Target Your Approach to Trade Show Marketing

Posted by Bill Barrett in Tips, Trends

Trade shows can be very profitable investments for any size business. With direct access to hundreds or even thousands of prospective clients, it’s an opportunity you won’t find anywhere else. They typically last only three days, so you have to make the most of the limited timeframe. John Berwick, freelance technical writer, provides insight on generating targeted leads in his article, “How to Drive Targeted Traffic To Your Trade Show Booth.”

Targeted Mobile Advertising. Sometimes an eye-catching booth and a prime location just isn’t enough. Take advantage of the fact that nearly everyone on the trade show floor is carrying a smartphone and utilize targeted mobile advertising. Geo-targeting technology helps you increase consumer awareness. The best part is that you can target the people who already have an interest in your company. Use these ads to build excitement or offer a special promotion.

Prepare a List of Prospective Clients Prior to the Show. Plan ahead and compile a list of contacts or organizations that have previously inquired about your business. Contact the event managers and see if you can obtain a pre-registration list or a list of attendees from the previous year.

Tailor Your Marketing Efforts. Create pre-show marketing materials and send them out to your prospective client lists. You’ll be able to build a relationship with attendees before they even reach your booth. Consider reaching out to customers and scheduling appointments with them during the show. This will give you a better idea of what kind of traffic to expect, and you can tailor your pitch to meet their needs.

Read the full article for more tips.07