Trade show

  • Jun 28, 2019

Get More Traffic With Trade Show Promotions

Trade show promotions are the secret weapon of the veteran trade show manager. That's because, when done right, trade show promotions work so well, even though they require a smaller percentage of your budget.   Trade show promotions are money well spent.

At-show promotions are the activities and trade show giveaway items you do during the show to bring in more attendees into your exhibit. Just be sure to pick promotions that bring in your desired target audience, not just anyone at the show.

Don't just give things away - get information about prospects in exchange that will help you qualify and prioritize your leads


The Value Of Trade Shows Increases With A Plan

Business-to-business marketers actually invest more money on trade shows than any other marketing medium. That's because trade shows give greater access and influence on buyers that cannot be replicated in anywhere else. The Center for Exhibition Industry Research (CEIR) revealed the following about trade shows:

*88% of attendees have not been seen by a member of your company's sales staff in the preceding 12 months

*Seven out of ten attendees plan to buy one or more products *76% asked for quotes and 26% signed purchase orders (average all shows)

*72% of show visitors say the show influenced their buying decision

*87% of attendees will share some of the information obtained at an exhibition

*64% of attendees tell at least 6 other people about the event

*58% attend only the show in which you are exhibiting

*40% are first-time attendees

*It costs 22% less to contact a potential buyer at a show than it does through traditional field sales calls


Setting Objectives and Measurable Results

The first step in planning your trade show success is to set effective and realistic trade show objectives and measurements for them. Effectively planning your show's objectives allows the rest of your show to fall into place. Choosing the right measurement tools enables you to draw the correct conclusions following your trade show performance. The first question to ask is the most basic: Why are you exhibiting? While most go to generate leads and build awareness of their brand or products, many also exhibit to build relationships or introduce new products. Once you know the reason you are exhibiting, set objectives based on them that you can measure - and then measure and report them. Measurable objectives range from simple lead counts (200 leads at the XYZ Show) to Return On Investment goals (Generate $10 in sales for every $1 spent exhibiting at the XYZ Show).

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