Oh no, it can be one of an event manager’s worst fears… What if you plan to participate in a tradeshow and no one steps foot in your tradeshow exhibit?
Argh, just the thought, makes your heart race a bit, doesn’t it?
Perhaps you’ve never been to a show before or maybe what you have been doing, well, isn’t working. Any way you look at, you need to answer one very important question: How do you get the best, most qualified crowd to step foot in your tradeshow exhibit and spend time with you?
The first step down the path to tradeshow exhibit attraction is promotion. Plain and simple, it requires solid, consistent effort – before, during and after the show.
Here are five pre-show ideas for attracting more people to your next tradeshow experience:
- Socialize – You should always take the time to promote your participation in a tradeshow, using social and your very own blog (if you have one) to spread the word. Does the show have a hashtag? Use it. Make it part of your pre-show communication strategy. Do a little leg work – check out the event’s website site and any and all social media opportunities surrounding the event.
- E-mails – if the event or tradeshow allow it, send a branded notification to this email list. Keep it on message with a big, bold call to action. What’s in it for these attendees? Send a follow up and a reminder. Want them to pre-sign up for appointments? Direct them to a microsite which describes the benefits (again, what’s in it for them) of stopping by your exhibit. Give ‘em a reason, they’ll want to know.
- Be Direct – if time allows, communicate old school with a direct mailer. Again, make that call to action big and bold.
- Work from the Inside, Out – promote your participation to your internal audience as well. Give them the details and let them know why it matters. As your ambassadors, the internal team can talk it up. Use your Intranet, your internal communications and your company blog as the place to talk about this tradeshow or event. Design a post around success stories, show people why it’s not only important for you to participate in this tradeshow but why it’s vital for attendees to make it part of the tradeshow plan
- Maximize Marketing Opportunities – From event site web banner ads to coffee cup sleeves and escalator runners, most shows offer Exhibitors a variety of promotional opportunities both before and during the tradeshow. If your budget allows, maximize these opportunities to attract attention.
While this list may not be exhaustive, it’s a great place to begin. Fear not, with some planning and preparation, traffic will be high and you will be a Tradeshow Marketing hero.