AllOut Marketing > Marketing Minute

Trade Show eTricks

Cheryl Schwanke
Marketing Consultant
AllOut Marketing, Inc

AllOut Marketing

  • Marketing Consulting
  • Internet Marketing
  • Creative Design
  • Event Management
  • Public Relations

e-TRICKS BENEFITS

  • Increase prospect contact, more closes
  • Better quality leads
  • Expand booth traffic
  • Boost media coverage
  • Reallocate marketing budget

e-TRICKS FOR...

  • Pre-Show Marketing
  • Show Site Visibility
  • Post-Show Evaluation and Marketing
  • Pre-Show Coordination

PRE-SHOW MARKETING

  • Targeted e-mails
  • Company web site
  • Show-site links/web banners

PRE-SHOW MARKETING

  • Attendees
  • Targeted e-mail, not spam
  • Hide addresses or use BCC
  • Company customer e-mail addresses
  • Pre-show registrant e-mail addresses
  • Opt-In

PRE-SHOW MARKETING
Attendee Message Goals

  • Keep copy short, to the point
  • Very clear subject line
  • Push toward next electronic interaction
  • Consider state e-mail marketing laws

PRE-SHOW MARKETING
What To Tell Attendees:

  • Announce tradeshow with booth #
  • Benefits of product
  • Include hot-link to co. web site
  • Offer VIP exhibit hall pass

PRE-SHOW MARKETING
Media

  • Publicize co. media web site
  • Announce press conference
  • Confirm press conference attendance

PRE-SHOW MARKETING

  • Attendees
    • Pre-qualify prospects
    • Use as lead generation tool
    • Part of overall lead management system
  • Media
    • Boost media coverage

PRE-SHOW MARKETING
Attendees

  • Tradeshow list
  • Provide free exhibit pass
  • Highlight workshops/presentations
  • Feature new products to be launched
  • Promote show giveaway, raffle
  • Pre-show web-based raffle
  • Pre-show quiz
  • Link to show web site

PRE-SHOW MARKETING
Media

  • Press conference schedule, registration
  • Company events, workshops, seminars
  • Electronic press kits (releases, photos)
  • Coordinate interviews at show
  • Hot links to product information
  • Link to show’s web site

PRE-SHOW MARKETING

  • Link on show web site
  • Web Banner Design
    • Eye-appealing with bright colors
    • Keep simple
    • Targeted toward prospects
    • Include call to action
    • Avoid "banner burnout" - modify

SHOW SITE VISIBILITY

  • Booth
  • Attendees
  • Media
  • Sponsorship

SHOW SITE VISIBILITY
Booth

  • Virtual broadcast on company web site
  • Digital pictures of booth attendees
  • Computer with web site in booth

SHOW SITE VISIBILITY

  • Attendees
    • E-mail reminder - free pass guests
  • Media
    • PR newswire on show opening
  • Sponsorship
    • On-line product locator

POST-SHOW EVAL/MARKETING

  • Web site
  • On-line newsletter
  • Post-Show exhibit evaluation
  • Trivia quiz
  • Attendee photographs

POST-SHOW EVAL/MARKETING

  • Follow-up e-mail
    • Check web for prize winners
    • Hot link to web site
    • Attach white paper, article, or case study
  • Electronic lead retrieval
    • E-mail diskette listing to home office
    • Segment, e-mail to sales reps
    • Especially if not returning to office immediately

POST-SHOW EVAL/MARKETING

  • Evaluate press conference
  • Evaluate web site
  • Post-show press kit
  • Exciting news from the show
  • Future tradeshows/conferences

PRE-SHOW COORDINATION

  • Shipping
  • Logistics
  • Show information
  • Electronic Funds Transfer
  • Giveaways
  • Booth Staff Communication
  • Competitive Intelligence
  • Confirmation

e-TRICKS BENEFITS

  • Increase prospect contact, more closes
  • Better quality leads
  • Expand booth traffic
  • Boost media coverage
  • Reallocate marketing budget

— Posted 08/29/2002

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