Don’t Just Sit There – Market!
Wednesday, October 28th, 2009
Trade show and exhibition marketing is not always handled in the optimal way by exhibitors. Despite that fact that there is enormous value through participation, many companies fail in the follow through. There are so many ways to maximize involvement beyond just the booth space. The most effective companies understand that exhibiting is not just a real estate transaction, but also a relationship one. Trade shows are a great place to forge all kinds of partnerships. This includes customers, potential customers and other exhibitors.
Yes, 2009 was a tough year in the exhibition market. What we saw was that companies are running leaner and sending fewer attendees. Still, interest was high and the attendees were very focused. This meant they were paying attention and learning – especially from those vendors who reached out. Face-to-face is still the medium for bringing B-to-B buyers and sellers together. Sign up for your sponsorship early – you’ll get a better placement on the floor, and you will have the benefit of the event marketing done by the host. Exhibitors should plan pre- during- and post-marketing campaigns. Have the host send relevant electronic and printed materials to the attendee list prior and post the show. Post information on your sponsorship on your website – preferably on the home page. Send a press release to the media on your sponsorship and include any announcements you will be making. (more…)