Seventh Sense Blog

Trade Show Tips: Direct Marketing

June 4, 2015

By exhibiting at a trade show, you’ll be executing against a critical tactic in your marketing mix. One that while on its own can drive excellent results; however, paired with an effective direct marketing campaign can double, even triple the results of your overall exhibits investment.

According to the Center for Exhibition Industry Research (CEIR), 76% of attendees plan a list of whom they’re going to visit before ever entering the convention center doors.  An additional survey conducted by CEIR and Deloitte & Touche reported that “those exhibitors who conducted a pre-show campaign raised by 46% their 'attraction efficiency'"- meaning the quality of the audience they were able to attract to their booths. Similarly, the conversion of booth visitors to qualified leads rose 50% when a pre-show promotion was used. These stats alone makes plain the power – and necessity – of pre-show exhibitor outreach.

Consider these activities to reach your customers and prospects before you even hit the show floor…

Share the Wealth

Most organizers, if you are buying a booth, provide you with exhibitor guest passes and marketing materials to use to promote. Additionally, if you’re speaking or hosting a networking reception at the event, be sure to let them know – this is a great thought leadership and customer relationship builder opportunity.

Be Connected

Organizers also offer access via eblasts or pre-show advertising opportunities to reach the registered attendee list. You should conduct some outreach to them - or a segment of attendees that might be interested in you.

Act like a Local

While you're at it, make a substantial effort to contact and make appointments with your local clients, suppliers, or anyone you do business with in the geographic area of your show. It's a simple way to get face-time with folks you might not otherwise be able to sit down with.

Get Social

Increasingly, conferences create their own Twitter hash-tag, so participants can communicate with one another from the show floor. Exhibitors are using twitter too –gaining more attention for their booth or promoting special on-site offers.

Make it Happen:

•             Create a logo or banner ad that can be dropped into your website, e-mail, e-newsletters, invoices, letters, etc.

•             Create a microsite that describes your activities at the upcoming trade show. Populate it with your press releases, announcements, exhibit details, contact information, speaking schedule, testimonials from past events – whatever will inform or excite your customers and prospects.

•             Send out discount registration offers to the trade show via social media and email. Ask if the trade show has guest passes or customized codes assigned to exhibitors. Some events even promote guest pass contests for exhibitors

•             Send a letter plus a map of the exhibit hall, with your booth location highlighted

•             Offer a time-limited incentive, to create a sense of urgency. “The first 30 people to visit our booth will get a special prize!”

•             Advertise in pre-show issues of your industry trade publications and eNewsletters

•             Get personal! Send a personal letter from a senior executive at your firm. Include the dates and locations of your trade show activities, and explain why they should come. Use the executive’s personal letterhead stationery, and mail it first-class.

Are you exhibiting at Sensors Expo? If so, don’t miss out on all of the marketing opportunities available:

•             Marketing Tool Kit (including logos, banners and guest passes)

•             Sponsorship Opportunities (including eblasts and enewsletters)

•             Social Media: Follow Sensors Expo on Facebook, LinkedIn, Twitter, and don’t forget to use the official hashtag #Sensors15

•             Sensors Magazine: limited spots left for eNewsletter promotions and advertising

What are you doing to promote your trade show presence? Comment here and let us know! ~CS

Add Comment


Re: Trade Show Tips: Direct Marketing
by: sensor1
June 4, 2015 - 12:44pm

Attendee engagement is the name of the game. But old school logo swag give-aways are passé. Entice antendees to your booth with something they really want like a drink at the hotel bar, a latte in the cafe or a voucher toward the purchase of your product.

Re: Trade Show Tips: Direct Marketing
by: sensor1
June 19, 2015 - 9:34am

My husband's favorite thing to do is go to trade shows and get ideas for his display. I really like your tip about being connected, I don't think that it is enough to just have a display. You have to be open and friendly to those in attendance. Although, I do think that a great trade show display does play a large contributing factor. Thanks for the tips!



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