1. Have A Proper Trade Show Marketing Plan: Having both a strategic exhibit marketing and tactical plan of action is a critical starting point.
2. Have A Well-Defined Promotional Plan: A significant part of your marketing includes promotion - pre-show, at-show and post-show. Most exhibitors fail to have a plan that encompasses all three areas.
3. Use Direct Mail Effectively: Direct mail is still one of the most popular promotional vehicles exhibitors use. From postcards to multi-piece mailings, attendees are deluged with invitations to visit booths.
4. Give Visitors An Incentive To Visit Your Booth: Whatever promotional vehicles you use, make sure that you give visitors a reason to come and visit you. With a hall overflowing with fascinating products/services, combined with time constraints, people need an incentive to come and visit your booth.
5. Have Giveaways That Work: Tied into giving visitors an incentive to visit your booth is the opportunity to offer a premium item that will entice them. Your giveaway items should be designed to increase your memorability, communicate, motivate, promote or increase recognition of your company.
6. Use Press Relations Effectively: Public relations is one of the most cost-effective and successful methods for generating large volumes of direct inquiries and sales.
7. Differentiate Your Products/Services: Too many exhibitors are happy to use the "me too" marketing approach. Examine their marketing plans and there's an underlying sameness about them.
8. Use The Booth As An Effective Marketing Tool: On the trade show floor your exhibit makes a strong statement about who your company is, what you do and how you do it.
9. Realize That Your People Are Your Marketing Team: Your people are your ambassadors. They represent everything your company stands for, so choose them well.
10. Follow-Up Promptly: The key to your trade show success is wrapped up: Trade show leads often take second place to other management activities. The longer leads are left unattended, the colder and more mediocre they become.
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