Before a trade show opens, no one knows if you have a 10’ in-line booth or a 40’ x 40’ island exhibit. You are on an even playing field, and with the right pre-show marketing, you can attract as many customers as your larger competitors.
Here are some things to remember when you are planning your pre-show marketing:
- Create a pre-show strategy that takes advantage of the power of social media: microsites, social networking sites, purls (personal urls), and mailed or emailed invitations that reflect the look and feel of your exhibit and graphics.
- Your pre-show strategy should stand out and say: “Look at us! Forget the other guys! You don’t want to miss our booth!”
- An embedded email postcard is efficient and probably more effective than a snail mailing.
- Avoid using pre-printed labels if you are mailing—they are an automatic ‘junk mail’ signal
- Provide a value for attendees to visit your booth—a value to them, not just to you. And communicate this value in every piece of pre-show marketing.
- Make an offer to attract attendees to your booth: what’s in it for them if they put you on their must-see lists?
- Keep your pre-show message short and compelling—but remember to include the basics, like your booth number.
- Give your prospects a reason to connect with you before the show, perhaps by giving them an additional incentive—perhaps free shipping or a discount on their first order.
The power of pre-show marketing is that it can unlock the success of your entire show!