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Additional resources

Trade Show Marketing Secrets: Using Trade Shows to Learn about Customers and Competitors

A trade show might seem like an unlikely place to carry out market research. After all, most trade show exhibitors go to trade shows to sell their products, or interact with other members of their trade or industry. In reality, though, a trade show can be an excellent place to study your product market. Here are some tips for how to use your trade show experience to learn about customers (and competitors).

First, before the trade show begins, familiarize yourself thoroughly with the competition. Read their materials and look carefully at their displays. Then use that competitive knowledge to gain more information. Talk to people, ask lots of questions, pay attention.

Some of the best information on your competitors comes from customers. That´s one of the many good reasons to talk to as many people as possible at trade shows. Every prospect has information you need, even if they don´t want or need your products. What are they interested in? Who do they buy from? Why? How much do they buy? When? At what price? The answers don´t have to result in a sale to be valuable. You can scout out new suppliers, scope out new and existing competitors, partner with allies and even shop for other trade show venues -- all by listening to what these important visitors tell you. That's trade show marketing research at its best!

If you see your competitors´ materials in the hands of a visitor, ask them what they think of the company, its people and products. How do their prices compare? It never hurts to hear from decision-makers about what they think is important. Also, people like to be asked their opinion. It makes them feel important. You´ll be surprised at just how much information some people are willing, and eager, to share. Ask them and they´ll probably tell you; they'll be doing much of your trade show marketing research for you...

Most of this trade show marketing information is never written up or printed anywhere. It resides inside people´s heads and won´t come out unless they talk to someone. Why shouldn´t it be you? Make contact. Join the human network; it´s the most valuable (and inexpensive) network you can access. Attending conferences, conventions and trade shows is still the best way to make connections and gather marketing intelligence that you can use yourself or pass along as "inside" information to a customer, prospect, vendor or partner.

While you´re at the trade show, remember to regularly pool trade show marketing research information with team members. Individual observation should be balanced with group intelligence to help put the big picture into focus and widen the perspective. A group can gather far more trade show marketing information than any one person can collect alone. Comparing notes before, during and after the show will spread that knowledge around and could also point to information gaps that you should be filling.

What Kind of Pre- Trade Show Marketing and Post- Trade Show Follow-Up Marketing Should Your Company Do?

Going to a trade show without advance preparation is a waste of time and money. Pre trade show marketing is critical to let potential customers know about your booth. Ask the show's organizers for a mailing list of people who are signed up to attend the event. At the very least, send an announcement of your hours and your trade show booth number to attendees. And let them know what you're selling or promoting.

Better yet, devise a two-part trade show marketing promotion: Send out half of a prize in the initial announcement, and reward the clients on your mailing list with the second half of their prize when they stop in at your trade show booth. It's a classic trade show marketing promotional gimmick — and it works.

Don't forget the press either. A good press release may elicit some media attention from your industry trade press — and it's also a useful way to contact clients and prospects. In fact, if you have the resources for only one pre-trade show marketing effort, a press release may be your most cost-effective option.

Post-trade show marketing follow-up is equally essential to making the most of your investment. As soon as you return from the trade show, send a follow-up letter to the entire mailing list to whom you announced your trade show booth before the trade show. Then send qualified leads you garnered at the show a more robust follow-up marketing mailing package (just don't duplicate the information available at the booth). Finally, there's no substitute for the old-fashioned telephone call. It's the most powerful post-trade show marketing follow-up, and you should be sure to call every lead contacted at the event.

Avoid These Common Trade Show Marketing Mistakes:

The key to great trade show exhibiting is trade show marketing. But trade show marketing is a very inexact science that leaves room for a multitude of errors to occur. The following are ten of the most common trade show marketing mistakes trade show exhibitors often make. Learn to avoid them and you will increase your chances for a successful trade show.

1. Failing to have a proper trade show marketing plan. Having both a strategic exhibit marketing and tactical plan of action is a critical starting point. To make trade shows a powerful dimension in you company’s overall marketing operation, there must be total alignment between the strategic marketing and your trade show marketing plans. Trade shows should not be a stand-alone venture. Know and understand exactly what you wish to achieve: increasing market share with existing users, introducing new products and services into existing markets, or introducing new or existing products and services into new markets. This is the nucleus around which to build.

