Everything is in place. You have bought the right booth, redefined your message, coached your booth staff and have picked out which trade shows you will be attending. Don’t let all that planning, energy and money be wasted by not putting together a pre-show plan to drive interest to your booth.
Proper pre-show planning can either break or make your company and give you the exposure to your targeted audience like never before.
A report from the Centre for Exhibition Industry Research found that 76 percent of attendees at trade shows arrive with an agenda, so your company needs to find a way to get on that list.
Make Your Presence Known Ahead Of The Show
The most popular way to let attendees know that you will be exhibiting at certain trade shows is extending a formal invitation to them, asking them to drop by your booth and check out the new products or services. Be creative in your request and include incentives for people to visit your booth. Also get in touch with the event coordinators, who may be able to provide you with a list of people will be attending.
Reach Out To The People Covering The Show
The exhibit hall will do its job to bring people to the show, but it is up to you to make sure your products are covered by the media in attendance. To improve your chances that they do want to report on your products make sure you have on hand a media release and media kit, as well as giving them any additional they need. The media release will go a mile in giving them the most useful information regarding your presence at the show, while the media kit will give a general idea of the company’s history, product line and mission. If you have a big announcement, think of holding a press conference. And always keep yourself open to interview requests.
Advertising Through Print And Web
The oldest, but still very popular, form of pre-show promotion is advertising in either a local market or trade magazine. Another traditional form is adding advertisements on either the show’s Web site, trade Web site or your site. You can also write press releases to submit to article sites and other industry locations to let them know you will be attending. Also, remember if you attend trade shows frequently to have an area on your Web site where you list your upcoming show schedule.
Think Out Side The Box
Pre-show planning is your chance to let the creative juices flow. Ideas can either come from existing products, company logos, trademarks, or off the board completely. Creating a unique announcement can generate interest in those who may have little interest in your booth or company. Whatever ideas you come up with can be tied into all of your pre-show invitations and advertisements and make sure to do it with a splash.