Marketing in today’s environment is not all about social media. There is still very much a place for the traditional trade shows and promotional events in a multi-channel marketing programme. People continue to enjoy doing business ‘face-to-face’ and events like the recent Cheshire Show are ‘not to be missed’ for business networking and pushing the brand. But it really is about quality not quantity so be picky and think about the ROI of committing to a show. Make sure if you commit to attending an event that you send your best people who you know will do a good job.

Today’s show attendee is also likely to want much more information from you – with the advent of the internet so much more information is readily available at their fingertips – why should they take time out to visit your stand? Be engaging, be inspiring and be different. Standing out from the crowd means making an impression in a short space of time at an exhibition. Use colour, movement, unusual giveaways or even sounds or music on your stand to attract the crowds in and get them engaged. Make sure everything is correctly branded and that the messages used are simple – there is little time for visitors to read the company history but they will remember a simple marketing message or strapline on a branded t-shirt or baseball cap!

Maximise the marketing undertaken by the event organisers. Make sure you get your programme copy and any images or photography in early to get a good placement in the run up to the show. Tell your customers which events you are attending and invite them to visit your stand. If you can, then have a demonstration or live talk at a certain point of the trade show day which customers and show guests can be invited to or made aware of beforehand. Drive those people to you!

…and when they do get to you make sure you capture their details to keep them informed of your business news and on board with the brand. Prize draws are the simplest and most effective way of getting people to hand over their contact details. Business card draws are even simpler – easy, permissive marketing. Research tells us that some 80 per cent of leads gathered at trade shows are never followed up! Make sure that you capitalise on your hard work and efforts and make that contact after the event. Take time out to thank people for taking an interest in your stand and you’ll see them again next year!
 

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