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Four Little-known Trade Show Marketing
Secrets.
The company we created was built almost exclusively
from trade show marketing and publicity. Based on this
experience, we developed a number of unconventional
ideas on marketing at trade shows.
We'd like to share four of them with you today:
1) Startups forget that they are at the trade
show to sell and get qualified leads. That sounds
obvious, but when you walk around a show, you realize
most companies have forgotten this.
2) It's
*much* more effective to spend your budget on big signs
-- and much less on your booth. (You can get great buys
on used booths.)
In addition to the two signs
described below, you should have signs for:
-
benefits
- features
- testimonials.
Testimonials on booth signage are rare -- but
extremely effective.
3) This is the most
contrarian advice, but it is also perhaps the most
important. Most companies will have a hard time
convincing senior management and investors to do this.
Yet, it is the most effective way to get attendees to
stop at your booth.
Put your Unique Selling
Proposition (USP) or elevator speech ABOVE your company
name.
Why? Because people scan your signage for
about 10 seconds. If you don't catch their attention
really quickly with a reason to stop, they move on. Your
company name provides no compelling reason to stop and
visit.
(GE, Microsoft, Ford and GM don't have to
do this... but you
do.)
I've never seen
anyone recommend this before, but I can tell you from
experience, it works brilliantly.
4)
Systematically follow up on your leads. Only 1 company
in 10 does this.
Follow these four tips and your
next trade show will be less expensive -- and much more
profitable!
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