Does your event marketing plan include exhibiting at a consumer expo? If so, here are some things you should know if you want to have a successful show.
Most expo producers market to the masses. They offer something for everyone to draw a huge turnout. If exhibitors don’t sell much even if there is a big crowd, well it’s their own fault, right? Wrong!
If you are selling vinyl siding, an expo hall filled with apartment dwellers is useless to you. If you are selling to people over age 60, having a bunch of kids helping themselves to your free candy won’t help your bottom line.
In other words: if the producers don’t do their jobs by bringing enough of the right type of people into the expo, having a huge crowd is beside the point. So when we tell you that we focus on bringing people representing very specific market segments to each of our expos, you’d better believe we’ve learned how to deliver.
As a result, we get fewer tire kickers and more motivated prospects. The people who attend are generally more likely to buy what our sponsors and exhibitors are selling. We may not always have shoulder-to-shoulder crowds, but we get fewer people who are just out for a day of entertainment and have no intention of opening their wallets.
Of course, it’s still not a slam dunk for you as an exhibitor. You must work hard at our shows if you want to be successful. A reputable expo producer should be able and willing to provide you with lots of tips and ideas for maximizing your sales.
Exhibitors who understand the principle of targeted marketing, and who work hard during the show, are usually ecstatic because we’ve brought them face-to-face with the right people. Most of our exhibitors return year after year, so we must be helping them succeed in their businesses. That’s a great feeling.
Your role as an expo exhibitor:
Once you are focused and committed to contributing to your own success at expos, the value of participating in our events will crystallize for you. You have the power to increase the ratio of your sales leads compared to your expenses.
Here are our tips for getting a positive return on your expo investment:
- Review your marketing plan to make certain it supports your sales messaging.
- Ensure that your promotions are clearly defined and in line with your marketing plan.
- Use email, direct mail, flyers and other promotional tools to peak the interest of your customers and prospects, making them want to attend the expo.
- Give attendees incentives to visit your booth.
- Call customers and prospects and set appointments at your booth during the expo.
- Remain visible at your booth.
- Engage the people who visit your booth. Give them a positive reason to remember you.
- Give your prospects a follow-up action.
- Have a plan in place to follow up with booth visitors immediately after the expo.
You have a choice. You can simply show up at your booth and hope that people will stop by and ask for your services or buy your product. Or you can take charge of your expo participation and dramatically multiply your potential for getting leads and sales.
Can you afford to participate in targeted expos? In today’s economy, we believe you can’t afford to miss these sales opportunities.
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