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There are several different tactics for promoting trade shows:
(1) Partnering with Associations
Since trade shows are generally industry-specific events, it makes a
lot of sense to partner with associations indigenous to the respective
industry. This enables you to tap into existing memberships for
targeted advertising and/or incentive programs to reach individuals in
the industry that are most likely to want to attend the show.
Parternships could involve having the association endorse the event in
exchange for publicity to members.
(2) Trade Publication Advertising
If a trade publication will be attending a show, a great opportunity
lies in swapping highly relevant ad space for exhibition space. If
this isn't available, placing advertisements in the publication itself
along with on their website is very advantageous.
(3) Extra Incentives for Attendees
Free or discount onsite consulting, training, or equipment; even
unrelated things such as vacation tickets. These extra incentives can
be that "little extra thing" that gets individuals to attend.
(4) Direct E-Mail
Opt-in, non-spam, targeted bulk email can be an effective means to
getting the word out about a show. It can also be an alternative to
snail mail. This goes hand in hand with association partnerships
mentioned above. Advertisements in listserv type mailing lists can be
another similar option.
(5) Bulky mailings
One study found that physical mailings with "bulky" contents -- such
as pens, key chains, or other widgets -- made mailing more effective.
People are much more inclined to open mail that has an object in it.
Something such as a pen, which has everyday usability, could serve as
a constant reminder every time it's picked up, by having the trade
show name and date on it.
(6) Web Advertising
Advertising on relative Web sites with banner type advertisements is a
great way to reach a target audience. For example, a sound
engineering trade show could be advertised on any number of thousands
of music engineering aficionado web sites, as well as retail recording
gear sites.
These links have additional information on the above topics:
ASSOCIATION INVOLVEMENT / TRADE PUBLICATIONS / EXTRA INCENTIVES
http://www.expoweb.com/expomag/backissues/1991/0891_lowcost.htm
PROMOTING TRADE SHOWS AS A SUBSCRIBER BENEFIT
http://circman.com/ar/marketing_promoting_trade_shows/
EMAIL MARKETING AND TRADESHOWS
http://www.gotmarketing.com/archive/splash_2003/may2003.html
BULKY PRE-SHOW MAILING
http://www.uslogo.net/trade_show.htm
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Here's a link that lists several successful ideas from real world
association representatives who have held shows (in "letters to the
editor" format):
ATTENDANCE PROMOTION NOTIONS AT EXPO WEB
http://www.expoweb.com/expomag/backissues/1994/0594_promotions.htm
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Below are two documents from the Center of Exhibition Research
containing research on the most effective ways to market trade shows.
They are $16 each:
http://www.ceir.org/store/storeItem_details.asp?storeItem_id=26
http://www.ceir.org/store/storeItem_details.asp?storeItem_id=145
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Additional Links
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Exhibitor Online articles for $5/ea.
http://www.exhibitornet.com/topics/AttendancePromotion.asp
Profitable Trade Show Articles/White Papers
http://www.profitabletradeshow.com/wp/w1.shtml
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