- Plan completely
- Execute aggressively
- Follow-up thoroughly
Quick guide to planning:
1. What are you objectives, and how will you reach them?
a. Learning/teaching
b. Generating sales leads
c. Introducing new products
d. Selling to existing customers
e. Increasing name awareness
2. What message are you trying to communicate?
a. Define your message with three key points.
b. Develop each point with details.
c. Use clear, understandable language.
d. Use words that pint pictures.
3. Who is your target? Develop a target profile to help with prospecting and qualifying.
4. Read the exhibitor service kit.
5. Send in the required forms by the required dates. Look for carpet, electric, plumbing, furniture, floral and other booth accessory forms.
6. Finalize you approach to pre-show promotion – promoting attendance is a shared responsibility between show management and the exhibitors.
7. Develop a strategy for giveaways, contest or attention-getting devices.
8. Select booth staff. Staffers should:
a. Have a good attitude about participating.
b. Have a warm, friendly personality.
c. Have good product knowledge.
d. Be experienced in exhibiting.
9. Review the plan with everyone in the organization. Get commitment early in the planning cycle from all involved.
Pre-Show Promotion:
Show management is responsible for generating show traffic, but it’s a shared responsibility. You need to invite your target audience – existing customers, hot prospects, prospects who have been called on but not closed and prospects who haven’t been called on.
• Use show-supplied invitations
• Use your own printed invitations
• Use a post card
• Send a personal letter – followed by a personal phone call.
• Use telemarketing
• Have your sales personnel identify and contact targeted prospects individually.
Tips for direct mail:
• Tie you booth theme into your promotion.
• Use other than #10 envelopes – they’ll stick out more.
• Use a color other than white or manila.
• Hand write or type the address on the envelope. Don’t use a label – it looks like junk mail.
• Hand stamp envelopes – it looks more personal.
• Use a teaser on the envelope. “Inside there is a shameless bribe!” or something similar.
• Identify the show on the outside of the envelope. “Important information about XYZ Show inside.”
• Purchase the show’s mailing list – or rent a targeted mailing list from a reputable company.
Other places to promote attendance:
• Use publishers’ card decks.
• Use the show daily or show directory.
• Include show information in your company newsletter.
• Develop advertorials – articles about your company, product or service—that can be published just prior to the show.
• Use a banner in you trade press ads—“See us in booth 1010 at the XYZ Show.”
• Develop and send a press kit to all invited press.
• Invite the press to your booth, especially if you’re introducing a new product.
• Use billboards at or near the show site.
• Sponsor hospitality suites, coffee breaks or cocktail receptions.
