Strategies for Maximizing Your Trade Show Investment

“Strategies for Maximizing Your Global Tradeshow Investment” Tin Cans Unlimited LLC

European Coatings Show Nuremberg, Germany

• Pre-show planning• Pre-show promotion• At the show• Post show follow up• A few tips

Pre-Show Planning• Start early• Establish show goals• Determine booth specifications• Determine participants• Consider language/culture – Location of show – Attendees• How to promote

Pre-Show Promotion• Take advantage of everything!• Use your website• Social media tools• Email marketing

The Show Bible• Created and distributed prior to leaving for the show• All contact information• All travel details• Booth duty schedule• Meeting schedule• PR schedule

The Toolbox• We travel with: – Adhesives – Zip ties – Sewing kit – Spray cleaner – Trash bags – Extra batteries – Shout wipes – First aid kit – Extra extension cords

Trick or Treat

Trick or Treat• Offer something of value – not just something with your name on it.• Accept that 80% of gifts will be re-gifted.• Offer something that is easy to carry.• Offer something that serves an immediate need or purpose.

At The Show

Available in 22 languages with more than20 country specific content options

After the Show

After The Show• Compile email list and follow up with leads• Recap the event on website and blog• Create galleries for Facebook and Twitter• Survey booth workers• Begin planning for next year

Measuring Success- Set strategic goals at the outset - What is the call to action on each page of each outlet? - Visit our website? - Call us? - Purely informational/educational? - News provider?- What will you measure? - Site traffic? - Friends/Fans? - Conversion?

• Initially, set attainable goals – 100 fans in first month – Increased website traffic• Then increase goals – Conversions – Bounce backs

A final thought…

Questions?

www.tincansunlimited.com@tincansllcFacebook • laura@tincansunlimited.com

String Theory• Visit our blog, “String Theory,” at www.tincansunlimited.com for the latest thoughts and concepts on marketing in the digital age.• Visit us on Facebook• Follow us on Twitter: @tincansllc• Connect with us on LinkedIn

Strategies for Maximizing Your Trade Show Investment

by Tin Cans Unlimited

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