Having 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 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 nucleus on which to build. 2. Have A Well-Defined Promotional Plan

A significant part of your marketing includes promotion – pre-show, at-show and post-show. 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 whom you want to target and then consider having different promotional programs aimed at different groups you are interested in attracting. Include direct mail, broadcast faxes, advertising, PR, sponsorship, and Internet as possible ways to reach your target audience. 3. Use Direct Mail Effectively

Direct mail is still one of most popular promotional vehicles exhibitors use. From postcards to multi-piece mailings, attendees are deluged with invitations to visit booths. Many of mailings come from show management’s lists and as a result, everyone gets everything. To target people you want visit your booth, use your own list of customers and prospects--it’s best one available. Design a piece that is totally benefit-oriented and makes an impact. Mail three pieces at regular intervals prior to 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 show is over. 4. 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 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. Have Giveaways That Work

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