I know management tends to cut your marketing budget in challenging economic times, but did you know that trade shows and event marketing have the highest return on investment of any marketing medium?  Being armed with information about your program, the return and the costs of not being involved, is critical.

A client recently expanded his 10x20 booth to a 20x20 for the Builder's Show and World of Concrete.  Both events are for industries that have been battered by the economic climate.  The expansion resulted in "the best lead count and sales results of any show we've participated in to date". 

These results were not only due to the new booth with a fresh look and scale that positioned the company as a real player in their industry, but to a plan that involved pre-show promotion, at-show promotion, effective booth staffing and follow up after the event to expand the at show experience and close the deal. 

This planning doesn't need to add significant cost to your event, but it does require some effort.

Pre-show promotion

• add a link on your website telling visitors you will be at the event
• send well timed email blasts alerting your best clients and prospects you'll be at the event
• arrange meetings at the event for customers you know will be attending
• offering a special gift for visititng the booth with a copy of your email (great for measuring effectiveness of your blasts)

At-Show Promotion

• invite the press or trade magazines to cover a new product launch or update at the show
• distribute promotional materials tied to your products / services, not just a pen for every person walking by 
• offer a special VIP promotional item for invited guests that visit or guests with your invitation with them (see pre-show promotion above)
• Present a white paper or seminar in conjunction with the event

Post Show

• Follow up those leads!!  Did you know 80% of event leads go without any follow up - what a waste!
• Have a team member back in the office send email thank you's and requested information to your attendee quickly
• Document the leads, classify them into opportunity classes, distribute to the correct staff and hold them accountable!!
• Follow up with the sales staff at regular intervals so you can quantify the results of your efforts

 Review your program today or call us to help develop a plan.  We have lots of different ways to make your budget work for you and allow you to justify events, your budget and your efforts!