You've decided to attend a trade show. So how do you get people excited about the event? How do you let people know you're attending? Better yet, how do you get attendees to circle your booth on the map as a "must see"? The answer: pre-show marketing.
Pre-show marketing is targeted advertising directed at attendees prior to start of the trade show. An effective campaign integrates multiple media to touch prospective visitors at least 3 times before the show opens. Here are some ideas to get you started:
- Mass Media- start with press releases, print advertising, and publicity in industry journals, also show specific publications like the official show directory
- One to One media- mail personal letters of invitation, postcards, or formal invitations, and include an exhibit pass when available
- Promote your presence at the trade show or event via your website, blog, Facebook, Twitter, etc.
- Round out your campaign with personal phone calls and emails
- Offer coupons for a free item; prospects redeem the coupon when they visit your booth at the show
The average exhibitor allocates only 6% of their show budget toward pre-show marketing. Speedpro Frisco recommends investing at least 15% because it can make the difference between a busy exhibit and standing around watching people pass you by.
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