New Exhibitor Training
January 17, 2013
“[Brand] design rises above the clutter, delivering a
clear and consistent message.”
- Mark Gobe, Brand Jam
- (Allworth Pr...
 Authentic = Your own voice
 Consistent = Recognizable
 Familiar = Addresses your target audience
 Emotional = Connect...
It takes 7 exposures to your message before
people remember:
 3 pre-show promotions / ads
 1 booth attraction
 1 giveaw...
 Direct mail
 E-mail blasts
 Web ads
 Social media
 Phone call
 Fax
 Press coverage
Average response rate for
 19% = pre-show mailer
 3% = regular direct mail
 41% = hand-delivered invitation
(Source: Ex...
 Clean design
 Use text version and
HTML
 P.S. gets read
 Short but intriguing
subject line without
CAPS, exclamation
...
 Free, but lots of “noise” to compete with
 The more you put into it, the more you get out of it
 Takes dedication (15-...
 Pre-show mailer without a show name or booth #
 E-mail with a broken hyperlink
 Getting prospect’s names or company wr...
www.americanmadeshow.com/exhibit/marketing
Not following up
(Don’t be this person!)
 Regardless of well you did (or didn’t do) during
the show
 Post-show sales can happen days, weeks,
months – even years!...
 Incentives
◦ Show specials (free shipping, value adds, display fixture)
◦ Giveaways / swag
◦ Contest or raffle
◦ No disc...
 Enhances rather than replaces F2F marketing
 76% of exhibitors (all industries) use some type of
technology in their ov...
 Start researching now!
 Trade publications (InStore, Retailing Insight,
Giftwear News, NICHE magazine)
 Consumer / lif...
 Qualify your leads
 Plant seeds
 Nurture them
 Tend your garden
 Pull the weeds
 About 10% of your overall tradeshow budget
 Spend smart not big
http://americanmadeshow.com/exhibit/marketing/
Pre showmarketingwebinar
Pre showmarketingwebinar
Pre showmarketingwebinar
Pre showmarketingwebinar
Pre showmarketingwebinar
Pre showmarketingwebinar
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  • If you’re making high-end work, invest in a more luxurious look / promotion (heavier paper, formal language). Impress the right audience, and customize to that target customer.
  • Consistent promotion is a continuum from pre-show, on-site and post-show.
  • 9,500+ Facebook fans, 2,700+ Twitter followers, 362 followers on Pinterest
  • Use codes, hand-in card, magic word
  • Reminder about wi-fi coverage not being in the hall
  • Pre showmarketingwebinar

    1. 1. New Exhibitor Training January 17, 2013
    2. 2. “[Brand] design rises above the clutter, delivering a clear and consistent message.” - Mark Gobe, Brand Jam - (Allworth Press, 2007)
    3. 3.  Authentic = Your own voice  Consistent = Recognizable  Familiar = Addresses your target audience  Emotional = Connects to people’s hopes, desires or life experiences  Innovative = Has that something different
    4. 4. It takes 7 exposures to your message before people remember:  3 pre-show promotions / ads  1 booth attraction  1 giveaway item  1 immediate follow-up  1 in-depth follow-up (Source: Marlys K. Arnold, Building a Better Trade Show Image)
    5. 5.  Direct mail  E-mail blasts  Web ads  Social media  Phone call  Fax  Press coverage
    6. 6. Average response rate for  19% = pre-show mailer  3% = regular direct mail  41% = hand-delivered invitation (Source: Exhibitor magazine)
    7. 7.  Clean design  Use text version and HTML  P.S. gets read  Short but intriguing subject line without CAPS, exclamation points, spam-sensitive keywords
    8. 8.  Free, but lots of “noise” to compete with  The more you put into it, the more you get out of it  Takes dedication (15-30 mins a day)  HootSuite is a lifesaver. All your accounts in one place. Schedule posts in advance.
    9. 9.  Pre-show mailer without a show name or booth #  E-mail with a broken hyperlink  Getting prospect’s names or company wrong
    10. 10. www.americanmadeshow.com/exhibit/marketing
    11. 11. Not following up (Don’t be this person!)
    12. 12.  Regardless of well you did (or didn’t do) during the show  Post-show sales can happen days, weeks, months – even years! – after an event  The longer you wait, the harder the sell  Know your follow-up message and method before the event  Tie in something personal from the conversation
    13. 13.  Incentives ◦ Show specials (free shipping, value adds, display fixture) ◦ Giveaways / swag ◦ Contest or raffle ◦ No discounts!  Lead Retrieval ◦ Scan attendee badges for business card ◦ Rented device through J Spargo ◦ Download paid app to your iPhone or iPad
    14. 14.  Enhances rather than replaces F2F marketing  76% of exhibitors (all industries) use some type of technology in their overall marketing plan  Use of QR codes has tripled since 2010  Tablets (surveys, demos, multimedia presentations) (Source: Exhibitor Magazine 2012 Reader Survey)
    15. 15.  Start researching now!  Trade publications (InStore, Retailing Insight, Giftwear News, NICHE magazine)  Consumer / lifestyle magazines (AmericanStyle, AmericanCraft, travel / tourism magazines)  Referrals from other artists (directly or indirectly) in your market  Web research  Top 20 Wish List
    16. 16.  Qualify your leads  Plant seeds  Nurture them  Tend your garden  Pull the weeds
    17. 17.  About 10% of your overall tradeshow budget  Spend smart not big
    18. 18. http://americanmadeshow.com/exhibit/marketing/

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