If you’re not sure how to go about planning a trade show marketing strategy, consider following our step by step guide to trade show marketing best practices and event planning.

1. Set an Attainable Goal and Intent

   It’s essential that you set an attainable goal so that you don’t see your efforts (and money) go to waste. Setting a goal like “increase sales” is too broad. If you want to increase sales at the trade show event, why not set a goal like “make 500 sales?” That goal is something concrete and reachable because you’ll have so many people attending the event. When defining intent and goals, you need to consider if they involve:

   • The increase in sales or leads
   • Increasing awareness about your company
   • Establishing relationships with customers
   • Kicking off a new product or service
2. Go to Appropriate Events

   It doesn’t do your company any good if you go to an electronics trade show and you’re in the appliance industry. Choosing the right trade shows to attend is vital to reach your goal. You want to cater to the right crowd, and you want to see your direct competition. Do the research and find out which events are suitable for your company. Once you’ve selected some trade shows, do further research into how well they did the previous year and their overall history. Be thorough. You’re making a substantial investment.

3. Choose Events Around New Product Launches

   The best time to employ your trade show marketing strategy is around new product launches. Attend events that are just after the launch of new products. That way, attendees won’t get dissuaded by seeing old products.

4. Go to the Trade Show Prepared

   First, you want to choose a great staff. Meaning, one that is communicative, organized, and professional. Then, you want to have all your materials ready – products, leaflets, business cards, and trade show giveaways. You want a booth that is entertaining and exciting so that people will flock to your company. Trade show displays that are interactive with the crowd, such as a money blowing machine, are the best choices.

5. Follow-up After the Event

   Once you’ve made your contacts at the event, you’ll want to follow-up with a phone call or email. Handwritten notes thanking them for attending your booth are also significant gestures. Also, you can send them a LinkedIn request with a message reminding them of the event where you met. Whatever type of follow-up you choose, rest assured that it will have a positive result.

Once you’ve done the research, you should be ready to begin planning the actual event. If you should need help with your planning, please give us a call at 800-573-3111. We are happy to assist you with excellent trade show marketing ideas that will increase your company’s ROI.

Plan Ahead 

• Determine Your focus: Will you be launching a new product? Promoting brand awareness? Building a fresh leads list?  Each of these goals require a unique approach.
• Research the Show and Its Attendees: Is this the proper venue for what you are trying to achieve? Will this be the right show for you to push retail sales or build business relationships? How many of your direct competitors will also have booths? How will you stand out from them?

• Be Memorable: Interest creates interest! Capture attention by renting a Cash Cube Money Blowing Machine or Bingo Blower. Renting or purchasing a trade show attraction is just a phone call away! How about some useful custom promotional items? Consider options like custom USB drives, household tools or sports items.

Promote Before and After The Show

• Social Media: Once you plan the details your event, get the word out well in advance. People will be excited to visit your booth for the chance to spin the Prize Wheel or play a custom Scratch Card.
• Trade Show Publications: Each show will offer several ways for companies to participate in their printed material.  Print a voucher for an extra turn on a Plinko Board to attract people to stop by your booth. Do a half or full-page color advertisement listing all of the attractions at your booth to ensure guarantee that your booth has a crowd of people waiting to try their hand at attractions like the Prize Safe!
  
• Leads, Leads, Leads!: Maximize your social media efforts by collecting relevant information as part of the effort. These generated leads can be turned into appointments booked at the show. Don’t stop there – follow up with leads after the show and offer company consolation prizes for being a valued part of your audience.

Be Ready

• Staff Accordingly: Whether you are looking for new clients, retail customers or to develop relationships with existing clients, make sure you bring your company’s best! Ensure your staff is aware of your goal for the show so that they can help you achieve it. Assign each booth attendant an area of focus and direct attendees accordingly to keep the booth running smoothly during peak times.
• Too Much is Better Than Not Enough: Make sure you have enough staff coverage – if traffic is slow any extra employees can be sent home. It’s better to have too many promotional products to giveaway than not enough.

