Preparing for the NHCOC B2B Expo
How to Market at a Trade Show
You must market your goods and services at trade shows just as you would at any other networking event. Marketing means letting getting out the word about your products and means building your prospects' trust. It means listening to what they need and solving their problems. Here's some help for your next trade show.
Step1
Decide on a marketing theme. It's best to pick one or two benefits that speak most to the type of clients who'll be attending the show. Efficiency, problem solving, saving time, boosting profits and a gaining a leg up on the competition are all good customer benefits to highlight.
Step2
Make a marketing plan for the trade show that includes activities before, during and after the event. Decide who's responsible for each activity and set deadlines everyone can meet. Have regular meetings to make sure everyone's on board.
Step3
Coordinate your marketing materials. The most effective way to reach potential clients is through diverse mediums. Some respond to flashy brochures, some prefer information products like white papers and some like to check you out on the Internet.
Step4
Give your marketing materials a consistent look and message. The colors, fonts and graphics should be the same for each medium. Produce a brochure or flier especially for the show with your marketing theme, show specials and discounts. Let your website introduce potential clients to the rest of the benefits you offer.
Step5
Get creative with your trade show presentation. Encourage people to check out your booth with a contest, quiz or some tasteful entertainment, like a magician. Remember, they'll be bombarded with marketing gimmicks, so make yours engaging.
Step6
Explain your marketing theme to your staff and offer multiple ways of carrying the message. Role play so they learn how to present the company at the booth. You don't want them facing situations they're not prepared to handle.
Step7
Add hot prospects to your marketing list. Follow up from the trade show with a phone call and direct mail pieces.
You must market your goods and services at trade shows just as you would at any other networking event. Marketing means letting getting out the word about your products and means building your prospects' trust. It means listening to what they need and solving their problems. Here's some help for your next trade show.
Step1
Decide on a marketing theme. It's best to pick one or two benefits that speak most to the type of clients who'll be attending the show. Efficiency, problem solving, saving time, boosting profits and a gaining a leg up on the competition are all good customer benefits to highlight.
Step2
Make a marketing plan for the trade show that includes activities before, during and after the event. Decide who's responsible for each activity and set deadlines everyone can meet. Have regular meetings to make sure everyone's on board.
Step3
Coordinate your marketing materials. The most effective way to reach potential clients is through diverse mediums. Some respond to flashy brochures, some prefer information products like white papers and some like to check you out on the Internet.
Step4
Give your marketing materials a consistent look and message. The colors, fonts and graphics should be the same for each medium. Produce a brochure or flier especially for the show with your marketing theme, show specials and discounts. Let your website introduce potential clients to the rest of the benefits you offer.
Step5
Get creative with your trade show presentation. Encourage people to check out your booth with a contest, quiz or some tasteful entertainment, like a magician. Remember, they'll be bombarded with marketing gimmicks, so make yours engaging.
Step6
Explain your marketing theme to your staff and offer multiple ways of carrying the message. Role play so they learn how to present the company at the booth. You don't want them facing situations they're not prepared to handle.
Step7
Add hot prospects to your marketing list. Follow up from the trade show with a phone call and direct mail pieces.
posted by Laura @ 5:21 PM
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