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Common Exhibit Marketing Mistakes: Ten Tips on How to Avoid Them Marketing Articles | April 22 Roger Clemens Jersey , 2004
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The key to great exhibiting is marketing. But marketing is a very inexact science that leaves room for a multitude of errors to occur. The following are 10 of the most common marketing mistakes that exhibitors often make. Learn to avoid them and you will increase your chances for a successful tradeshow.

1. Have A Proper Exhibit Marketing Plan

Having both a strategic exhibit marketing and tactical plan of action is a critical starting point. In order to make tradeshows a powerful dimension your company?s overall marketing operation, there must be total alignment between the strategic marketing and your exhibit marketing plan. Tradeshows should not be a stand-alone venture. Know and understand exactly what you wish to achieve - increasing market share with existing users; introducing new productsservices into existing markets or into new markets; or introducing new productsservices into new markets. This is the nucleus on which to build.

2. Have A Well-Defined Promotional Plan

A significant part of your marketing includes promotion ? pre-show, at-show and post-show. Most exhibitors fail to have a plan that encompasses all three areas. Budget is naturally going to play a major role in deciding what and how much promotional activity is possible. Developing a meaningful theme or message that ties into your strategic marketing plan will then help to guide promotional decisions. Know whom you want to target and then consider having different promotional programs aimed at the different groups you are interested in attracting. Include direct mail, broadcast faxes Paul Molitor Jersey , advertising, PR, sponsorship, and the Internet as possible ways to reach your target audience.

3. Use Direct Mail Effectively

Direct mail is still one of the most popular promotional vehicles exhibitors use. From postcards to multi-piece mailings George Bell Jersey , attendees are deluged with invitations to visit booths. Many of the mailings come from show management?s lists and as a result, everyone gets everything. To target the people you want visit your booth, use your own list of customers and prospects--it?s the best one available. Design a piece that is totally benefit-oriented and makes an impact. Mail three pieces at regular intervals prior to the show, starting about four weeks out Randal Grichuk Jersey , to help ensure your invitation is seen. Wherever possible, use first-class mail. There?s nothing worse than a mailing that arrives after the show is over.

4. Give Visitors An Incentive To Visit Your Booth

Whatever promotional vehicles you use, make sure that you give visitors a reason to come and visit you. With a hall overflowing with fascinating productsservices, combined with time constraints Joe Carter Jersey , people need an incentive to come and visit your booth. First and foremost their primary interest is in ?what?s new!? They are eager to learn about the latest technologies, new applications, or anything that will help save them time andor money. Even if you don?t have a new productservice to introduce, think about a new angle to promote your offerings.

5. Have Giveaways That Work

Tied into giving visitors an incentive to visit your booth is the opportunity to offer a premium item that will entice them. Your giveaway items should be designed to increase your memorability Roberto Alomar Jersey , communicate, motivate, promote or increase recognition of your company. Developing a dynamite giveaway takes thought and creativity. Consider what your target audience wants, what will help them do their job better Wholesale Toronto Blue Jays Jerseys , what they can?t get elsewhere, what is productservice related and educational. Think about having different gifts for different types of visitors. Use your website to make an offer for visitors to collect important information, such as an executive report, when they visit your booth. Giveaways should be used as a reward or token of appreciation for visitors participating in a demonstration Cheap Toronto Blue Jays Jerseys , presentation or contest, or as a thank-you for qualifying information about specific needs etc.

6. Use Press Relations Effectively

Public relations is one of the most cost-effective and successful methods for generating large volumes of direct inquiries and sales. Before the show ask show management for a comprehensive media list, and find out which publications are planning a special show edition. Send out newsworthy press releases focusing on what?s new about your productservice, or highlighting a new application or market venture. Compile press kits for the press office that include information about industry trends Wholesale Blue Jays Jerseys , statistics, new technology or production information. Also include good product photos and key company contacts. Have staff members at the booth who are specifically assigned to interact with the media

7. Differentiate Your ProductsServices

8. Use The Booth As An Effective Marketing Tool

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