Promotion is a critical leverage point in tradeshow marketing. By applying a modest effort in planning and executing promotional strategies, you can double, triple, even quadruple the results of your investment.
Tradeshow marketers often get so preoccupied with designing and building their booths that they can forget to concentrate on driving qualified traffic. An investment in promotion is critical to your success, because...
- You cannot expect show management to do all of your recruiting for you.
- Business buyers generally plan their tradeshow time in advance. Research from the Center for Exhibition Industry Research (CEIR) found that 76% of attendees use pre-show information for this purpose.
- A fabulous booth is not an end in itself. The end is reached only by attracting qualified traffic.
- Front-end and back-end promotions extend the impact of the event over a longer period of time and deepen the resulting connections with customers and prospects.
Your Tradeshow Promotions Strategy