these features are an integral part of the international business scene.
Many relationships that begin in 'social' environments flower into profitable business. Consider if any of the following will work for you:
Hospitality Suite
Meal Style Events
Sponsorship
If you have cultivated any special relationships with journalists, then remember to arrange for senior executive(s) to enjoy some hospitality with them as well.
7. "The devil is in the detail!" More often than not, it is the little things that can stymie the most well-intentioned promotional efforts. Attendees will easily get frustrated and walk away if what they perceive as a minor need cannot be met - and they won't be walking away with a good impression. For that reason, make sure the following matters are attended to:
The stand number must be clearly printed on all promotional material. People cannot visit you if they cannot find you.
Extra supplies of literature, catalogues, and sales material should be available.
Clear, concise, and correct information must be listed in the show guide.
Adequate supplies of visitor tickets, free passes to hospitality suites or events, and similar items should be on hand.
That your staff are fully briefed!
I hope you have found this article useful. If you have any comments or suggestions for areas I could usefully cover here, please e-mail me at john@headlinepromotions.co.uk.
Headline Promotions, Press & PR run workshops on maximising the effectiveness of investment in exhibitions and trade shows, please e-mail John if you would like further details.
