MARKETING
The Who-What-When-Where-Why
and How of Trade Show Marketing
This may be the most important
question of all. How well you
promote and run your exhibit has
a direct effect on how well you do
in the show. Promote your presence
at the show through trade journal
ads, press releases, and even just
a line at the bottom of all your
communications so people to look
for you there. Consider how you will
provide and gather information at
the show. Will you have a looping
video message on a laptop or a
large screen? Brochures, giveaways,
or other handouts? Train your staff
thoroughly in advance so they
know the plan and feel comfortable
with it. Discuss how they should talk
Getting a Full Return on Effort?
with potential customers and the
importance of standing, looking
alert, and showing interest in the
Increase Revenue
attendees’ questions and needs.
Finally, have a plan for following up Gain Loyal Clients
leads after the show, and require
written feedback from your staff for
Improve
every single lead.
Management
Now that you’ve chosen the trade
Effectiveness
show(s) that line up with your goals
and budget, you’re ready to book
Innovate and Grow
your spot, pack up your exhibit, and
hit the trade show road.
Robyn Sachs is president of RMR & Associates,
a full-service advertising, marketing, and
Lesley
Closing the Gap Between Vision & Reality
public relations firm based in the Washington
Boucher
Renee
metropolitan area. She can be reached at:
Lewis
301.332.4677 • www.PensareGroup.com
rsachs@rmr.com.
1 ThinkBusiness June 2009 1
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