Build Your Business In A Slow Economy! Part 7-steps 5 & 6
Have you done the first 4 steps? If so, you have a good base to build on. This week we tackle pre-show marketing and driving traffic to your booth. Get your pen and paper out get started on steps 5 & 6. 5. What will you do for pre-show marketing to your prospects and clients? Pre-show promotions are the best way to get traffic to your booth.
E-mail blasts, website advertising, mailings, coupons and personal visits/phone calls inviting your prospects to your booth are all great ways to drive more traffic to your booth and are essential in maximizing your ROI.
An effective pre-show mailing should entice the prospect to make it a priority to come to your booth. Some effective ideas are to send part of a gift and tell them when they visit your booth they will receive the other part.
Your pre-show promotion should fit your company and it's objectives and be carried throughout the entire tradeshow marketing campaign.
Most tradeshows have a list of exhibitors on their website. Ask to have their website linked to yours. Your linked webpage should list your booth #, contact info., marketing message, list of activities and times (if applicable).
Separate literature should be used before, during and after the show.
If you choose a brochure spotlight new items and selling points that appeal to your prospects needs and entice them to come to your booth.
Include coupons in your pre-show marketing. The coupon is good only for taking the desired you specify at the show. For example rebates on items purchased at the show, free activation, etc.
Send out a tickler invitation with details of the promotion or a coupon a couple days before the show.
The heart of your success is to attract targeted prospects to your booth. Pre-show marketing is where the excitement begins. Spend the time and money necessary to make your trade show a success.
6. What will you do to drive traffic to your booth? Pre-show? At the show? Giveaways that will put you above your competition.
Contests at your booth are always a hit. They generate traffic and excitement to your booth.
Include information about the contests in all pre-show literature.
A 2 part contest has been proven to increase results significantly.
Drawings, prize wheels, cash cube, jeopardy style game, hoops or a putting green are all contests that drive traffic to your booth.
E-mail blasts, website advertising, mailings, coupons and personal visits/phone calls inviting your prospects to your booth are all great ways to drive more traffic to your booth and are essential in maximizing your ROI.
An effective pre-show mailing should entice the prospect to make it a priority to come to your booth. Some effective ideas are to send part of a gift and tell them when they visit your booth they will receive the other part.
Your pre-show promotion should fit your company and it's objectives and be carried throughout the entire tradeshow marketing campaign.
Most tradeshows have a list of exhibitors on their website. Ask to have their website linked to yours. Your linked webpage should list your booth #, contact info., marketing message, list of activities and times (if applicable).
Separate literature should be used before, during and after the show.
If you choose a brochure spotlight new items and selling points that appeal to your prospects needs and entice them to come to your booth.
Include coupons in your pre-show marketing. The coupon is good only for taking the desired you specify at the show. For example rebates on items purchased at the show, free activation, etc.
Send out a tickler invitation with details of the promotion or a coupon a couple days before the show.
The heart of your success is to attract targeted prospects to your booth. Pre-show marketing is where the excitement begins. Spend the time and money necessary to make your trade show a success.
6. What will you do to drive traffic to your booth? Pre-show? At the show? Giveaways that will put you above your competition.
Contests at your booth are always a hit. They generate traffic and excitement to your booth.
Include information about the contests in all pre-show literature.
A 2 part contest has been proven to increase results significantly.
Drawings, prize wheels, cash cube, jeopardy style game, hoops or a putting green are all contests that drive traffic to your booth.
If you choose to do a putting contest then putt with a stress ball instead of regular golf ball. This puts contestants on the same playing field and more fun.
In order to enter the contest the attendee must drop a business card, sign a guest book or fill in a ticket (and give their contact info.). This info. is later used to do follow up marketing.
While waiting for their turn to play your staff should talk to the prospects. Ask them what they do. If they've ever purchased your type of product/service before.
If they win they receive the prize. If they are qualified leads they are taken through the sales pitch, asked for their contact information, given literature, samples, etc. If they aren't qualified leads they are given a promotional gift, literature to pass on to the decision maker at their company and they went on their way.
The buzz created by contests attracts people to your booth. Remember....Traffic Draws Traffic! Prizes should compliment your business and appeal to anyone.
Offer gift certificates for your products/services as prizes and to increase sales and your client base.
Idea…use playing cards in your pre-show marketing. When they redeem the playing card at the booth they receive a gift (appropriate to who they are). Send out several different tier levels. Aces to your current clients, Kings for a for your hot prospects, Queens for your other prospects and Jacks for companies you want to build a relationship with. When they bring the card to the booth they are easily identified.
Thoroughly think through the contest beforehand.
Pick a theme that ties in with your company’s tradeshow marketing.
Pick the prizes. Tie them into your company’s products/services.
Follow the Trade Show Rules and Regulations.
Have at least 1 staff member dedicated solely to the contest.
Market! Market! Market! the contest.
On pre-show marketing
Your website
Personal invitations via e-mail, phone, person or mail.
Near the venue.
At the hotel, convention center, etc.
On signs outside of the show
In the bathroom.
On T-shirts that your staff is wearing and have them walk the show floor.
If you are giving away a bag advertise the contest on the bag.
Make sure your company name, contact info. and booth number are dominant.
