What is the most important part of showing at a trade show? Well I know that the first thing I worry about is the trade show promotion. I want to know how I am going to draw people to my booth and how the organizers will draw them to the show in the first place. Trade show promotion, in the end, is all a trade show really is. Without it, there are no people and without people there is no point in being there. Also, if you can’t draw the people to your booth, it doesn’t matter how many are at the show in the first place, now does it?
There are a number of trade show promotions you can do to make sure your booth is going to get traffic at the show. The first thing you can do is get a copy of the show attendance list from the previous year. Then, you can send targeted pre-show mailings to prospects as part of your own trade show promotion. Let them know about your company, what you are offering, and who the people will be at your booth that can help them. Then, to make sure you don’t get lost in the shuffle upon their arrival, enclose a map of the trade show floor with directions on where your exhibit will be in the space. Hook them with what you have and who can help then aid them in getting there to help your personal booth trade show promotion.
Another way of doing trade show promotion for your booth is through a premium giveaway. You can put some sort of return mailer or something with your mailing before the show that must be given to someone at your booth in order to redeem a gift or prize. You could also use a sweepstakes or some sort of drawing with entry forms or business cards as a form of tradeshow promotion. Use something to get the customers to your booth then have faith in your own ability to wow them once they get there.
Trade show promotion is important because it is the only way to make it worth while. The point of being an exhibitor is to reaffirm your relationship with existing customers and to get an idea of who new potential customers and partners might be. It is also a good time to check out your competition and see what they are offering out there. However, without good trade show promotion, you will be banking on the luck of having the right people walk past your booth. If you promote through mailers, contests, and prize redemption you can assure yourself a certain level of exposure no matter what else happens at the show.
If would like to find more of my personal articles on trade shows, please feel free to visit my website on trade show advertising!