The ultimate 14 points to show promotion!
Today it’s more important than ever to ensure you do everything in your power to promote your presence at an exhibition.
The attitude of ‘it’s the organiser’s role’ really compromises your results. You are the captain of your ship and it’s important you do everything you can to stand out.
Consider following my ultimate guide to tasks and take steps to make sure your stand is on the ‘must attend’ list. Some activities are free and some have a small cost which you will need to assess – but think about the end game – your ROI.
Use this guide as a checklist to ensure you maximise your exposure.
Make it Homely
Stands can sometimes be quite rigid with hard lines and trendy furniture with no padding and no sense of comfort.
If you want to make visitors feel they can sit comfortably – consider padded chairs; avoid deep seated lounges as they are hard to get in and out of; look at incorporating benches with stools so it’s easy for customers to sit and rest.
Soften the look with cushions, use potted plants and flowers and keep the space relatively open so visitors can enter the stand with ease.
1. Define your promotion strategy
Is there a special theme or offer that will define the look of your stand that you can use in pre-show advertising and promotion?
2. Involve your agency and/or media relations company
You would be surprised how many companies who have an ad agency or media relations company don’t brief them early enough. Make sure they know what you’re doing – they can leverage extra coverage for you.
3. Exhibitor listing in the catalogue/show directory
Tailor your message for the visiting audience, don’t just write corporate blurb. Think about how you want to connect with the reader and leave them wanting to know more about your business!
4. Exhibitor online listing
This can be different from the printed version which normally has a word count limit. The online version allows you to add extra ‘sells’.
5. Onsite opportunities/directories
If the event has screens or information boards on display for example, explore bold listings, colour over your stand on the map to stand out or consider overall sponsorship of the screen or board.
6. Advertising in the catalogue/directory
Often this forms a reference guide long after the event closes, making it even more worthwhile to be in it. If you can’t afford an advertisement, think about a bold listing or including your logo with your company details. Remember to focus on the products/services and benefits, don’t get carried away with your company name!
7. Advertising in the event’s online and email material
This can be really cost effective as it will be circulated to a broad audience and connects with people who, for whatever reason, may not attend but have an interest in your products/services.
8. Consider advertising options around the event
Most events have a preview publication, outdoor billboards, radio or TV promoting their event. See how you can tap into these to heighten your awareness.
9. Daily News
A lot of events have a countdown in the weeks before the event, or daily news from the event. Again, from experience, these are under utilised by exhibitors and can be very cost effective to profile new releases and your stand activities.
10. Media
Most events retain a media relations company which is often under utilised. Send pictures and information about what you’re doing as it will often get exposure – and it’s free! If you have a media relations company, make sure they contact the event PR company so they work together to maximise results.
11. Make use of the free stuff
Many event organisers send you event promotional material including flyers, previews, stickers, posters, electronic tags etc. Use them to ensure your clients know you will be there – be sure to include your stand number.
12. Free tickets
If you run a competition for your customers across your database, ask the organiser if they could give you free tickets as prizes. It won’t cost you anything and it makes you a legend in your customers’ eyes if you save them the admission fee.
13. Include your details on everything
Send a personal letter (preferable) or email inviting customers to visit your stand and tell them what you will be offering as a show special (only available at the show), what you will be demonstrating and what’s new to see. Include the show logo on your email signature, your website, and everywhere else you can think of. You want to do this four weeks out from the event, promoting it each week in the lead up to the event.
14. Reward them!
Have a gift that rewards people who respond to your pre-promotion and visit your stand.
Remember your goal is to stand out! Having customers who come to the event but don’t know you’re there and spend money with another company doesn’t help you. Some simple pre-show exposure can ensure you come out on top and be seen.
See you on the floor.
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