[Many companies spend huge amounts of money each year on tradeshows. But are they really getting the best return on their investment?
Tradeshows can be a very effective strategy in reaching your target audience. However, as with any marketing vehicle, you are fighting with numerous competitors for the attention of the same audience. Here are some suggestions to help Challenger Brands maximize their efforts.
- Don’t think of a tradeshow as a stand-alone marketing vehicle. Integrate it with your other marketing efforts such as ads, websites and direct mail. Tell your customers and prospects in advance that you’ll be at the show, and give them a reason to visit your booth.
- If you have business partners at the same show, try cross-promoting each other. Do joint giveaways and promotions that require visits to both booths, or simply create a promotional piece that highlights your combined services.
- Your exhibit signage should clearly define who you are, what you do and whom you want to reach. And it should communicate this in five seconds or less. This will eliminate those who are not your target audience, so you can focus on those that are. Don’t try to be everything to everyone.
- Try giving your target audience an incentive for sitting through a presentation. What’s it worth to your company to have the undivided attention of potential prospects for ten minutes? Be creative.
- Be sure to have a plan in place to immediately follow up on all leads generated from the show.
With a little effort and creativity, tradeshows can become a powerful marketing tool for Challenger Brands.