People meeting to grow business

Once you have created a professional exhibit for a trade show, it is important to proactively promote that your company will be in attendance. After all, solid exhibitor promotions can increase booth traffic tremendously.

Target – Develop a target mailing list from all available sources, previous customers, current customers and qualified prospects. Announce what product or service will be in your booth and which key personnel and officers will be at the show.

Advertise – Maximize advertising by adding a promotional message to the current trade advertisements about your booth. A tag line identifying your booth number and products on display is an inexpensive way of increasing booth traffic. Also, photocopies or reprints of ads can be inserted in company mailings.

Press – Diligently create publicity by sending press releases on who and what will be in your booth. Announce new products, services and personnel at the show. Don’t assume that the press remembers everything about your company. Make sure advertisements feature your exhibit in that specific show.

Invite – Sending personal invitations to key prospects along with free passes or tickets is extremely effective. Encourage them to preregister for the show. Recent Trade Show Bureau studies indicate personal invitations are the best way to attract prospects to your booth. These invitations communicate to potential customers the value you place on their business.

Network – Supply your business partners (trade associates, chamber members, community groups, professional associations, alumni, etc.) with information about the show. Make sure they know what is going to be in your booth. Perhaps they have a customer who needs to talk with one of your key officers; an appointment could be set up in advance.

Advertise, alumni, chamber of commerce, community group, James Staton, Lionel Spearman, Network, professional association, promotion plan, Stephen Bailey, Target, Trade Show