2. Failing to have a well-defined trade show promotional plan. A significant part of your marketing includes trade show promotion—pre-show, at-show and post-show. Most exhibitors fail to have a plan that encompasses all three areas. Budget is naturally going to play a major role in deciding what and how much trade show promotional activity is possible. Developing a meaningful theme or message that ties into your strategic trade show marketing plan will then help to guide promotional decisions. Know whom you want to target and then consider having different promotional programs aimed at the different groups you are interested in attracting. Include direct mail, broadcast faxes, advertising, PR, sponsorship and the Internet as possible ways to reach your target audience.

3. Failing to use direct mail effectively. Direct mail is still one of the most popular trade show promotional vehicles exhibitors use. From postcards to multi-piece mailings, attendees are deluged with invitations to visit trade show booths. Many of the mailings come from show management’s lists and as a result, everyone gets everything. To target the people you want to visit your trade show booth, use your own list of customers and prospects—it’s the best one available. Design a piece that is totally benefit-oriented and makes an impact. Mail three pieces at regular intervals prior to the trade show, starting about four weeks out, to help ensure your invitation is seen. When possible, use first-class mail. There’s nothing worse than a mailing that arrives after the trade show is over.

4. Failing to give visitors an incentive to visit your trade show booth. Whatever trade show promotional vehicles you use, make sure that you give visitors a reason to come and visit you. With a hall overflowing with fascinating products and services combined with time constraints, people need an incentive to come and visit your trade show booth. First and foremost their primary interest is in what’s new! They are eager to learn about the latest technologies, new applications, or anything that will help save them time and/or money. Even if you don’t have a new product or service to introduce, think about a new angle from which to promote your offerings.

5. Failing to have trade show giveaways that work. Tied into giving visitors an incentive to visit your trade show booth is the opportunity to offer a premium item that will entice them. Your trade show giveaways should be designed to increase your memorability and communicate, motivate, promote or increase recognition of your company. Developing a dynamite giveaway takes thought and creativity. Consider what your target audience wants, what will help them do their job better, what they can’t get elsewhere, what is product or service related and what is educational. Think about having different gifts for different types of visitors. Use your Web site as a trade show marketing tool, to make an offer for visitors to collect important information when they visit your trade show booth. Trade show Giveaways should be used as a reward or token of appreciation for visitors participating in a demonstration, presentation or contest, or as a thank-you for qualifying information about specific needs, etc.

6. Failing to use press relations effectively for trade show marketing. Public relations is one of the most cost-effective and successful methods for generating large volumes of direct inquiries and sales. Before the trade show, ask show management for a comprehensive media list and find out which publications are planning a special show edition. Send out newsworthy press releases focusing on what’s new about your product or service, or highlighting a new application or market venture. Compile trade show marketing press kits for the press office that include information about industry trends, statistics, new technology or production information. Include good product photos and key company contacts. Have staff members at the trade show booth who are specifically assigned to interact with the media.

7. Failing to differentiate. Too many exhibitors are happy to use the “me too” trade show marketing approach. Examine their trade show marketing plans and you will find an underlying sameness about them. With trade shows that attract hundreds of exhibitors, there are very few that seem to stand out from the crowd. Since memorability is an integral part of a visitor’s trade show experience, you should be looking at what makes you different and why a prospect should buy from you. This is of particular concern with generic products in your industry. Every aspect of your trade show marketing plan, including your trade show promotions, your trade show booth and your staff should be aimed at making an impact and creating curiosity.

8. Failing to use the trade show booth as an effective trade show marketing tool. On the show floor, your trade show exhibit makes a strong statement about who your company is, what you do and how you do it. The purpose of your trade show exhibit is to attract visitors so that you can achieve your trade show marketing objectives. In addition to it being an open, welcoming and friendly space, there needs to be a focal point and a strong key message that communicates a significant benefit to your prospect. Opt for large graphics rather than reams of copy. Pictures paint a thousand words, while very few exhibitors will take the time to read. Your presentations or demonstrations are a critical part of your trade show marketing. Create an experience that allows visitors to use as many of their senses as possible. This will help enhance memorability.

9. Failing to realize that your people are your trade show marketing team. Your people are your ambassadors. They represent everything your company stands for, so choose them well. Brief them beforehand and make sure that they know why you are exhibiting, what you are exhibiting and what you expect from them. Exhibit staff training is essential for a unified and professional image. Make sure they sell instead of tell, don’t try to do to much, understand visitor needs, don’t spend more time than is necessary and know how to close the interaction with a commitment to follow up. Avoid overcrowding the trade show booth with company representatives. Have strict rules regarding employees visiting the trade show and insist staffers not scheduled for trade show booth duty stay away until their assigned time.

