In this article, you'll learn...
- Four ways to consistently engage your tradeshow audience
- How to use tradeshows as a long term, lead-generation tool
Tradeshow participation is proven to build brand awareness and help marketers discover new business opportunities. But the companies that fare the best—and maximize their return on investment (ROI)—are those that realize that simply showing up isn't enough.
This article outlines how to build a communications strategy that keeps customers and prospects fully engaged before, during, and after the show.
1. Plan in advance
The first step toward tradeshow success is creating an engagement timeline to support your company's strategic marketing plan.
It's also important to link all forms of communication (advertising, online marketing, media relations, public relations) together to achieve an action-oriented goal. Make sure your messaging aligns with your overall marketing strategy and clearly explains how your products or services can benefit customers and prospects. Value-added information, such as research data or company news that will help recipients solve a specific business challenge, is also helpful.
The key is to make sure communications are free of self-serving propaganda that could alienate customers and prospects.
2. Build quality traffic
Having a tradeshow exhibit doesn't necessarily ensure quality foot traffic. Engage customers and prospects well in advance of any event, and make it clear how they stand to benefit from visiting your booth. Incentives can include special show pricing, access to exclusive research or information, or an in-booth gift (or other giveaway) that provides a meaningful experience to prospects.