Start promoting the show as soon as a date is set.
Trade shows and business expos are venues for promoting your company’s products and services to a wide audience. To make the most of this promotional investment requires detailed pre-trade show marketing efforts designed to attract attention, raise awareness and encourage attendance.
Email marketing campaigns are fast, cost-effective ways to get news about your trade show exhibit in front of the right people. Develop one email campaign for your current clients and customers that describes where you’re exhibiting and why they should attend. Create a separate email for colleagues and business-to-business customers, inviting them to be part of a extraordinary business networking event. Provide a link to your website for more details and include a link to the event registration page.
Social Media
Use social media business accounts to create buzz about your upcoming exhibit. Include photos of the venue and provide ongoing preshow updates on how your trade show theme and booth design is developing. Invite feedback and questions from your followers and keep people coming back by posting teasers about show raffles and prize giveaways.
Newsletter
Use your company newsletter to promote your participation in the trade show. Give readers a rundown of what the exhibit offers, the various exhibitors scheduled to participate, and highlight fun aspects of the event. Presentations, giveaways, food and entertainment are good draws.
Direct Mail
Send direct mail trade show invitations to your customers, vendors and prospect lists. Include an entry ticket or a raffle ticket to entice them to show up. If you’re offering trade show discounts, tease them in your direct mail piece or offer a “mystery discount” redeemable in person the day of the event.
Website
Use your website to post pictures and video clips from previous trade shows. Provide regular updates about what visitors can expect, and highlight networking and business-building opportunities that are available. Many trade shows feature a mixer or professional development component, which can be big draws for attendees.
Paid Advertising
Consider cost-effective advanced advertising in media that targets your market. Promote your exhibit and highlight specials, promos and discounts, especially show-only offers. If you’re debuting a new product or service at the event, use paid advertising to promote it. Paid advertising is especially useful if you are the host of the trade show.
Timing Your Marketing
Start promoting your trade show participation on your website and through social media as soon as you book the date. If you’re attending a national or international show, begin issuing invites and placing ads six months in advance, with more regular marketing communication efforts coming in the last several weeks leading up to the event. Local shows can be marketed two months in advance.
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