Creating enough buzz to get people to visit your booth is only part of the picture. Once they show up what are you going to do? The right giveaways make your business memorable, build your brand and start conversations. These tradeshow giveaways will put you above your competition:
Bags: Prospects always need a bag to carry the items they pick up at the show. You can come to the rescue. Include a message on the bag that advertises your business, your top products, contests, etc. Don’t forget to put your booth number and contact info. Coordinate your bags with your staff shirts, tradeshow booth or company logo. A color that stands out and gets attention (yet attractive) is what you are going for.
T-shirts/hats: A nice graphic with your logo booth # and contact info. that they want to wear. Again use a color that coordinates with you and stands out. Attach a prize to it and they will wear it. Tell them that you have undercover staff walking the showroom floor and if they are caught wearing the item that they will receive $100 cash. Watch how fast they put the item on. The shirt must be appealing to them in order for them to continue to wear it after the show. Graphics and imprint method are key.
Water bottles: Your prospects are tired and thirsty from hours of walking the show floor. Have cold water at your booth for them. Everyone who walks by them will notice and ask where they got it. Bonus: while filling up the water bottle you have a chance to start a conversation with the prospect!
Pocket hand sanitizer: After touching all of the items and shaking hands with so many people your prospect will love to receive a pocket hand sanitizer. Fits great in a ladies purse too! You will definitely be remembered with this one!
“Best bang for your buck” 2009 winner is this happy face pen and pad set. Add personality and happy thoughts to your giveaway. Bonus: add a personal message on the pad.
This cord minder is too eye-catching and functional to pass up. A great way to remind your clients that you have the solutions that they need.
In order to enter the contest the attendee must drop a business card, sign a guest book or fill in a ticket (and give their contact info.). This info. is later used to do follow up marketing.
While waiting for their turn to play your staff should talk to the prospects. Ask them what they do. If they've ever purchased your type of product/service before.
If they win they receive the prize. If they are qualified leads they are taken through the sales pitch, asked for their contact information, given literature, samples, etc. If they aren't qualified leads they are given a promotional gift, literature to pass on to the decision maker at their company and they went on their way.
The buzz created by contests attracts people to your booth. Remember....Traffic Draws Traffic! Prizes should compliment your business and appeal to anyone.
Offer gift certificates for your products/services as prizes and to increase sales and your client base.
Idea…use playing cards in your pre-show marketing. When they redeem the playing card at the booth they receive a gift (appropriate to who they are). Send out several different tier levels. Aces to your current clients, Kings for a for your hot prospects, Queens for your other prospects and Jacks for companies you want to build a relationship with. When they bring the card to the booth they are easily identified.
Thoroughly think through the contest beforehand.
Pick a theme that ties in with your company’s tradeshow marketing.
Pick the prizes. Tie them into your company’s products/services.
Follow the Trade Show Rules and Regulations.
Have at least 1 staff member dedicated solely to the contest.
Market! Market! Market! the contest.
On pre-show marketing
Your website
Personal invitations via e-mail, phone, person or mail.
Near the venue.
At the hotel, convention center, etc.
On signs outside of the show
In the bathroom.
On T-shirts that your staff is wearing and have them walk the show floor.
If you are giving away a bag advertise the contest on the bag.
Make sure your company name, contact info. and booth number are dominant.
Creating enough buzz to get people to visit your booth is only part of the picture. Once they show up what are you going to do? The right giveaways make your business memorable, build your brand and start conversations. These tradeshow giveaways will put you above your competition:
Bags: Prospects always need a bag to carry the items they pick up at the show. You can come to the rescue. Include a message on the bag that advertises your business, your top products, contests, etc. Don’t forget to put your booth number and contact info. Coordinate your bags with your staff shirts, tradeshow booth or company logo. A color that stands out and gets attention (yet attractive) is what you are going for.
T-shirts/hats: A nice graphic with your logo booth # and contact info. that they want to wear. Again use a color that coordinates with you and stands out. Attach a prize to it and they will wear it. Tell them that you have undercover staff walking the showroom floor and if they are caught wearing the item that they will receive $100 cash. Watch how fast they put the item on. The shirt must be appealing to them in order for them to continue to wear it after the show. Graphics and imprint method are key.
Water bottles: Your prospects are tired and thirsty from hours of walking the show floor. Have cold water at your booth for them. Everyone who walks by them will notice and ask where they got it. Bonus: while filling up the water bottle you have a chance to start a conversation with the prospect!
Pocket hand sanitizer: After touching all of the items and shaking hands with so many people your prospect will love to receive a pocket hand sanitizer. Fits great in a ladies purse too! You will definitely be remembered with this one!
“Best bang for your buck” 2009 winner is this happy face pen and pad set. Add personality and happy thoughts to your giveaway. Bonus: add a personal message on the pad.
This cord minder is too eye-catching and functional to pass up. A great way to remind your clients that you have the solutions that they need.
There's a lot to take in, but I wanted to cram as many ideas in this as I could to help you. Next week will be covering steps 7 & 8. Have a great week!
Promotions that get RESULTS!
Shana Anderson
Complete Workplace, Inc.
Milpitas, Ca
Labels: anti-bacterial, bags, booth traffic, contests, cord minder, hats t-shirts, increase, pad, pen, pre-show marketing, promotional products giveaways, putter, trade show, water bottle
posted by Shana Anderson-Nute @ 7:13 AM
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