Common Exhibit Marketing Mistakes: Ten Tips on How to Avoid Them

by: Nandang S Nugraha | Total views: 34 | Word Count: 1218 | View PDF | Print View

 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

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