You'll feel like a relic left over from pre-Electronic Revolution days if you don't have a Web site. However, many trade show managers, in a rush to construct and display a Web site, wind up with sites that lack compelling graphics or information that will be useful to their potential exhibitors. Without proper guidance you'll waste money ... and project an image of a business that isn't ready for this millennium. The solution: Find a reliable Web site designer who is familiar with trade show business and will hire writers who can create Web site copy that is powerful, persuasive, and informative. But don't put a site up until you're ready; you wouldn't want your Web site debut to fall flat. 4. You have a great Web site, but nobody sees it.

Those who aren't Internet savvy sometimes think that once they create a Web site, their prospects will automatically find it -- after all, that's what Web search engines are for, right? Wrong! Search engines are great if someone wants general information about trade shows, but there's no guarantee your show will be at top of "hit list." Because there are millions of Web sites on Internet, only sure way to differentiate your site from rest and drive traffic to it is through collateral advertising. Make sure your Web site address is prominently displayed on all your advertising and marketing materials, including your stationery and business cards. An expensive, snazzy Web site is useless if no one visits it. 5. You put together an ineffective ad campaign.

Bad advertising is worse than no advertising at all. Unless you have a great in-house advertising department, resist temptation to create your own ad campaign. Advertising is not a good place to start a budget-cutting initiative. But just because you hire pros to do your advertising doesn't mean you'll have an effective campaign. It's best to find an ad agency that has had consistent success in trade show industry. To find such an agency, do your research. Consult with other trade show managers and look through Advertising Redbook, available in reference section at most public libraries. Ask for examples of an ad agency's work with other trade shows. Steer clear of campaigns that might be a turn-off to your prospects by appealing to a specific generation rather than a wider audience. And remember that humor and creativity are important attention-getting devices in advertising, but don't let your message get lost.

Define Marketing Strategies

Before you can determine how you will market your product or service, you’ve got to put together a features and benefits list, including what it has that competition lacks. You need a price point, packaging, and you need to decide if and how much you are willing to offer as a discount. All of this will help you properly position it in marketplace. This information is foundation upon which all your marketing and promotional materials are created.

Next determine various sources available for marketing your product or service. Some ideas include print ads, brochures, web banners, your own web site, trade show exhibits, partnership opportunities and promotional flyers.

Implementing and Evaluating Marketing Programs

The final two components are equally important. You’ve got to define a marketing budget, determine how you want to spend it and evaluate its effectiveness. Besides marketing avenue, decide whether or not you need to hire employees, and what training they will need. Determine how you will motivate your employees, including your management, so that they share your goals and vision.

Evaluating your marketing programs is just as important as other steps. You may find you need to revise your marketing efforts including lowering price, highlighting different features, even selecting different marketing programs. An effective marketing plan is one that is regularly updated.

If thought of creating a Marketing Plan has you overwhelmed, get yourself marketing plan software. Using software will save you time because software knows right questions to ask. You fill in answers as necessary, push some buttons, and before you know it, you’ll be printing a professional-quality Marketing Plan that will chart your company’s future!