When the dust settles trade shows will start again and now is the right time to make sure you get the most out of your investment. Did you know that 76% of B2B marketers consider event marketing to be their most successful top-of-funnel marketing tactic? If you are one of them, this number doesn’t surprise you because you know how effective trade shows can be. But not every company that does trade show marketing is getting the most out of it. How do you maximize your investment?
1. Identify your ideal persona. Who is your perfect customer? Don’t say “everybody.” Every company has a customer “type” (or persona) most likely to buy their products. Identify the characteristics of that persona and market directly to people who fit that profile.
2. Start marketing early. Begin your marketing well in advance. Use business-appropriate channels, including direct mail, email, phone, and LinkedIn. Create a multi-touch, multi-channel approach, so your message gets heard above all of the others competing for your audience’s attention each day.
3. Drip, drip, drip. Don’t throw everything at your audience all at once. Gradually drip information over time. Introduce yourself and what you have to offer. Slowly drip information on your products, educational events, and the benefits of attending the show where you will be displaying. At the right time, offer incentives for them to visit your booth and ask to set up appointments.
4. Design your booth for conversion. What products, displays, and collateral materials will you need to turn prospects into customers? You’ll want bright, colorful banners and floor and hanging displays to attract interest on the show floor itself, but you also want to think about what materials (including marketing collateral) will be most likely to move prospects from interest to conversion. Every trade show is different, so consider creating materials and displays specific to the needs and audience of each show.
5. Track and follow up. Make sure you have a plan for capturing the contact information of everyone who visits your booth whether they have an appointment or not. Thank them for coming and offer to keep them engaged. Even if they don’t make a purchase, stay in touch. Be helpful, friendly, and consistent so that when they are ready to buy, you’ll be the first place they turn.
Need more ideas for maximizing your trade show booth? Let’s talk!
