Before The Trade Show Booth: How To Increase Attendance With Marketing Before The Convention

A successful trade show booth requires a steady stream of visitors

. Your business has two choices: you can trust the convention promoters to bring in those potential clients, or you can market your trade show booth independently. The best choice to drive up return on investment is to strategically promote your trade show displays. With the right marketing technique, you could easily see a dramatic increase in traffic to your stand.

Should You Rely On Convention Promoters?

Traditionally, trade show displays have relied primarily upon the organizers of the convention for promotional concerns. The idea was that no one business would worry about promotion; instead, all would share a benefit which would apply to the convention organizers as well. However, today's market is too competitive for that theory to be effective. No convention promoter can market your company's display with as much care as you. The promoter doesn't care whether visitors come to your booth; he or she is focused on bringing them into the event itself. The promoter won't focus on your exhibit. You need to help your business attract more viewers.

Inexpensive Ways To Promote Your Trade Show Booth

Depending on your audience, promoting may be as simple as advertising in the local paper of the town that will host the event. Alternatively, sending direct mail is effective, though might be slightly more expensive. If you do choose direct mail, offer a ticket to redeem a prize at your trade show booth. Unless the offer you send must be redeemed at the event, visitors might still bypass your trade show displays.

Focusing On Previously Identified Candidates

If you are running a larger business, you may find it beneficial to take a more targeted approach to your marketing. If you have several special prospects who may be undecided about attending the convention or visiting your exhibit, focus their attention on your business by mailing them specially prepared gift packages to help them at the convention. These packages can come in a tote bag that bears your company's logo, and might contain useful items like a map and a notepad. If you do choose to provide a gift bag, ensure that there is still something to be redeemed at the actual convention display. Prospects are much more likely to become visitors when they receive a direct benefit from it.

Consider A Raffle At Trade Show Displays

Another low-cost option is to send raffle tickets which can be filled out at your exhibit. Once the visitor has entered his contact information, he or she will be part of the raffle for a larger prize. The prize must be significant - electronics or a gift certificate for your services are great ideas. Whenever possible, tie the reward back to what you are promoting.

After visitors have signed up for the raffle, you have achieved two benefits. First, your business has their contact information, allowing you to add them to your email list and communicate further. In addition, you have the opportunity to communicate with them at your exhibit, allowing you to explain your products in more detail. You will also be able to judge whether they are a qualified lead or not.

by: Chris Harmen

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