Common Exhibit Marketing Mistakes:
Ten Tips on How to Avoid Them
by Susan Friedmann, CSP
The Tradeshow Coach
The key to great exhibiting is marketing. But marketing is a very inexact
science that leaves room for a multitude of errors to occur. The following
are 10 of the most common marketing mistakes that exhibitors often make.
Learn to avoid them and you will increase your chances for a successful
tradeshow.
1. Have A Proper Exhibit Marketing Plan
Having both a strategic exhibit
marketing and tactical plan of action is a critical starting point. In
order to make tradeshows a powerful
dimension your company’s overall marketing operation, there must
be total alignment between the strategic marketing and your exhibit
marketing plan. Tradeshows should not be a stand-alone venture. Know
and understand exactly what you wish to achieve - increasing market
share with existing users; introducing new products/services into existing
markets or into new markets; or introducing new products/services into
new markets. This is the nucleus on which to build. 2. Have A Well-Defined Promotional Plan
A significant part of your marketing
includes promotion – pre-show,
at-show and post-show. Most exhibitors fail to have a plan that encompasses
all three areas. Budget is naturally going to play a major role in deciding
what and how much promotional activity is possible. Developing a meaningful
theme or message that ties into your strategic marketing plan will then
help to guide promotional decisions. Know whom you want to target and
then consider having different promotional programs aimed at the different
groups you are interested in attracting. Include direct mail, broadcast
faxes, advertising, PR, sponsorship, and the Internet as possible ways
to reach your target audience. 3. Use Direct Mail Effectively
Direct mail is still one of the most popular
promotional vehicles exhibitors use. From postcards to multi-piece mailings,
attendees are deluged
with invitations to visit booths. Many of the mailings come from show
management’s lists and as a result, everyone gets everything.
To target the people you want visit your booth, use your own list of
customers and prospects--it’s the best one available. Design
a piece that is totally benefit-oriented and makes an impact. Mail
three pieces at regular intervals prior to the show, starting about
four weeks out, to help ensure your invitation is seen. Wherever possible,
use first-class mail. There’s nothing worse than a mailing that
arrives after the show is over. 4. Give Visitors An Incentive To Visit Your Booth
Whatever promotional
vehicles you use, make sure that you give visitors a reason to come and
visit you. With a hall overflowing with fascinating
products/services, combined with time constraints, people need an incentive
to come and visit your booth. First and foremost their primary interest
is in “what’s new!” They are eager to learn about
the latest technologies, new applications, or anything that will help
save them time and/or money. Even if you don’t have a new product/service
to introduce, think about a new angle to promote your offerings. 5. Have Giveaways That Work
Tied into giving visitors an incentive to
visit your booth is the opportunity to offer a premium item that will
entice them. Your giveaway items
should be designed to increase your memorability, communicate, motivate,
promote or increase recognition of your company. Developing a dynamite
giveaway takes thought and creativity. Consider what your target audience
wants, what will help them do their job better, what they can’t
get elsewhere, what is product/service related and educational. Think
about having different gifts for different types of visitors. Use your
website to make an offer for visitors to collect important information,
such as an executive report, when they visit your booth. Giveaways
should be used as a reward or token of appreciation for visitors participating
in a demonstration, presentation or contest, or as a thank-you for
qualifying information about specific needs etc. 6. Use Press Relations Effectively
Public relations is one of the most
cost-effective and successful methods for generating large volumes of
direct inquiries and sales. Before
the show ask show management for a comprehensive media list, and find
out which publications are planning a special show edition. Send out
newsworthy press releases focusing on what’s new about your product/service,
or highlighting a new application or market venture. Compile press
kits for the press office that include information about industry trends,
statistics, new technology or production information. Also include
good product photos and key company contacts. Have staff members at
the booth who are specifically assigned to interact with the media 7. Differentiate Your Products/Services
Too many exhibitors are happy
to use the “me too” marketing
approach. Examine their marketing plans and there’s an underlying
sameness about them. With shows that attract hundreds of exhibitors,
there are very few that seem to “stand out from the crowd.” Since
memorability is an integral part of a visitors’ show experience,
you should be looking at what makes you different and why a prospect
should buy from you. This is of particular concern with generic products
in your industry. Every aspect of your exhibit marketing plan, including
your promotions, your booth and your people should be aimed at making
an impact and creating curiosity. 8. Use The Booth As An Effective Marketing Tool
On the show floor your
exhibit makes a strong statement about who your company is, what you
do and how you do it. The purpose of your exhibit
is to attract visitors so that you can achieve your marketing objectives.
In addition to it being an open, welcoming and friendly space, there
needs to be a focal point and a strong key message that communicates
a significant benefit to your prospect. Opt for large graphics rather
than reams of copy. Pictures paint a thousand words while very few
exhibitors will take the time to read. Your presentations or demonstrations
are a critical part of your exhibit marketing. Create an experience
that allows visitors use as many of their senses as possible. This
will help to enhance memorability. 9. Realize That Your People Are Your Marketing Team
Your people are your
ambassadors. They represent everything your company stands for, so choose
them well. Brief them beforehand and make sure
that they know: why you are exhibiting; what you are exhibiting and
what you expect from them. Exhibit staff training is essential for
a unified and professional image. Make sure that they sell instead
of tell; don’t try to do too much; understand visitor needs;
don’t spend too much time; and know how to close the interaction
with a commitment to follow-up.
Avoid overcrowding the booth with company representatives. Have strict
rules regarding employees visiting the show and insist staffers not scheduled
for booth duty stay away until their assigned time. Assign specific tasks
for company executives working the show. 10. Follow-Up Promptly
The key to your tradeshow success is wrapped
up in the lead-management process. The best time to plan for follow-up
is before the show. Show
leads often take second place to other management activities that
occur after being out of the office for several days. The longer leads
are
left unattended, the colder and more mediocre they become. It is
to your advantage to develop an organized, systematic approach to follow-up.
Establish a lead handling system, set time lines for follow-up, use
a computerized database for tracking, make sales representatives
accountable
for leads given to them, and then measure your results. About the Author
Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid,
NY, author: “Meeting & Event Planning for Dummies.” http://www.thetradeshowcoach.com
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