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Business > Marketing > Pre trade show marketing is critical
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Article rating : 0.00, 0 votes. Author : Ken MacKenzie
When planning your pre trade show marketing there are multiple ways to communicate with your target market.
Some methods of communication are much more effective, appropriate and cost efficient than others. As always, your budget will dictate how many touch points you can have with your target market. Also keep in mind that you should be trying to find ways to drive the right people to your exhibit at the lowest cost per qualified lead.
Remember, you need to let your prospects know where your booth is located on the showroom floor. Use tag lines such as "see us at Booth 1635 at the such and such Trade Show" in news releases and other communications such as direct mail leading up to the show.
Don't make your customers and prospects hunt you down.
Recent research has shown that 83 in conversions to qualified leads.
Always build a portfolio of activity that will drive the lowest cost per qualified lead and map out your timeline so that you give reasonable notice to your prospects.
It's always a good idea to segment your list for better results and have a contextually relevant and compelling offer.
You will want to come back to it at a later point when it is time to prove your ROI so keep tabs on what your pre-show marketing tactics are costing you.
Remember that every tradeshow booth visitor is different with different needs, and until you know exactly what those individual needs are, you could only offer a 'one size fits all' solution. That can never work effectively.
Ken MacKenzie is a former Senior Consultant with International Public Relations and Marketing Manager with a U.S. Trade Center. He is the author of “The Trade Show Edge”. For additional information on pre trade show marketing techniques, please visit: http://www.TheTradeShowEdge.com
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