Tag Archives: communication with invitees

Tips on Marketing and Publicity for Exhibitors – Marketing your Trade Show Attendance

For every exhibition there will be a variety of marketing strategies that you can use to
promote your stand, brand, business, services, products and expertise. The key to successful promotion is to use the right combination of strategies.

First you will need to know what your objectives are for exhibiting at the trade show in order to determine which forms of marketing suit your promotion. To get any attendee to your stand they need to perceive value, have an experience, or learn in some way. You will need to make sure you have a targeted and up‐to‐date database of contacts.

Traditional Marketing Media

Traditional marketing can include:

Press releases and invitations of journalists to a press conference or briefing at the
show.

Personal invitations to hospitality events or face‐to‐face meetings offered in
advance. You will need to offer them something of value like access to decision
makers and your top management.Invitations including hardcopies of the trade show registration giving an indication
of why they should visit your stand.

Database mailshots with phone follow‐up.

Promotion of a contest or prize draw they can enter or giveaways they can collect
on the stand.

Newsletter to current clients and prospects telling them what you will be doing at
the show and what you will be demonstrating. This can promote any speaking
opportunities you have as well as use competitions and giveaways, and it can
describe the hospitality you’ll offer on the stand.

Business introducers, using face‐to‐face communication to promote your attendance
at a trade show. Make sure all employees are promoting the exhibition at every
opportunity when talking to clients, prospects and third parties.

General correspondence – make sure your exhibition at the trade show is mentioned
in some shape or form on all correspondence that leaves the office, such as fax
headers, note pads, and compliment slips. Create leaflets to include in any
correspondence you send out. You can also use giveaways to promote the event.

SMS messaging. Short texts are great way of reminding attendees of the event, and
sending updates to them about what is happening.
On‐line and Social Media
Many of the above‐mentioned traditional forms of marketing can be done using email
marketing.

Email campaign. This is an excellent way to market your event if you already have
permission to contact the customer or prospect. Often the collection of contact
details through the website for newsletters can be excellent for sending electronic
invitations. The exhibition can be promoted on every email sent from the office with
an additional line on the signature, specifying the stand location and number.

The company website. This can be used to promote all your events on your
corporate website under a specific tab heading of events.

LinkedIn, Facebook, Blogs and YouTube. All of the social media platforms your
company use should promote your exhibition details in advance, especially if you can
engage with potential prospects before the event.


Twitter used in combination with links to your website can be powerful in making
information about your show available to real and potential attendees in an easy‐to read
steady stream. This method is a great vehicle for generating buzz about your
conference.You will need to choose a great hashtag. A hashtag can be included in the
body of each tweet and is a short phrase preceded by a hash (#) symbol. By making a hashtag that is short and easy, other tweets can reference your conference using the tag.

  • Mention your hashtag far in advance of the conference and include in all
    your related publicity – don’t wait until the day the event starts!
  • Tweet white papers, videos, and presentations, as attachments. These can
    be teasers for your trade show appearance or even a reminder of your
    offerings.
  • A great time to send tweets promoting your appearance is a few weeks
    before the trade show. You can offer teaser photos of a new product
    appearing at the trade show or announce the details of an executive who
    will be a keynote speaker.
  • Include hashtag in all print and digital material.
  • Make sure your Twitter profile has the full name, date, location of your
    conference and a pitch about the conference.
  • Encourage your sponsors, exhibitors and speakers to include your hashtag in
    all their conference‐related postings.

Mobile Apps ‐The need for mobile trade show apps is greater than ever. Trade shows
are all about showcasing products or services in a short amount of time. You need to
let attendees know about a special discount, or send out a push notification within
seconds. There are a variety of developers of mobile apps such as CrowdCompass.

  • A mobile trade show app means faster and more efficient marketing. It
    means measurable results for your exhibitors and sponsors.
  • Mobile trade show apps also give exhibitors and sponsors more
    opportunities to make stronger connections with existing customers and
    reach out to new ones. It is one way to drive interaction and engagement
    between the company and attendees.
  • A mobile trade show app helps you think outside the booth to improve the
    overall event experience and stay ahead of the competition. These apps can
    be created for most smart devices such as Android, iPhone, and iPad.

As mentioned before you need to use the best method of promoting your trade show
attendance to your market and potential customers. The main point is to make your
attendance known so that those coming to the show know of your presence and want to visit your stand. It does not matter how good your stand and products are if you don’t get footfall and generate leads to your products.

