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Key questions to consider before exhibiting at an expo

by | Jan 31, 2012 | Advice & Tips

In most major markets, there is healthy competition among consumer expos. Frequently, there are events with similar names and confusing promises. The Twin Cities market is no exception.

Your marketing dollars should be well spent. The most effective way to approach an expo is to use it as a lead-generating tool rather than expecting people to purchase at the event. That point is more important than ever in this economy, when people are re-thinking every purchase. You need to fill your sales pipeline with quality leads. An expo is one of the best ways to add people to your database, and make a great first impression on them.

Here are some key questions to ask when evaluating whether or not you should exhibit an expo:

1. Will the show reach your target audience? Crowds can be deceiving. You can’t sell siding to apartment dwellers, no matter how many pass by your booth. Companies frequently ask about attendance, when it’s far more important to get demographic information from previous shows. An exhibit booth is only money well spent if you are primarily face-to-face with people within your target market.

2. Is the booth price within your budget? In this economy, your absence from a show can put doubt in people’s minds if you are still around. Can you afford for your competitor to be there and for you to be absent?

3. How well is the show promoted? Ask for a full marketing recap from a recent show. It should feature a comprehensive list of promotional channels and results. For example, we have an entire team of professional publicists who work with the media to place articles about the show. They are part of Media Relations, which is the top performance-based agency in the country. We also have experts who handle just our Internet presence. We go out to events to hand out tickets. Our media sponsors (generally radio, TV and print) run our ads and articles and run ticket giveaways; and we frequently partner with our expo participants to increase exposure.

4. What is included in the booth price? Read the fine print! Some shows charge extra for a skirted table and chair. Some shows have also stopped listing exhibitors by name on their websites. Because the Internet and social media are so important, look for shows that have robust websites and that offer you free pre-show and post-event marketing options on their website, and on popular social media websites such as Facebook.

5. Ask for referrals. When you talk with other exhibitors, be sure to ask not only about the expos effectiveness as lead generators, but also about the event producer’s customer service. Was it a positive experience? Happy exhibitors almost always translates into happy attendees. And people who are in a positive frame of mind tend to be more willing to listen to you explain about your product or service.

Written by Robin Miller

Written by Robin Miller

Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”

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