Understanding How Trade Show Marketing Benefits Your Traditional Marketing Plan

As an advertising professional, you need to understand how to defend your program from budget cuts

. You need to know how to interface with the rest of the marketing department. As a professional in another part of the company, you can benefit from understanding the way convention I&D exhibits can advance the other elements of your promotional program.

Trade Show Marketing For Launching A New Product

There are few places more suited to launching a new product than a convention. To get the best results, companies should take the time and effort to arrange a booth that complements the new product. If the product is revolutionary enough, the booth will grab attention simply because it features the product. The booth itself need not be terribly eye catching; if it can function as an extension of the product, it is more cost effective and has a greater impact.

Using a convention to feature a product is a great way to expose it to the general public and industry insiders. People will want to touch the product, but they might be prevented if it is only offered online, or is otherwise expensive or hard to reach. At a convention, visitors can try out the product regardless of its regular availability. It's a cost effective way to present a new product for quick exposure, and it is more effective than traditional media advertisement alone.

I&D Is Constantly Creating New Innovations

Trade show marketing is constantly evolving. However, a well-built design in today's world can still look contemporary and be very effective in the future. For larger companies, it is wise to take full advantage of the trends and tricks as they become available. Springing for a custom setup may seem like a poor choice in the long term, but a commanding display can generate hundreds more leads than a small display that incorporates the same information.

Keep Your Finger On The Pulse Of Your Industry

Taking advantage of the latest I&D developments makes it easy to keep your trade show marketing plan updated. There is no way to stay static in this changing market; you'll see other displays around the convention and will be pushed to new heights with your display. It's the best way to learn about new trends in your field, which can also be applied to other elements of your advertising program.

Additionally, attending a convention is a great way to learn about the technology advancements in your field. You have an opportunity to present your own offerings, but you'll also be able to peruse the displays as a visitor yourself. It's a great way to do research on the I&D of your competitors without ever having them suspect who you are. Alternatively, it's also a great opportunity to network. If you are looking for additional contacts within your field, you'll meet some of the greatest I&D minds at the conventions.

All of these reasons support a strong trade show marketing component in any promotional program. They are effective, efficient, and work well when combined with other strategies. Best of all, adding or maintaining trade show marketing requires only a limited budget.

by: Chris Harmen

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