One of the secrets for trade show success is to develop and execute a highly-targeted marketing strategy. Pre-show marketing is a key element of a well-designed marketing campaign, and it's essential for improving the traffic that visits your trade show booth during the show.
If you're a small business owner, you may be thinking, "I'd love to do some pre-show marketing, but I just don't have the resources for an expensive, large-scale advertising campaign."
No worries! There are several ways that you can spread the word about your presence at a show without spending lots of money. Here are five low-cost, pre-show marketing ideas to get you started.
1) Update your e-mail signature with your booth location and critical show information. This is absolutely free, and it's a great way to give yourself some exposure while you're communicating with your customers or other business partners.
2) Tap into your social media networks. Share show details with your Facebook fans, Twitter followers, and/or LinkedIn contacts. Let them know where you'll be during the show. Be sure to include information about any show-specific incentives you plan to offer (such as discounts or product samples) to build interest.
3) Put your sales team to work. Have members of your sales force spread the word during sales calls (face-to-face visits and/or over the phone). Sales staff (or anyone in your company who deals with customers, for that matter) can also update their voicemail greetings with your company's show-related information.
4) Create a sticker or label with critical show information listed on it. It can be a small label, something you can easily purchase at an office supply store. Affix the label to any outbound customer correspondence - invoices, packing lists, you name it!
5) Prepare a press release. There are numerous websites, such as PR Log and NPR, that will allow you to distribute press releases for free. Again, make sure you include important details such as the show name, the date and time it takes place, and your company's booth number.
Trade shows are an incredibly powerful marketing tool. Make sure you maximize their potential by using pre-show marketing to your advantage. The five ideas above only scratch the surface. Do you have an inexpensive pre-show marketing idea? Leave your feedback in the comments below.