There are so many ways to make yourself memorable. It’s worth the effort to plan in advance and maximize the benefit for your trade show investment!!

I always recommend beginning trade show planning six to eight months in advance. You may want to consider additional time if your involvement in the show consists of more participation. I’ve been in your shoes many times and trust me when I say, nothing ever goes exactly as planned. To save you time, money and headaches, I’ve created this guide to make sure you stay on track.

The 12-month plan

• Know your objectives for the entire year.

• Assess the national trade show calendar with consideration to your marketing calendar.

  

• Determine which shows are best for you, consider new shows in new markets.

• Decide on your yearly trade show budget.

• Create a plan on how you’ll spread this budget over all your planned participations.

8-10 months before each show

• Work with the shows producer in conjunction with the exhibitor manual to determine any rules that may affect your participation. You’d be quite surprised how inconsistent even the most presumptive things can be from trade show to trade show. For instance, one show may permit the use of orange extension cords while they next show requires you to use only black. Seems trivial, but you’d hate to lose your access to electricity on kick off morning all because of the color of your extension cord!

• Know all of the show deadlines and create a method to keep track of those deadlines. I also recommend creating a backup plan for major components.

• Book any dinners, meetings, meeting rooms, caterers this far in advance.

5-7 months before each show

• If you’re using a booth that you own and reuse, put it together and make sure all components are in good working condition, determine if any repairs are necessary. If you’re making any changes to to the display/graphics components, place these orders now.

• Schedule any additional services such as shipping, installation and dismantling.

• Schedule any publicity or pre-show events/promotions. Create invitation lists for said events.

• Purchase any travel accommodations including flights, rental cars and hotels.

• Purchase any local advertising needed for the area surrounding the show.

3-5 months before the show

• Determine, design and order any promotional material you’ll be needing such as brochures and giveaways.

• Schedule shipping

• Contract with servicers in the local area who will provide you with electrical, carpet, security, booth setup, etc.

• Develop a plan to manage your leads

90-day countdown

• Print mailers and brochures

• Send out newsletters

• Create press kits

• Train staff, hire temp staffing if necessary

• Create emergency kit

Please keep in mind that this list is just a guide!

About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.

Shopping bags have a long history: In the 1950’s when the cost of paper goods became more affordable, stores started providing shopping bags free to customers. In 1965 a Swiss company created the first plastic shopping bags. By the 1980’s these plastic shopping bags were available at grocers and retailers worldwide. Not long after, scientists and researchers began to realize the negative impact the shopping bag industry was having on our environment and wildlife. By the dawn of the 21st century, the initiative to curb our appetite for disposable bags began, giving birth to the trend of reusable, eco-friendly shopping bags.

Made from multiple materials including canvas, cotton and hemp, eco-friendly shopping bags work great for the grocery store, clothing retailer, meetings & conventions and for everyday life. Eco-friendly shopping bags come in all shapes and sizes including the traditional grocery store with handle design or as a drawstring backpack. Certain versions are even biodegradable! Some retailers will even give you a discount on your purchase if you bring your tote back and refrain from using their paper or plastic. And, because they aren’t designed to be disposed of after their initial use, consumers are finding new ways to use these modern and durable totes in their everyday lives.  So, how does offering an eco-friendly shopping bag benefit your brand? Your logo and marketing message are front and center to your customers and the world every time someone reuses your bag! You’re also letting the world know that your brand cares about the environment.

Custom designed reusable shopping bags are an affordable promotional item suited for every type of business or event. Plus, they will never go out of style…or demand!

About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.

 A microsite is an additional website, separate from your company’s main website, with an independant address, used to deliver a more specific message, product or service. A microsite is a great way to create a special platform for people to interact with your campaign. For instance, if your company is participating in multiple trade shows throughout the year, you might create a microsite to drive potential customers to your trade show booth. There are many ways to utilize a microsite to support your marketing strategy and in today’s article we will discuss some of my favorites.

