Ten Tips on How to Avoid Them

Author: Susan Friedmann, CSP
URL: http://www.thetradeshowcoach.com
Author's Email: info @ thetradeshowcoach.com

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.

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake
Placid, NY, author: "Meeting & Event Planning for Dummies,"
working with companies to improve their meeting and event
success through coaching, consulting and training. Go to:
http://www.thetradeshowcoach.com to sign up for a free copy of
ExhibitSmart Tips of the Week.

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