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
- Sponsorship
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
- Hotel TV advertising
- Transit Advertising
- Show Daily Advertising
- Hotel Room Promotions
- Show Directory Advertising
- Sponsorship
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 kits.
Press kits should be mailed before the show, be available at the show and provided after the show to ensure maximum coverage. 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.
4. Organize A Visitor Competition.
People are wildly competitive. Throw in a chance to win a prize and you'll have
crowds flocking to your booth. 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
- Role competition plays in promotional efforts