Tips how to run a Successful Conference: Event Management and Planning Logistics, The invitation Process

The Invitation Process

 The marketing and creativity side of the invitation process was covered in part 4 of tips; here we will concentrate on the process.

the invitation is not only a way of inviting delegates but also a way to confirm name and contact address of potential delegate and open a dialogue for further communications before and after the event.

for this you need a database, depending on the event this can be a database of your own employees, a prospect list from your CSR system, sales records, website inquiries about your products or services, commercial lists although these are not always so successful and you cannot always know how clean and up to date these are.  Third party lists from your partner or distributors, can also be invited.  Remember you need to invite far more people than you actually want to attend and there is often a 25% drop out rate.

Software products are available on the market for the actual process of administrating the attendees, and if you do several events a year it is worthwhile investing in a package.

The invitation mailing should be creative and follow the theme of the event, it should encourage acceptance, and give the essential information an attendee requires before deciding to attend:

  • Name, title, address of delegate
  • Date and location of event, map and rail/road/air connections
  • Start and finish times
  • Theme of the conference and why they should attend
  • Guest speakers if famous or a renowned authority on the subject
  • Personalisation from the conference sponsors
  • Reply device, with space for delegate contact details and any special needs

the timing of sending out the invitation is important and this should be built into your invitation plan and further reminders of the event should also be planned before the event and added to your time line.  Certain audiences may require at least three months notice of the event, with reminders sent out to the undecided as you near the event.

confirmation of attendance, this should be done immediately as you need to build up a communication channel to the delegate leading up to the event both to promote your company and also to reduce the inevitable drop-out rate.  Communication should be regular and involve email messages, news letters telephone and further details on the programme, joining instructions, travel and accommodation details, hospitality arrangements and other relevant information you would like the delegate to receive before the event.  If you are using web based registration you can add their own personal login and ability to communicate with other attendees and find out information on the event.

the registration system will be used to create badges for the delegates that can be created by the software package you are using and colour coordinated if required to show the different categories of delegates, sponsors, speakers, staff, exhibitors etc.

The delegate attendee list will also be created from the registration list and can be analysed and produced as required.  The contact list is most important if there is a crisis during the event and should be up to date and available to all those concerned in dealing with a situation if the needs arises.

Tips on how to run a successful conference: Part 4B Marketing the invitation process

In the previous blog on Marketing for a conference we looked at the promotion of the event and included tips on offline promotion and online promotion in this blog we will look at the invitation process and ideas on how encourage delegates to attend.

The invitation process for your conference needs to be efficient and professional

  • For larger events use software products to manage the invitation process which sends out invitations, gather delegate data, and will show who needs to be followed up if they have not responded and produce statistical analysis.
  • You need to build a suitable database from raw lists, customer lists, prospect lists, that are targeted to the audience you wish to attend the event.  The database will need to be cleaned to make sure that all the contact details are correct.  You need to invite far more people than you wish to attend the event as sometimes it can be only 25% of acceptance.
  • Make sure all employees are promoting the event at every opportunity when talking to clients and potential customers, third parties.
  • You want people to know about the event ASAP so a teaser or keep this date free can be useful before the main invitation is sent.  The more notice people can have of the event the better, sometimes this can be 3 months before the event other circumstance 3-4 weeks.  Remember reminders for those that have not accepted need to be built into the invitation process this can be by email, telemarketing phone follow up.
  • Confirmation to invitees is very important for those who have accepted, you need to build up a communications channel to reduce inevitable drop out.  Communications can include email messages, telephone, more detail on the programme and joining instructions.

How to get delegates to attend

Delegates will only attend after they find out’ what is in it for me’

  • Spell out the benefits
  • Offer an incentive or discount
  • Offer them a valuable bonuses
  • Make your event irresistible stress the benefits, offer worth while bonus material and state their value or an  incentive for attending your events, such as discount on early bookings
  • Focus strongly on how specifically your event helps to improve the lives of attendees
  • Get other people and organizations to promote your event, look into sponsoring the event with another organizations.  Target other businesses, suppliers, distributors to invite attendees from their own database
  • Work with local press t raise your company’s profile, build relationships with local radio, look at free publicity in newspapers and magazines, send out a press release
  • Measure effectiveness of everything you do, so that you know what works or does not for the next event

Further blogs on how to run a successful business event that has ROI will follow.  To receive these valuable ideas and make sure that you do not miss any of the blogs please sign up we will deliver them to your in-box free.  The blogs will be full of tips and ideas, to help you and your business in event management.

Reference reading:

John G Fisher – How to run a Successful Conference

Philip Calvert – Successful Seminar Selling