Fewer
than one in five exhibitors engage in any type of pre-show marketing. Yet those
exhibitors who take the time to reach out to attendees before the show even
starts consistently report greater satisfaction with their trade show
participation: increased sales, larger number of quality leads, and improved
ROI.
What
are they doing? Every exhibitor has a
slightly different approach, but here are three unifying traits:
1. Have an irresistible offer
What
can you use to lure hot prospects and valuable customers to your tradeshow
booth? Is it a chance to be the first to see the new prototype -- and enjoy
'invitation only' savings? Is it an exclusive educational seminar with an
industry superstar? Find an attraction that your target audience will find
irresistible.
2. Send out invitations
Send
invitations to those prospects you really want to see. Make sure you include the following
information: what show you're talking about, what booth you'll be exhibiting
in, the irresistible lure you're offering them, and how much you'd really like
to spend some time with them during the show.
3. Follow up
Always call to follow up on invitations. You can use this time to schedule appointments -- or to simply spur further interest in your booth. It's always better to speak to someone in person, but if you can't, leave an enticing voice mail message.
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