Are you familiar with the concept of the Marketing Parthenon? This philosophy emphasizes that achieving all your goals requires a multitude of actions and tactics, akin to the cooperation of various pillars collectively bearing colossal weight. During Aktual’s ‘Boost Your Trade Show Sales!‘ seminar, Yves Roelens, sales trainer, referred to this principle while sharing an array of pre-show marketing actions. Here’s an overview:
1. Announce Your Exhibition Participation on Social Media
Utilize platforms like Facebook, Twitter, LinkedIn, and Instagram to announce your participation in the exhibition. Share engaging visual content, teasers, and information about what visitors can expect at your stand. Use relevant hashtags and invite your followers to take a look.
2. Harness the Power of Email Marketing
Send targeted emails to your existing customer base and prospect lists to invite them to the exhibition. Give them a glimpse of what you will present and emphasize the benefits of visiting your stand.
3. Send Physical Invitations and Brochures
Announce your exhibition participation to selected target groups by sending them invitations and possibly additional promotional materials by mail. A tangible invitation piques curiosity and adds a personal touch.
4. Personally Contact Key Relationships
Call your most important customers, prospects, or leads in your database to personally invite them to the exhibition. Explain the exhibition theme, the innovations you’ll bring, and why it would be interesting for them to visit.
5. Reach Your Audience Through Online Advertising Platforms
Place ads on platforms like Google Ads and social media that target your audience. Aim for people interested in your industry or sector.
6. Explore Interesting Partnerships
Consider collaborations with other exhibitors, companies, or organizations that have a similar audience. Leveraging each other’s networks can result in more potential visitors.
7. Engage in Content Marketing
Publish valuable and relevant content on your website, blog, or social media that aligns with your audience’s interests. This could include industry trends, problem-solving solutions, or tips and advice. Naturally, refer to the exhibition so potential customers are aware you’ll be there to assist them.
8. Associate an Attractive Benefit with Pre-Registrations
Offer visitors the opportunity to pre-register for the exhibition, where they receive a special discount, exclusive access to certain activities, or free goodies. This encourages early engagement.
9. Launch Press Releases and Generate Media Attention
Send press releases to relevant media to draw attention to your participation, new product launches, and announcements. Positive media coverage increases your visibility.
10. Utilize Influencer Marketing
Collaborate with influencers in your industry or sector to promote your participation in the trade show. Their followers may be interested in what you have to offer.
11. Encourage Your Existing Contacts for Word-of-Mouth Marketing
Don’t forget that satisfied customers and relationships can be valuable ambassadors. Encourage them to invite others to visit your booth.
By combining these diverse strategies and resources, you increase the visibility of your trade show booth and attract a broader audience. Last but not least, don’t forget to invest in an attractive and creative booth design to pique the curiosity of passersby and convince them of your offering even before you say a word. Request a design here.
Bringing together all these elements results in guaranteed success!
Download Our Briefing Checklist for Free
Proper preparation is half the battle. This checklist includes 21 smart questions and a handy timeline. It allows you to quickly and efficiently create a briefing for the design of your stand.