I have been researching booth pricing at trade shows, you know, the standard 10x10
with pipe and drape, a table, two chairs, and possibly a trash can. What is interesting is
that the pricing varies depending on the event, who’s putting it on, and what the
exhibitor can get out of the event while on site. As an example, RootsTech 2019 will
have 10x10 booths for $800, which comes out to three cents per attendee, a bargain in
comparison to almost any other event. FamilySearch recently exhibited at the American
Library Association conference and a 10x10 booth is $2775. With an estimated 16,000
attendees, that’s 17 cents per head. (FamilySearch has a 20x20 booth, an island with
four open corners, at $200 per corner; that comes to 74 cents per attendee. Yikes!!)
Granted, not every attendee will even pass by your booth, but there are so many ways
you can reach out to wring the most out of every dollar you spend for the event. And the
actual event time is a small part of your total marketing effort to promote your business.
An excellent article published online by GES, one of the largest exhibition decorators,
gives some great ideas for pre-, during, and post-event marketing. The full article can
be viewed here, but I’ve extracted some highlights below.
What is Trade Show Marketing?
Trade show marketing refers to an exhibition where companies in a specific industry
showcase and demonstrate their new products and services. Trade shows are normally
only open to those people who register, company representatives or members of the
press. With this type of audience, these events facilitate meaningful conversations
between companies, competitors and consumers alike.
Trade shows have often been viewed negatively throughout their history — events filled
with endless booths, folding tables and chairs, desperate salesmen, and cheap
promotions. To remedy the problems of the past, innovative marketing strategies have
become the main pillar of a successful event. Today’s trade shows offer never-before-
seen showcase spectacles. Glitz and glamor dominate as companies invest significant
resources to amaze attendees with creative productions.
Major trade shows around the globe may feature anything, like performances by famous
musicians, innovative multimedia exhibits from the largest corporations in the world,
keynote speeches from influential tech influencers, and all of the energy and excitement
of a Hollywood movie premier to boot.
Sounds like fun, right? Now that you know some background, let’s discuss how you’ll
develop your trade show marketing campaign.
Setting Up Your Trade Show Marketing Campaign
Phase 1: It All Starts with a Plan
You shouldn’t rush something like this — you need meticulously comb through every
detail before launching a trade show campaign. Take a systematic approach your sales
goals and marketing objectives. Use the following steps to build a foolproof plan.
1. Use The Information At Hand
2. Develop Your Budget
Budgeting properly is crucial to your overall success. There are plenty of things you’ll
need to cough up some cash for. You should leave space in your budget for some of
these items:
- Rent
- Custom booth design or booth rental
- Exhibition pavilion layout
- Vantage point
- Promotional giveaways
- Celebrity appearances
- Event advertising
- Employee salaries
- Accommodations, meals, taxis, etc.
3. Run a Cost-Benefit Analysis
4. Settle on a Sensible Timeframe
5. Conduct In-Depth Audience Research
Phase 2: Prep for the Show in Advance
When preparing for a show, there are a number of moving parts that need to work
together to create a successful presentation. Preparing your team well in advance is
imperative to your success. Here are the steps to make sure that you have everything in
order.
1. Act Out Scenarios
2. Advertise Your Event
There are several solid options for advertising your trade show. For example, you could
rent out a half- or whole-page ad in an industry trade publication offering a discounted
rate. Or you could get on Google and try targeting some specific conference-related
search queries with AdWords.
3. Conduct a Dress Rehearsal
4. Outsource Services if Needed
Phase 3: Shine Bright or Burn Out — Showtime has Arrived
Now is the time to put months of planning to the test. As an exhibitor, you need to be on
the ball like never before. Here are the steps you need to take to make sure that your
show goes on without a hitch.
1. Make a Good Impression
2. Build a Warm Relationship
As an exhibitor, it’s your job to be the face of the brand. You don’t want to come off as
cold, off-putting, neglectful or unfriendly, do you? Try warm selling instead of cold
selling. Better engage customers by smiling at them, being animated and approachable,
and conversing instead of pitching.
Attempt to meet people who will let you follow-up with them in the future. Once a
relationship is established, you’ve created a warm prospect, meaning someone with
whom you’ve had prior contact. If you meet a prospect at an industry event, for
example, and he asks you to email him to set up an appointment, that would be
considered a warm relationship. The stronger the connection between yourself and the
prospect, the more likely a sale will take place.
3. Host a Happy Hour or Other Supplemental Event
4. Sell, But Don’t Be Annoying
5. Have a Strong Demonstration
Phase 4: Don’t Let the End of the Show be the End of Your Relationship
The show is over, but that doesn’t mean you shouldn’t stay in touch with those you’ve
met. In fact, this is the most crucial time in turning a lead into a sale. There are a few
steps you need to follow to make sure your follow-up communication is effective.
1. Develop a Multiple-touch Marketing Campaign
2. Follow them on Social Media
3. Follow-up Fast
Speed matters when flipping prospects. If you don’t get in touch with your leads, your
competitors will beat you to it. Send out simple thank you cards or emails immediately
after the event, thanking them for their time and offering to answer any additional
questions they may have. Quick contact is what will take a relationship from ice cold to
red hot.
4. Conduct an Internal Audit of Your Team’s Performance
In Conclusion
As trade shows continue to evolve into fully-immersive experiences, the marketing
strategies used to engage consumers are evolving with them. Brands large and small
are taking notice of the huge potential of trade show marketing. Benefits like improved
relationships, increased awareness, higher conversion rates and more impactful
statements are just a few of the reasons why companies continue to participate in trade
shows.
When preparing your trade show marketing materials, define your goals, objectives and
timelines upfront to develop, rehearse and fine-tune your whole presentation. Your
exhibit’s theme should fit in within the event, while your booth should be professionally
designed, attractive, functional and unique. Give visitors a reason to come have fun at
your booth, hang out and learn a little more about the brand that’s behind the logo.
Now that you have the tools you need, you shouldn’t have any trouble getting started
with your first event marketing campaign. Follow the above steps to make a lasting
impact on those that matter.
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