Trade show marketing is best if you want to reach out to businesses and industry insiders. But how do you ensure that potential partners and your target demographics know that you are exhibiting at the trade show? You must use digital advertisements and engage in public relations through your website and social media pages. That way, the relevant parties know when you are exhibiting and where.
But that is just the tip of the iceberg. When marketing for your trade show, you cannot just send emails, make a few calls, update your web page, and expect a large crowd at your trade show booth rental Las Vegas. You need to have a complete marketing plan. And that starts with your trade show marketing objectives.
Trade Show Marketing Objectives
Your trade show marketing objectives will be based on which stage in the marketing funnel your brand wants to position itself. You must keep the needs of your prospects in mind. Your overall marketing campaign will also shape your trade show marketing objectives. In most cases, companies use trade show marketing to achieve one of the three objectives.
- Create awareness about your products or services
- Strengthen your relations with existing and potential customers at the trade show
- To maintain or grow your brand presence as a market leader or as a fast-growing company through a trade show appearance
Depending on your objective, you can work out the message. So now, with the high concept of your marketing objectives explained. Let us talk about the principles to follow.
Make Contact at Every Possible Opportunity
Even in trade show marketing, a single approach is never as effective as multiple approaches. Making contact at every possible opportunity applies before, during, and after the trade show. The more points of contact you have with your prospect, the more opportunities you build up for your trade show booth in Las Vegas. Use promotions, competitions, sponsorship, and participation at panels and conferences.
Appeal to the human
With digital marketing dominating marketing campaigns, it gets easy to forget about humans and pay attention to the data. The human who visits your trade show display rentals in Las Vegas is not a checkbox that reacts to only one particular stimulus. They respond to various advertising messages conveyed through images, videos, and words. A copy that is fun to read and gets the reader emotional will be far more successful than a list of features pasted on a signboard. Also, use images because, as the saying goes, “a picture is worth a thousand words.” It is about appealing to their innate associations and aligning those associations with your product.
Don’t fail to follow up
So your trade show appearance went great, your exhibit design in Las Vegas was the talk of the town, you met many people, and you collected many business cards. You might think now would be the right time to rest and recover. But that is a mistake that can ruin the efforts you have put into your trade show marketing. Follow-up is where most mistakes are made out of ignorance, fatigue, and apathy.
After having a conversation with prospects and getting their contacts, the last thing you should do is send a generic follow-up mail. All that does is make the prospect feel that their time and attention are expendable to you. Do not make that mistake; respect their time and make the call or send a personalized email that thanks them for visiting your trade show display in Las Vegas, followed by concrete dates for a follow-up discussion with them.
Obviously, not every contact you make will respond, so you must make that first call or send that first mail so that your sales team can prioritize which contacts to follow and what will be the next step to get them to convert and consider your business.