One of the primary considerations should be finding events that match the products that will be shown. Locating appropriate venues can be achieved by using online trade show directories. The key components of a successful venue match are historical attendance records, cost and geographic location as well as the time of year the event will be held.
A trade show booth is an opportunity to meet and greet a specific targeted audience. Organize your event by developing a plan of action and check list of needs and objectives. Set a budget that includes the cost of everything that is needed to set up the trade show display. Budgets should be realistic and obtainable.
Put a great deal of thought in to what the sales message will be. Sales message should be reinforced by trade show booths and the two should work together to draw in potential sales leads or customers. The message should be on par with company branding and be used each time a trade show display is used. Include passive marketing items such as brochures to continue the sales process after the show has ended.
Trade show booths should dazzle the audience in a way that reinforces the marketing message. Regardless of the type of trade show booth used the creation of excitement will convey the audience toward the sales goal(s.) The goal would be to attract the consumer by instantly conveying the sales message or brand. This is simply a way to attract consumers to the trade show display itself.
Each and every trade show will need a marketing plan that addresses pre-show marketing, trade show marketing and marketing that continues after the trade show has ended. These are the opportunities to sell before, during and after each trade show. Market the hype before the show and be prepared to be engaging and interactive during the show. Post show marketing plans should include a method that allows sales teams to follow-up with potential customers after the show has ended.
There are a lot of planning aspects that go into successful trade show ventures. One of the key aspects is learning how to measure the success of each trade show. This is where an evaluation of return-on-investment comes into play. Did the trade show justify the expense? Was the result due to the trade show or internal marketing issues? Be prepared to learn and grow from each trade show. Marketing is a process that never ends and that changes as technology advances. Change with the market and evolve new and better ways to display products.
Success itself is a marketing tool that can harnessed and used to make each trade show a successful marketing event.