10. Failing to follow up promptly. The key to your trade show success is wrapped up in the lead management process. Plan for follow-up before the trade show. Show leads often take second place to other management activities that occur after being out of the office for several days. The longer leads are left unattended, the colder and more mediocre they become. It is to your advantage to develop an organized, systematic approach to follow-up. Establish a lead handling system, set timelines for follow-up, use a computerized database for tracking, makes sales representatives accountable for leads given to them and measure your results.

Trade Show Marketing With Newsletters:

Newsletters are an excellent way to keep in touch with customers and to keep your company name in their minds. A good company newsletter can also be a useful trade show marketing vehicle. It can build credibility, image and relationships.

The first rule of success is to design the newsletter to be a fast read, packed full of valuable information offering your customers ideas to help improve their businesses and their lives. Articles in your trade show marketing newsletter should focus on techniques for increasing profitability. The trade show marketing newsletter should not be a self-aggrandizing piece of puffery full of promotional information about your products/services. Newsletters can be as simple or as elaborate as you like, but if you are just beginning, it is wise to keep them simple.

For trade show marketing purposes, they can be used as pre-show, at-show and post- trade show marketing promotional pieces. Newsletters allow you to become the expert in your area. You can get the edge over your Competition by teaching your customers how to become better consumers.

Here are 10 guidelines to help make trade show marketing newsletters more effective:

1) Have a plan. Your trade show marketing newsletter should have a purpose, set objectives and a defined audience. All these will help to create the right material to include.

2) Stick to a schedule. Decide how often the trade show marketing newsletter should be published. Be realistic. Opt for a quarterly or bimonthly piece in the beginning. It is always better to increase, rather than decrease, the number of issues. It is important to stick to your schedule. After a few issues, people start to expect it and look forward to receiving your piece.

3) Choose your offering. There are two ways to offer a trade show marketing newsletter. You can buy a generic piece that is sold to many different businesses with your company name imprinted on the piece. The alternative is to produce the trade show marketing newsletter yourself. This obviously allows you the freedom to print whatever marketing information will be most useful for your customers.

4) Publish your own trade show marketing newsletter. With desktop publishing, using a computer, printer and special software programs, it is easier, faster and less expensive than ever to publish and produce your own newsletter in-house.

5) Gather trade show marketing information. There are numerous sources where pertinent material to include can be found. Solicit information from customers, suppliers, consultants and employees. Review books, tapes and videos. Scour trade, professional, business and government publications.

6) Things to include: general topics that could be regular sections or columns in your trade show marketing newsletter include case studies about your customers using your products/services (get their permission before publishing anything), trends in the industry, new product/service information, quizzes, humor/cartoons, quotes, quick tips and information on how to obtain free articles/samples.

7) List your trade show schedule. Let customers know in plenty of time where and when you will be exhibiting at the trade show. This can act as a forerunner to your other pre- trade show marketing promotional material. Use the newsletter as a teaser for new products/services you plan to introduce at a trade show.

8) Stimulate feedback. One of the main disadvantages of a trade show marketing newsletter is that it is a one-way communication tool. Consequently it is important to stimulate feedback to help make the piece more powerful. Write about items that require people to call you for more details. Offer free special advice. Whatever you do, make it easy for them to respond. Have an 800 number to caller an easy-to-use fax-back form.

9) Keep it friendly. Your writing style in your trade show marketing newsletter should be personal, allowing customers to feel that they are hearing from a person. Keep stories short—less than half a page each.

10) Make it mandatory. It should be mandatory for every staff member to read the trade show marketing newsletter. They need to be current with any information written, especially with items where customers may call for more information. Newsletters are most successful and more highly regarded when they offer useful and practical information. They should not be viewed as an advertising piece. Remember to always keep its purpose in mind: building your image and causing people to want to work with you.

Trade Show Marketing – keeping the crowd close to you

In today's society, it takes a simple, unique message to capture attention and communicate your sales pitch to trade show visitors. Exhibiting at trade shows is a form of advertising, just like the advertising that your company places in trade magazines, journals, and newspapers. If you place an advertisement with color next to those in black in white, your ad will get more attention. In the same way, a company that uses a trade show entertainer to introduce the company and its products is most likely to draw the largest crowds, gain the most attention, and do the most business. Using trade show marketing entertainment can be a clever and subtle way to increase foot traffic to your booth and keep it away from your competitors.

At your next show, ask people why they stop at various booths. You'll find that an attractive booth will stop some people, a pre-developed interest draws others, but a live, trade show entertainer can stop them all. That is why using an entertainer to do your trade show marketing can be an excellent solution.

