Trade shows are excellent venues for finding distributors, manufacturing partners and other resources to help your business grow. Consumer shows are also valuable for creating a buzz.
Your biggest hurdle at any face-to-face event is grabbing the attention of those you want to meet with at the show. The tried-and-true approach is to market before the show, have a substantial presence during the show, and follow up with attendees after the show.
Here are some things to consider when determining which events fit best with your face-to-face marketing strategy:
1. Does the event reach your target audience? Save yourself time and energy by choosing events that pre-qualify their attendees either through their targeted marketing efforts, limiting show access to people employed by specific industries, etc.
2. Will it help you achieve your marketing goals? Understand why most people attend this expo. Is it a selling show? Do they come to network? How does it fit with what you are trying to accomplish?
3.
Will your event participation warrant pre-event publicity? Is the show well-known enough to carry some clout if you spend time and money before the show, promoting your intentions to be there? Will you be allowed to present an interesting seminar or to do something exciting at your booth that will draw people to your booth?
4. Does the event have additional marketing partnership opportunities? Can you pay a little extra to be part of the paid advertising or get your logo on the admission tickets? Can you be part of the show producer’s pre-show promotions sent to all past or registered attendees?
5. Do the deadlines meet with your goals and timelines? If your goal is to support a new product launch, make sure that the show dates fit with your launch dates, for example. If the show fits in every other way, be creative if it lags behind or ahead of your timeline. Can you use the show to conduct a pre-launch market survey?
Choosing the right show at the right time, in the right location, is only part of the strategy. You still need to have a strong plan for using every opportunity to reach attendees with your messaging.
