Pre-Show Marketing
PR & Media
Pre-Show
At-Show
Post-Show Follow-up
Checklist
Pre-Show Marketing
The #1 key to your success is to attract enough of the RIGHT people to your booth. Let buyers know who you are, what you have, and why your products are best suited for them. Here are a few ideas on how to increase traffic to your booth:
Directory Listings: You can edit your listing on-line. This listing is free of charge to all exhibitors, and can be found in the Directory and Buyers guide handed out to all show attendees and to those that request one post show. Additionally, if you are offering a show special, make a note of this as it may attract new buyers. For an additional fee, you may have your directory listing shaded or include your company's logo for easy recognition. The on-line process is easy and convenient. See the page in this section for instructions on how to update your listing on-line. Updating your directory listing on-line eliminates the need to fax in a Directory Listing Form.
Advertising: Taking out an advertisement in the Show Directory means your company will be in front of potential buyers year-round. It is a great way to drive attendance at the show and increase sales after the show.
In addition to your standard listing on www.pgaexpo.com, you can purchase an enhanced listing. This package gives you the opportunity to have your logo, product photo, and website hotlink capabilities. Web listings will remain accessible for 6 months post-show. Also, take advantage of Web Banner Advertising now available!
For your advertising needs, contact your sales representative or Lisa Austin: 800.477.7726.
PR and Media
Your media and marketing success at the 2010 PGA Fall Expo is important to us and we are pleased to introduce a new, more efficient method for you to take advantage of FREE promotional services available exclusively to exhibiting companies. Connect here for your step-by-step, easy-to-use online form that will quickly maximize your participation in free media/promotional services including:
- Placement of exhibitor news releases, PR contacts and product images online at www.pgaexpo.com, both in the online exhibitor directory and all exhibitor news releases in a special online media resources page
- Free access to onsite exhibitor news conference facilities and a new “green” exhibitor media library
- Promotion of celebrities, contests, give-aways & Show specials
- Placement of PGA Fall Expo related company news releases in The Wire
- An easy-to-use exhibitor news release template
- Access to the pre-registered media list
Pre-Show
- Take advantage of any marketing opportunities offered by the Show - some are free to the exhibitor and can be a very cost-effective way to keep your company's name out in front.
- Be sure to have your Directory listing information turned in before the deadline and that the information submitted is as detailed and accurate as possible.
- Advertise - Keep your company name visible in trade publications or through show management mailings and alert people to look for you at the upcoming event.
- List your website address on everything you send out to prospective customers.
- Order all booth services pre-show to take advantage of discounts and avoid problems - be sure to bring copies of all correspondence with you to the Show.
- In addition to having a listing on the Show website, place a picture of your product on the Show website - the photo can be sent animated to display how your product works.
- Offer Show Special discounts and promote pre-show in mailings and on-site at your booth.
- Set appointments before the Show with customers and prospects to see you at the Event.
- Prepare Press Kits and drop off in the Media Center's Media Library on-site.
- Take advantage of our Media campaign! Send us your press releases and product photos.
At-Show
- Booth Design - Your booth should be colorful and eye catching- using graphics and images of your product in use - keep it simple.
- Try to incorporate product demos in your booth, whether live demos, or on a T.V. loop.
- Personnel - Show days can be long and tiring - don't assume live one person can or should handle the event on their own - have enough staff to give breaks and keep up the energy - here's some additional tips:
- Dress for the show (if industry is conservative, so should be your attire.)
- Badges should be worn on your right lapel so when you shake hands the badge is closer to the person you're meeting and easier to read.
- Eating in the booth can be a turn off (this includes gum chewing as well.)
- The booth should always be staffed - an empty booth is a lost opportunity.
- Cross-train your booth personnel so everyone is able to sell all the products.
- Interaction - Engage attendees in conversation - smile and ask questions.
- Staff should not read a paper, have their back to the aisle or sit in the booth - personnel should always be ready for the next customer coming down the aisle.
- Qualify attendees - ask questions about what they do, who they work for, and their job.
- 10 common benefits to distinguish your products from others:
- Makes Money " Convenience
- Saves Money " Flexibility
- Saves Time " Stability
- Recognition
- Security/Peace of Mind " Healthier
-
Satisfaction/Reliability
What To Do After The Event
Post-Show Follow-Up: Here are some performance measurements you may find helpful.
Sales Lead Prospecting - Numbers of contacts made? Number of orders written? Number of sales leads qualified? Number of leads converted to sales? Total revenue from sales?
Awareness Development - Amount of literature/promotional items distributed? Quantity and quality of mentions or articles covered in the media? Professional research indicators?
Current Customers - Number of sales initiated and closed? Number of customers entertained?
Industry/Competitive - Number and value of seminars attended? Amount of competitive information obtained?
Evaluating Show Performance and Return-On Investment - Calculating your cost per contact and return on investment is not the only way to accurately determine the value of participation. An important aspect of exhibiting is to increase your brand awareness and improve your brand identity. By increasing your marketing efforts and media exposure, an exhibitor will see a return on ROI that is not measured in actual dollars.
Another factor to remember is to follow the sales leads that are collected at the Show. Remarkably, only 14% of exhibitors compute this information, according to the Trade Show Bureau. The key to these final analyses is to follow-up track your leads. According to the Trade Show Bureau, 83% of exhibitors never follow up with prospects, which defeats sales aspect of exhibiting.
Checklist
Maintain your connections and build relationships with prospects, customers and media
A comprehensive checklist for Customers and Prospects:
- Separate Leads into hot prospects and warm prospects.
- Plan a campaign for direct follow-up using a variety of methods - letters, sales materials, newsletter, direct mail, phone fax, and email.
- Motivate buying decisions and convert sales leads by answering questions, providing information, setting up sales calls, providing price quotes, and generally moving prospects to the selling point.
- Use a lead tracking system and evaluate results at specific intervals.
- Continue advertising in trade journals to jog prospects' memory and motivate them to take action.
- Rent the show registration list and do a mailing - There were thousands of attendees, and chances are you did not see all of the buyers. You can purchase the names of show registrants according to job function. To purchase the registrant list, please contact Rick Tutunjian at 203.840.5918.
Check List for the Press and Media:
- Follow up immediately after the event to ensure they will include your company in their post-show articles.
- Suggest story angles.
- Send press kits to editors or industry publications that did not attend the event or visit your booth.
- Get copies of articles that mention your company or product and make copies of them with the magazine masthead across the top.
- Use these articles as part of your post show follow-up with key prospects; also use them to reinforce your position with current customers.
Best of luck for a successful Show!