Participating in a trade show is a serious business. For
companies, it’s a platform to promote their brand and expertise, and usually
involves a hefty investment. Rent for the exhibition booth space, the cost
of creative
exhibition stand design and installation, travel and accommodation expenses
incurred by company staff attending the trade show, free give-aways and other
expenses – they all add up to a fairly large number. So naturally, you have to
get good return on investment.
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| Pre-Exhibition Marketing Methods to Ensure More Footfalls at Your Stall |
Whether you are looking for sales leads or to create a buzz
for your brand, whether yours is a custom built exhibition stand or a modular
design, success depends on getting the right people and the right volume to
your booth.
Plan ahead
Research has shown that about 70% of attendees usually make
a list of the stands they plan to visit long before they enter the exhibition
hall or convention centre. Most individuals visit trade shows with the intent
of finding products,
services, and solutions so they have a predefined plan for the stalls
they will visit during the event. Hence, it is necessary to ensure that
visiting your exhibition stall becomes a part of your target audience’s agenda.
To do that, they must be notified about your participation in an event in
advance so that they are persuaded to visit your stall.
Here are 4 marketing methods to increase the footfall at
your exhibition stall and maximize the return on your investment.
1. Harness the reach of social media
Social media is
a great way to notify your target group that you are participating in a
specific trade show. Create posts for your business page on Facebook, LinkedIn,
Twitter and Instagram and promote your exhibit. You can highlight features of
your stall, introduce special offers, share videos of your product and invite
visitors to come see/try the product up close.
2. Design a catchy email campaign
When it comes to email, there are two groups to target.
Firstly your inhouse database of regular customers, local contacts and solid
prospects. Secondly, the registered attendees of the trade show. Organisers
will usually give you access to this list, so you can shortlist possible
prospects and reach out to them.
Though the most ideal strategy would be to send personalised
mails or invites, it may not be practical. In any case, email marketing is a
really effective and inexpensive way of informing visitors and attracting
leads. Here, rather than generic invitations, try highlighting a fresh offer or
product feature that works as a hook to rouse curiosity and build interest in
your product or company.
3. Invest in digital marketing
While promoting your event on social media is free, it can
be helpful to leverage paid ads and posts to
ensure the right people see your communication through targeting. You could
also build an interactive microsite with simple questions, drop-down lists etc.
encouraging visitors to set an appointment for meeting at your stand. It’s a
great way to ensure potential visitors visit your exhibition booth.
4. Go offline too
In addition to online channels, don’t forget to use every
offline opportunity as well. You could publish advertisements in industry
magazines to promote your exhibit and make a case for prospects to visit your
trade show booth.
There are many companies who prefer to use snail mail too,
sending creative invitations and direct mailers. In our increasingly digital
world, holding attractive communication in your hand has its own appeal.
Conclusion
