Common
Exhibit Marketing Mistakes: Ten Tips on How to Avoid Them by: Susan
Friedmann
The key to great exhibiting is marketing.
But marketing is a very inexact science that leaves room for a multitude
of errors to occur. The following are 10 of the most common marketing mistakes
that exhibitors often make. Learn to avoid them and you will increase your
chances for a successful tradeshow.
1. Have A Proper Exhibit Marketing
Plan
Having both a strategic exhibit marketing
and tactical plan of action is a critical starting point. In order to make
tradeshows a powerful dimension your company’s overall marketing operation,
there must be total alignment between the strategic marketing and your
exhibit marketing plan. Tradeshows should not be a stand-alone venture.
Know and understand exactly what you wish to achieve - increasing market
share with existing users; introducing new products/services into existing
markets or into new markets; or introducing new products/services into
new markets. This is the nucleus on which to build.
2. Have A Well-Defined Promotional
Plan
A significant part of your marketing
includes promotion – pre-show, at-show and post-show. Most exhibitors fail
to have a plan that encompasses all three areas. Budget is naturally going
to play a major role in deciding what and how much promotional activity
is possible. Developing a meaningful theme or message that ties into your
strategic marketing plan will then help to guide promotional decisions.
Know whom you want to target and then consider having different promotional
programs aimed at the different groups you are interested in attracting.
Include direct mail, broadcast faxes, advertising, PR, sponsorship, and
the Internet as possible ways to reach your target audience.
3. Use Direct Mail Effectively
Direct mail is still one of the most
popular promotional vehicles exhibitors use. From postcards to multi-piece
mailings, attendees are deluged with invitations to visit booths. Many
of the mailings come from show management’s lists and as a result, everyone
gets everything. To target the people you want visit your booth, use your
own list of customers and prospects--it’s the best one available. Design
a piece that is totally benefit-oriented and makes an impact. Mail three
pieces at regular intervals prior to the show, starting about four weeks
out, to help ensure your invitation is seen. Wherever possible, use first-class
mail. There’s nothing worse than a mailing that arrives after the show
is over.
4. Give Visitors An Incentive To
Visit Your Booth
Whatever promotional vehicles you
use, make sure that you give visitors a reason to come and visit you. With
a hall overflowing with fascinating products/services, combined with time
constraints, people need an incentive to come and visit your booth. First
and foremost their primary interest is in “what’s new!” They are eager
to learn about the latest technologies, new applications, or anything that
will help save them time and/or money. Even if you don’t have a new product/service
to introduce, think about a new angle to promote your offerings.
5. Have Giveaways That Work
Tied into giving visitors an incentive
to visit your booth is the opportunity to offer a premium item that will
entice them. Your giveaway items should be designed to increase your memorability,
communicate, motivate, promote or increase recognition of your company.
Developing a dynamite giveaway takes thought and creativity. Consider what
your target audience wants, what will help them do their job better, what
they can’t get elsewhere, what is product/service related and educational.
Think about having different gifts for different types of visitors. Use
your website to make an offer for visitors to collect important information,
such as an executive report, when they visit your booth. Giveaways should
be used as a reward or token of appreciation for visitors participating
in a demonstration, presentation or contest, or as a thank-you for qualifying
information about specific needs etc.
6. Use Press Relations Effectively
Public relations is one of the most
cost-effective and successful methods for generating large volumes of direct
inquiries and sales. Before the show ask show management for a comprehensive
media list, and find out which publications are planning a special show
edition. Send out newsworthy press releases focusing on what’s new about
your product/service, or highlighting a new application or market venture.
Compile press kits for the press office that include information about
industry trends, statistics, new technology or production information.
Also include good product photos and key company contacts. Have staff members
at the booth who are specifically assigned to interact with the media
7. Differentiate Your Products/Services
Too many exhibitors are happy to
use the “me too” marketing approach. Examine their marketing plans and
there’s an underlying sameness about them. With shows that attract hundreds
of exhibitors, there are very few that seem to “stand out from the crowd.”
Since memorability is an integral part of a visitors’ show experience,
you should be looking at what makes you different and why a prospect should
buy from you. This is of particular concern with generic products in your
industry. Every aspect of your exhibit marketing plan, including your promotions,
your booth and your people should be aimed at making an impact and creating
curiosity.
8. Use The Booth As An Effective
Marketing Tool
On the show floor your exhibit makes
a strong statement about who your company is, what you do and how you do
it. The purpose of your exhibit is to attract visitors so that you can
achieve your marketing objectives. In addition to it being an open, welcoming
and friendly space, there needs to be a focal point and a strong key message
that communicates a significant benefit to your prospect. Opt for large
graphics rather than reams of copy. Pictures paint a thousand words while
very few exhibitors will take the time to read. Your presentations or demonstrations
are a critical part of your exhibit marketing. Create an experience that
allows visitors use as many of their senses as possible. This will help
to enhance memorability.
9. Realize That Your People Are Your
Marketing Team
Your people are your ambassadors.
They represent everything your company stands for, so choose them well.
Brief them beforehand and make sure that they know: why you are exhibiting;
what you are exhibiting and what you expect from them. Exhibit staff training
is essential for a unified and professional image. Make sure that they
sell instead of tell; don’t try to do too much; understand visitor needs;
don’t spend too much time; and know how to close the interaction with a
commitment to follow-up.
Avoid overcrowding the booth with
company representatives. Have strict rules regarding employees visiting
the show and insist staffers not scheduled for booth duty stay away until
their assigned time. Assign specific tasks for company executives working
the show.
10. Follow-Up Promptly
The key to your tradeshow success
is wrapped up in the lead-management process. The best time to plan for
follow-up is before the show. Show leads often take second place to other
management activities that occur after being out of the office for several
days. The longer leads are left unattended, the colder and more mediocre
they become. It is to your advantage to develop an organized, systematic
approach to follow-up. Establish a lead handling system, set time lines
for follow-up, use a computerized database for tracking, make sales representatives
accountable for leads given to them, and then measure your results.
About The Author
Written by Susan A. Friedmann, CSP,
The Tradeshow Coach, Lake Placid, NY, author: “Meeting & Event Planning
for Dummies,” working with companies to improve their meeting and event
success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com
to sign up for a free copy of ExhibitSmart Tips of the Week.
info@thetradeshowcoach.com
Courtesy of http://www.ArticleCity.com/
