Marketing Trade Shows

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  • on 01.06.09
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  • One of the most important ways trade shows are valued is the number of qualified individuals who register and attend the show, walking the isles and looking at the booths. The major ways to market trade shows to these prospective attendees is through radio, print and direct mail brochures, along with billboards. My challenge to you is: find more innovative marketing methods currently being used and tell me about them.


  • Hello - Thank you for your question. If you choose to rate this answer, please ask for any clarification you may require prior to doing so. Thank you. There are several different tactics for promoting trade shows: (1) Partnering with Associations Since trade shows are generally industry-specific events, it makes a lot of sense to partner with associations indigenous to the respective industry. This enables you to tap into existing memberships for targeted advertising and/or incentive programs to reach individuals in the industry that are most likely to want to attend the show. Parternships could involve having the association endorse the event in exchange for publicity to members. (2) Trade Publication Advertising If a trade publication will be attending a show, a great opportunity lies in swapping highly relevant ad space for exhibition space. If this isn't available, placing advertisements in the publication itself along with on their website is very advantageous. (3) Extra Incentives for Attendees Free or discount onsite consulting, training, or equipment; even unrelated things such as vacation tickets. These extra incentives can be that "little extra thing" that gets individuals to attend. (4) Direct E-Mail Opt-in, non-spam, targeted bulk email can be an effective means to getting the word out about a show. It can also be an alternative to snail mail. This goes hand in hand with association partnerships mentioned above. Advertisements in listserv type mailing lists can be another similar option. (5) Bulky mailings One study found that physical mailings with "bulky" contents -- such as pens, key chains, or other widgets -- made mailing more effective. People are much more inclined to open mail that has an object in it. Something such as a pen, which has everyday usability, could serve as a constant reminder every time it's picked up, by having the trade show name and date on it. (6) Web Advertising Advertising on relative Web sites with banner type advertisements is a great way to reach a target audience. For example, a sound engineering trade show could be advertised on any number of thousands of music engineering aficionado web sites, as well as retail recording gear sites. These links have additional information on the above topics: ASSOCIATION INVOLVEMENT / TRADE PUBLICATIONS / EXTRA INCENTIVES http://www.expoweb.com/expomag/backissues/1991/0891_lowcost.htm PROMOTING TRADE SHOWS AS A SUBSCRIBER BENEFIT http://circman.com/ar/marketing_promoting_trade_shows/ EMAIL MARKETING AND TRADESHOWS http://www.gotmarketing.com/archive/splash_2003/may2003.html BULKY PRE-SHOW MAILING http://www.uslogo.net/trade_show.htm ??????????????????????????????????????????????????????????????????????????????? Here's a link that lists several successful ideas from real world association representatives who have held shows (in "letters to the editor" format): ATTENDANCE PROMOTION NOTIONS AT EXPO WEB http://www.expoweb.com/expomag/backissues/1994/0594_promotions.htm ??????????????????????????????????????????????????????????????????????????????? Below are two documents from the Center of Exhibition Research containing research on the most effective ways to market trade shows. They are $16 each: http://www.ceir.org/store/storeItem_details.asp?storeItem_id=26 http://www.ceir.org/store/storeItem_details.asp?storeItem_id=145 ??????????????????????????????????????????????????????????????????????????????? Additional Links ---------------- Exhibitor Online articles for $5/ea. http://www.exhibitornet.com/topics/AttendancePromotion.asp Profitable Trade Show Articles/White Papers http://www.profitabletradeshow.com/wp/w1.shtml Search strategy --------------- "trade show" "attendance promotion" ideas OR concepts OR tips trade show marketing ideas "market your tradeshow through" "trade show by" "trade shows by"







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