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Ten Traps: Avoid These Common Exhibit Marketing Mistakes by Susan Friedmann The key to great exhibiting is marketing.
But marketing is a very inexact science that leaves room for a multitude
of errors to occur. The following
are 10 of the most common marketing mistakes exhibitors often make.
Learn to avoid them and you will increase your chances for a successful
show. 1.
Failing to have a proper exhibit marketing plan. Having a both a strategic exhibit marketing and tactical
plan of action is a critical starting point.
In order to make tradeshows a powerful dimension your company's overall
marketing operation, there must be total alignment between the strategic
marketing and your exhibit marketing plan.
Tradeshows 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/services into existing
markets or into new markets; or introducing new products/services into new
markets. This is the nucleus on
which to build. 2.
Failing to have a well-defined promotional plan.
A significant part of your marketing includes promotion -
preshow, at-show and postshow. 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 promotional
activity is possible. Developing a
meaningful theme or message that ties into your strategic marketing plan will
then help to guide promotional decisions. Know
who 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 promotional
vehicles exhibitors use. From
postcards to multi-piece mailings, attendees are deluged with invitations to
visit booths. Many of the mailings come from show management's lists and as
a result, everyone gets everything. To
target the people you want visit your 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 show, starting about
four weeks out, to help ensure your invitation is seen.
Wherever possible use first-class mail. There's nothing worse than a
mailing that arrives after the show is over. 4.
Failing to give visitors an incentive to visit your booth. Whatever promotional vehicles you use, make sure that you
give visitors a reason to come and visit you. With a hall overflowing with fascinating
products/services, combined with time constraints, people need an incentive to
come and visit your 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/service to introduce, think about a new angle to
promote your offerings. 5.
Failing to have giveaways that work. Tied into giving visitors an incentive to visit your booth
is the opportunity to offer a premium item that will entice them.
Your giveaway items should be designed to increase your memorability,
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/service related and
educational. Think about having
different gifts for different types of visitors. Use your website to make an offer for visitors to collect
important information, such as an executive report, when they visit your booth.
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. Public relations is one of the most cost-effective and
successful methods for generating large volumes of direct inquiries and sales.
Before the 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/service, or highlighting a new application or market venture. Compile press kits for the press office that include
information about industry trends, statistics, new technology or production
information. Also include good
product photos and key company contacts. Have
staff members at the booth who are specifically assigned to interact with the
media. 7.
Failing to differentiate. Too many exhibitors are happy to use the "me too"
marketing approach. Examine their
marketing plans and there's an underlying sameness about them.
With 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 visitors' 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 exhibit marketing plan, including your
promotions, your booth and your people should be aimed at making an impact and
creating curiosity. 8.
Failing to use the booth as an effective marketing tool. On the show floor your exhibit makes a strong statement about who your company is, what you do and how you do it. The purpose of your exhibit is to attract visitors so that you can achieve your 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 exhibit marketing.
Create an experience that allows visitors use as many of their senses as possible.
This will help to enhance memorability. 9.
Failing to realize that your people are your 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 that they sell instead of tell; don't try to do too much; understand visitor needs; don't spend too much time; and know how to close the interaction with a commitment to follow-up. Avoid overcrowding the booth with company representatives.
Have strict rules regarding employees visiting the show and insist
staffers not scheduled for booth duty stay away until their assigned time.
Assign specific tasks for company executives working the show. 10.
Failing to follow-up promptly. The key to your tradeshow success is wrapped up in the
lead-management process. The best
time to plan for follow-up is before the 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 time lines for follow-up, use a
computerized data base for tracking, make sales representatives accountable for
leads given to them, and then measure your results. |