Event Specific Microsite

Rather than incorporating your event or trade show information on your company site, create a microsite designed specifically for

people who will be attending the event. Here are some great ideas on what to include on your microsite:

1. Feature a calendar that lists dates and shows you’ll be showing.

2. Have a media center to host downloadable press kits and other media material

3. Build an appointment scheduler that allows interested parties to book meeting times with you during the show.

4. FAQ’s about your company and its participation in the show.

5. List of attractions, specials and/or special guests at your booth.

Launch Microsites

How long have you waited for updates to be made to your company website? Utilizing a launch specific microsite is a great way to announce a product or service while you wait for updates to your main company website. A launch microsite also allows you to put all of the focus on your new product/service, minimizing distractions a user might experience on your primary website. Here are some interesting ways to use a launch microsite:

1. Display videos about your product

2. Technical sheets

3. Product virtual tour

4. Event calendar where interested customers can meet you and experience your new product.

Virtual Tradeshow Microsite

You can use a virtual tradeshow microsite as a tool to enhance your tradeshow exhibit or you can use it in place of physically participating in a show. Its also a great way to reach customers who are unable to attend your show. When using a microsite to enhance your tradeshow, consider featuring videos of your staff, video presentations of your product and a chat platform for customers to engage with you.

What makes a microsite successful?

1. A focused topic: Since a microsite is smaller and less complicated than a standard website, you’ll have plenty of room to really detail your product or service. Use this opportunity to thoroughly educate your customer.

2. Great design: Microsites give you the flexibility to experiment with your design approach. Because the microsite is about the product and not the brand, use this opportunity to show your customers the “other side” of your brand personality.

3. Create your microsite with your target audience in mind, especially if your target audience is outside the norm. Be creative and ensure the microsite offers an engaging user experience.

4. Limit the site to one topic or product. For information about your other products, direct the customer to your main website.

About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.

About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.

What is a niche market?

A niche market is a specific sector of a larger audience. It should consist of specific products/services for a specific group of customers. For example, if you sell artist supplies, your niche might be brushes designed specifically for professional painters.

Choosing a niche market

I find that one of the biggest mistakes a startup can make is not defining their niche market before they launch. Startups tend to be overly full of excitement and confidence that can land them in the category of “messy.” By defining a niche market from the beginning, you are able to laser focus your energy, time and finances to success. I love niche markets because it allows the business to set themselves apart from competition as an expert in their industry while developing more intimate relationships with customers.

Stand out, be different

Practically every industry you can think of is saturated with companies offering the same (or similar) products and services. If you’re not doing something different, something amazing, people have no reason to buy from you. When choosing your niche target market, do research and see what needs of this niche market aren’t being met by your competition and then meet it!

Multiple niche markets

Under rare circumstances, a company may succeed by targeting only one niche market. It’s common to see these companies revenue top out, once they have saturated their own market. Once you’ve tapped into one niche market and it’s working, don’t be afraid to tap into additional niche markets. I prefer to keep my niche markets relative so that they can benefit each other. For example, let’s say you make and sell a diverse line of children’s clothing to small boutiques. While you sell many different types of children’s clothes, you’ve had great success in your niche market of children’s sportswear. You’re looking to expand into a new niche market. The big question here is, do you continue to push your sportswear collection to a different type of store, or do you find a new market for a different division of your clothing? Where can you make make the most impact with your relationships and expertise?

About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.

The recession might be behind us, yet companies and individuals alike are watching their money better than ever before. It is common knowledge that the first two budget cuts a company will make under financial pressure are marketing and training. It is no coincidence that trade shows are exactly that, marketing and training. When you consider the cost of exhibit space, payroll, flights etc., the cost of participating in a trade show can quickly become enormous. With the opportunity of great success, many companies spend their entire year’s marketing budget on exhibiting at just one trade show.

In today’s article we’ll discuss some ways to control your costs while exhibiting at a trade show.