In short, your booth with a trade show entertainer is like the color advertisement compared to the black and white ad in a marketing program. Any participation in a trade show is costly, but you can ensure your success by using a "grabber" to make sure that the largest possible number of people will be exposed to your company’s message and products. You should provide a trade show entertainer with current advertisements, catalog and sales sheets, publicity materials, company background, and detailed information on your products so that he/she can entertain and speak authoritatively to your prospects simultaneously.

Trade show marketing can and will blend these offerings into your contests, giveaways, and literature. This will insure that your information will not end up with the other 75% of the information that is thrown away before it is inspected. Trade show marketing delivered via an entertainer will provide giveaways that are both unique and memorable, making sure that your prospects see your message again and again after the show.

Making Trade Show Marketing Work

According to the Center for Exhibition Research (CEIR), trade show exhibitions come in second only to direct sales in generating new and repeat sales for most companies.
If you are like most people, you are looking to make your marketing dollars work harder, especially with current decrease in corporate spending that has allied itself with the downturn in the economy. Everyone is looking to improve their return on investment, and for some, unfortunately, that may mean cutting the huge expense of trade show marketing out of their budgets. Trade shows are a great marketing tool for those who take advantage of the benefits. So what are some ways to make trade show marketing work better for your company?

Picking the Right Trade Shows
Obviously, you need to start with the basics - who will be attending and who else is exhibiting? But you can dig much deeper than that. Start asking the trade show organizers questions like where do attendees spend most of their time, what specific product categories are they most interested in, and how the event compares to competing trade shows. Just knowing that there will be 5000 attendees may not help you if few are interested in your product category.

Choosing an Objective
Pick an objective and stick with it. "But I'm here to get leads", you say. Absolutely, but trade shows can also help you do a number of other things like getting feedback and generating buzz for new products, educating potential customers on the benefits of your current products, finding new distributors and meeting people in other industries, and promoting your brand.

Pre-Show Advertising
Make sure your current customers and industry members know you are going to be at a particular trade show. You can do this by sending out teaser postcards with your booth number or advertising in trade magazines. If you are going to launch a product, gradually leak information about it in pre-trade show materials. Create a website that hints at what it may be and include the url in your teaser promotions. If you're having a contest for free tickets to an event, let people know they need to come to your booth to sign up for the drawing. The more pre-show buzz you can create, the more popular your booth is going to be.

Making Your Booth Stand Out
Having a really nice booth can definitely attract traffic and media attention. You only have a couple of seconds to grab someone's attention, and anything that may set you apart from the other booths will drastically help. Think of it this way. Having a creative setup for your booth means you've thought quite a bit about the event and put a lot of time and effort into making it happen. This enthusiasm will transfer to your booth staff as they talk to visitors. The more "into it" your staff is, the more leads you are going to generate.

Ask For Feedback
You have a huge pool of customers and potential customers available to you. Do some market research. Ask them what they think of your booth and presence at the trade show, your product, whether your sales staff has been helpful, and any other questions you've been dying to learn from your customers. Ask for feedback before you give them your promotional goodies, or give those people that have filled out the survey something better than what you hand out ordinarily.

See What Your Competitors Are Doing
Another major benefit of trade shows is that your competitors are there as well. Now you can check up on what they are doing, who their business partners are, and what kinds of visitors they are getting. You can also pick up some of their corporate literature to compare to your own.

Publicity - Give the Press a Story
Trade shows provide excellent opportunities to meet and interact with key industry journalists. If you can, set up a time to chat with them to let them in on how your company is innovating the industry or the success of events you've done. If you can, volunteer to be a speaker or panelist at the trade show to gain further media exposure. You may also look to sponsor a speaker or panel. While you're at it, make sure you keep copies of your press kit in your booth, as you never know when members of the press might drop in.

Meet As Many People As You Can
Face to face interaction can really improve sales. Make sure your staff is well trained in answering questions about your product or service.

You should also do some networking yourself. You can meet a lot of people at a trade show just by checking out other booths and talking to their staff. Some of your contacts may become potential business partners. Some may bring new customer leads. And it doesn't hurt to expand your working network in case other opportunities may arise in the future.

Measure Your Return On Investment
At the end of the day, you want to make sure your costs were justified. Did you generate enough leads to justify the cost? How did your numbers compare to previous years or other trade shows you've done? Why did people visit your booth - because you had a pretty booth design and promotional giveaways or out of interest for your product? How effective were your sales staff - what did visitors think when they walked away?

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