Tag Archives: Marketing mix

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.

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Tips on Marketing and Publicity for Exhibitors – Promoting your Exhibition

Your marketing and publicity should be part of your whole marketing plan for exhibiting. Trade shows are a powerful element of the marketing mix in that they enable you to have face to face conversations with your customers and prospects, and to gather sales leads.

Your business and brand needs to be known to potential customers who are attending the trade show. The attendees will gravitate towards the brands that are familiar, visible and readily available to them. You want as many of the right kind of attendees to come to your stand.

Image result for photos marketing exhibitions

You need to ensure that you meet the right people, set up productive meetings and drive traffic to your stand. To do this you need to make sure that your marketing is targeted to the right attendees: those who will be interested in your products and who could potentially lead to a sale.

Image result for photos marketing exhibitions

Depending on your budget there are different types of marketing and ways of promoting your exhibit at a trade show. Some are free and others are chargeable. There are also different ways of marketing and promoting your presence at a trade show.

We will look at the various ways of promoting your event in this tip blog  and then in the next blog tip we will look at the different types of traditional and on-line marketing that you should consider using.

When you start the planning process you need to finalise the theme of the exhibition. All the marketing and communications of the company exhibition and promotion should have the same branding and look-and-feel. All communication about the exhibition should make consistent use of the appearance and branding. If you are highlighting new products then the communications and graphics should reflect the same graphical design.

The Promotion of the Event

  • The marketing of your exhibition is not just about the promotion of the stand and brand but it is also integral to promoting your business, services, and expertise.
  • Whatever marketing methods you adopt make sure you measure the results. This is so that you can determine the most effective method of getting people to your stand and so that you can analyse your Return on Investment (ROI).
  • Make sure that all your promotion is highly focused and correctly targeted.
  • Consider all possible methods of communication because different people like to receive communication in different ways. Use the full range of traditional offline promotion as well as online promotion and social media.

We will outline the marketing and promotion of exhibitions in three sections:

  • Promotion through the Trade Show organisation. (This blog)
  • Traditional Marketing Media promotion. (next blog tip)
  • On-line, Social Media. (next blog tip)

Promotion through a Trade Show Organisation

If you are exhibiting at a trade show then you should not just rely on the organising company to promote the event because you want to stand out from the other competitors and companies who will be promoted at the same time. Do, however, take advantage of their promotional publication to advertise your company stand and products because they will use their large database of previous and new attendees who are already targeted into your market. Promotional opportunities provided by the organisers will vary from trade show to trade show but usually consist of:

  • Promotion of your company in their catalogue of exhibitors. This usually requires a short abstract about your company, what it is that you are promoting, a list of products, photos of the products, and stand location and contact details.
  • An entry onto their website again listing your company products and contact information. Remember products can be searched and products cross-linked.
  • PR article for their newsletter promotion.
  • Advertising on website or pre-event magazine.
  • Sponsorship opportunities. These will be chargeable, but your brand or company name will be promoted on banners, on part of the website, on promotion media and at the exhibition.
  • Taking advantage of speaker opportunities that may arise if the trade show is running an educational seminar or is associated with a specific conference connected to the market segment into which you are marketing.
  • Use the trade show logo on your in-house marketing material and emails to advertise that your company will be exhibiting.

In summary 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 at the show known so that those coming are aware 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 on How to Run a Successful Conference or Seminar – Part 1 Corporate Reasons for Having a Conference

There can be many business reasons why a company should consider having a conference, and events are an important part of the marketing mix. Listed below are some marketing reasons for holding a conference or seminar that a company or organisation may use to promote.

Reasons for a conference could be:

  • A medium for passing on information, specifically for new products and services
  • Internal communication to employees regarding internal information, such as training, boosting morale, making announcements, launch a new culture
  • Used by associations to network and educate their members
  • Yearly or quarterly way to communicate with their sales force, partners or distributors
  • A forum for discussing world issues or topical subjects

An example of benefits for the business client to attend a software companies conference or seminar

  • Excellent communication forum for the end user, ability to meet senior managers from the corporation, to get advice, discuss business propositions, get answers straight from the software engineers, product developers
  • Ability to fast track communications to the highest level
  • Good for the client to feel that they are having an impact on the future direction of the company and its products in relation to their requirements
  • Excellent for networking and meeting other users and hearing their business experiences, share ideas, solutions to problems
  • Good for education and increasing knowledge of the products and business environment
  • The event enables the attendee to build up a picture of the quality of the company products or services

Benefits from the Company’s perspective

  • One of the marketing vehicles for increasing regular communications with both current, new and potential customer
  • A platform enabling the company to know the client better and understand their business needs for the portfolio of products and services that they are developing
  • Make the customer feel that they are being listened to and giving the company first hand research into the future product direction
  • Excellent PR opportunity to made customer feel important and build on loyalty and customer relationship by sponsoring a drinks reception and dinner
  • Good opportunity to get the TPV/Resellers involved promoting the company’s products and making them more involved with the clients, as well as strengthening the business alliance
  • Opportunity to increase sales of products with users through workshops demonstrations
  • Event feedback should be measured against the objectives to know the bench mark for the next event and to measure if it has been a good marketing vehicle for ROI, and how to improve on future events

Further posts on how to run a successful business event that has ROI will follow. Follow the blog or subscribe to the RSS feed to make sure you don’t miss any of them.The articles 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