Rent Your Booth

Gone are the days when you could exhibit at a trade show with only a banner and a table for brochures. Today’s trade shows demand exquisitely designed booths, booths that can cost tens of thousands of dollars to design and construct. If your company only plans to attend one or two shows annually, renting a pre-constructed trade show booth is a great option. You’ll pay a fraction of the cost to build if you rent. The only additional investment you’ll need to make is customized signage. You’ll also be free of many associated costs including long term storage, shipping fees and insurance. Also, if your company is located a significant distance from where the trade show will be, consider renting a booth from a company local to the show, not local to your business.

Buying A Used Exhibit

If you’re company plans to exhibit at more than one show per year, it might be in your best interest to invest in a pre-owned booth. Large corporations often use a booth a handful of times and then sell them back to the company who built them. The trade show booth company in turn sells these booths at a fraction of the original cost. Trade show booth companies will charge you a nominal fee to remove prior branding and replace with yours. A quick internet search will display many trade show booth companies that specialize in pre-owned booths.

Hire local staffing

Travel expenses can add up very quickly. Flights, hotels, meals and taxis for more than two or three people can easily consume an entire budget. It may not always be necessary to fly your entire team to a trade show. If you’re looking to control staffing costs, consider contracting with a staffing or modeling agency local to where your trade show will be. Many of these companies have rosters of people who specialize in sales and promotions for all types of marketing events. In this scenario, you’ll need to consider a training session before the launch of the show. It’s important that your temporary staff can speak to your product and represent your company well.

About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.

When people attend a trade show, they are expecting to be impressed. There is a certain energy you can only find a trade show and it’s important that your company be in sync with that energy. This energy is generated by the details…the “extra special” components. Trade shows attract thousands of potential customers that equate to millions of potential dollars. This is why it’s important that your booth, staff, presentation and booth attractions be cutting edge. This is a great opportunity to really show customers and your competition that you are a real player in your industry. For many companies that exist exclusively online, a trade show is the only opportunity your customers and competition will have to experience you in person. Here are some great ways to stand out:

Phone Charging Stations

Phone charging stations are becoming more and more popular at trade shows. Phone charging stations work tremendously well at getting people to stop by your booth and engage in conversation while they wait for their devices to charge. The great thing about phone charging stations is that regardless of how many other booths have them, there still won’t be enough to service the entire trade show audience!

Great Lighting

Fluorescent lighting is ugly and dreary. It’s also the most common type of lighting used in convention halls and conference centers. Lighting is important for setting the mood, featuring a product and grabbing attention. Consider contracting with a local lighting company that can advise you on different ways you can use professional lighting at your trade show booth. From rope lights to lamps, a pleasantly lit trade show booth can be the detail that really sets you apart from your competition.

Interactive Displays / Touch Screens

Beyond displaying your products on tables for the trade show audience to observe, consider adding components to your trade show booth that encourage interaction from the audience. Instead of a TV or computer monitor with a scrolling PowerPoint presentation, use a touch screen computer that lets the user control the presentation at their own pace. You may also want a monitor that features your company website and allows your audience to engage with your site.  In lieu of using a clipboard and pen to capture customer contact information, use tablets with lead capture software. You can also use tablets to conduct surveys!

Fashionable Attire

It doesn’t matter what industry you are in or what types of products you sell, your trade show booth staff must look on point! If you look around a trade show floor, you’ll see many companies dressing their employees in khakis and a company branded t-shirt or polo. While I encourage fashion choices that are appropriate to both your brand and your customer, consider thinking a little outside the box on this one. Simple accessory additions can easily add a pop of exciting fashion. You can use fun hats, suspenders, ties, scarves and headbands, to name a few.

About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.

An imperative part of your small business marketing plan should be attracting media attention. Here are five great ways to get and keep their attention:

Start with an email: Pitching a media outlet for coverage of your small business should start with an email. Let the media outlet know who you are, what you do and why your business should be featured. With an email, you can attach a media kit (discussed below), include links to previous press coverage and a link to your website. You can’t do any of this over the phone.

