3. “[Brand] design rises above the clutter, delivering a
clear and consistent message.”
- Mark Gobe, Brand Jam
- (Allworth Press, 2007)
4. 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
5. 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)
6. Direct mail
E-mail blasts
Web ads
Social media
Phone call
Fax
Press coverage
7. Average response rate for
19% = pre-show mailer
3% = regular direct mail
41% = hand-delivered invitation
(Source: Exhibitor magazine)
8. Clean design
Use text version and
HTML
P.S. gets read
Short but intriguing
subject line without
CAPS, exclamation
points, spam-sensitive
keywords
9.
10. 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.
11.
12.
13. Pre-show mailer without a show name or booth #
E-mail with a broken hyperlink
Getting prospect’s names or company wrong
16. 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
17. 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
18. 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)
19.
20. 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
21. Qualify your leads
Plant seeds
Nurture them
Tend your garden
Pull the weeds
22. About 10% of your overall tradeshow budget
Spend smart not big
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