Create a Press Kit: A press kit a comprehensive collection of promotional material to brief media about products, services, etc. Think of it like a resume for your business. Contained in your press kit should be a collection of information including prior media coverage, high profile client list, menu of services or products, investors, FAQ’s, awards, photos, charity involvement and anything else you think says a lot about your small business. Be sure to include an introduction letter as well. Remember, your press kit should be professionally developed. It will likely be the first impression you are making, make it count!

Reach the correct person: Randomly sending emails or press kits to a media outlets general mailbox won’t hurt, but it could end up being a big waste of time. Do your research on the media outlet and decide which editors/writers/producers typically handle the type of media coverage you’re seeking. Twitter is a great way to see who’s doing what. Then, direct all of your requests directly to these people.

Create a media resource center: Create an additional page on your website that includes everything a media outlet would need when developing a piece about your company. This resource should include high resolution versions of product photography, company logo and headshots of key staff members. It is also a great idea to include a high resolution black and white version of your logo for non color publications.

Invite media outlets to your special events: Whether it’s a new product launch, celebration or anniversary, let media know that they should attend by issuing a press release. Every event you host or participate in is a perfect reason for a press release. Just because a certain event may seem trivial to you doesn’t mean that an editor isn’t already searching for a piece about what you’re doing, especially if it’s heart warming.

About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.

You must approach trade shows with focus, determination and with a plan for success. While this may sound easy, it’s surprising how many companies forgo the fundamentals of marketing when planning and producing their trade shows. Conscientious planning for the event involves precise devising, smart promoting, competent lead qualification and impeccable follow up. The level of accomplishment you’ll experience from your trade show is influenced by the amount of energy you put invest…before, during and after the show. Today, I’ll discuss three common oversights trade show marketers are famous for making, and how to avoid them yourself.

Mistake One – Failing to plan in advance

Success is not an accident! Accurately identifying your objectives before the show seems simple, right? You want more customers and more sales.  How exactly do you plan achieve these things? More importantly, you must determine your definition of “more.” For instance:

More customers =  “I want to gain 100 new customers.”

More sales = “I want to sell $1000 more at this trade show than the last.”

Once you’ve finalized your goals, you have to focus on how you’ll achieve them.

“To obtain 100 new customers, I will make sure to introduce myself to at least 10 trade show attendees every hour and obtain their contact information.”

“To sell $1000 more at this years show than last years show, I will hold promotions every hour.”

Mistake Two -: Not generating media attention

In today’s virtual world, not all interested customers are at the show in person. I know many people who despise walking a trade show floor. All the stimulation is just too much for them to handle. Instead, they rely on their favorite industry bloggers to report on what’s happening at the show. These reports are published in the form of blogs all over the internet. Often times, live! In recent years, bloggers have begun to make their presence and importance in the industry very well known. If you look closely through the audience, you’ll notice plenty of attendees with badges that say “Press” or “Media.” So, how do you get their attention? Most importantly, how do you make it in their blog? I talk more about gaining media attention here.
Mistake Three- Following up too late

As we’ve discussed in prior articles, most of your energy should be spent attracting and qualifying new leads. While you may make some sales during the show, the real value in participating in the show is found in the leads you develop while showing. It is immature to believe that your phone will just start ringing day in and day out from all of the business cards you passed out. You absolutely must follow up with every person you meet at the trade show. It’s equally as important that you follow up in a timely manner. If you wait too long, another company will grab their attention or they will lose interest altogether. My personal preferred method for follow ups is to send a “Nice meeting you” or “thank you” card the day after the show closes. Depending on where the card is going in the country, I time a follow up phone call to correspond one day after its arrival.

Trade show marketing can seem overwhelming, but with the right strategy, it all falls into place fairly easily. Think it through and follow through!

About the author: William Hall is a seasoned business coach specializing in branding, social media and promotional events. William has spent his career teaching businesses of all sizes how to stand out in the crowd while using marketing dollars most effectively. His clients are continuously thankful for his out-of-the-box ideas that lead to increased revenue, more clicks and a bigger online presence.