Six Tips to Publicize Your Trade Show Appearance

If you want to attract a crowd to your trade show booth, it might not be enough to have great giveaways, slick marketing materials, and a fancy new booth. Many trade show attendees arrive on the show floor with an idea of what booths they particularly want to see-and you want to be on that list. To achieve that, you'll need to start letting people know well in advance that you'll be there, and give them reasons to visit your booth. Here are six tried-and-true methods for promoting your trade show appearance.

Do a premailing. Most trade shows have a registration list you can purchase, or you can pay to have the show's administrators mail your information out to registered attendees. But you shouldn't stop there. Send a mailing to your in-house marketing lists, as well. It's important to let people know where to find you at the trade show. Include information on your booth number and possibly a map of the floor, with your booth marked.

Give people a reason to come. Don't just send an announcement that you'll be there. Give attendees a reason to see you. Let them know about any special live events or demonstrations going on at your booth. Send out a coupon that can be redeemed at the trade show for a special gift, and be especially kind to your past customers. If you single them out by offering a gift or coupon just for them, they're more likely to want to come visit you.

Announce it online. If you have a website, you should announce your appearance there-along with all the information you'd send in your mailer. This includes a printable map of the floor with the location of your booth marked, your booth number, and a coupon or free giveaway offer that attendees can print and bring to the show. You may want to offer a certain coupon only online, and advertise it in your premailings-this will bring more traffic to your site.

Blog about it. Do you have a company blog? If so, write about your appearance well in advance. It may be a good idea to write a series on your appearance so that visitors are continually reminded of it. Document your planning process, do a write-up on the employees who will staff your booth, or write about the entertainment, demonstrations, and new products people can find there. When you're at the exhibit, assign an employee to "cover" the event on your blog. Do a podcast or streaming video post live from the floor. Not only will this let your visitors know about your appearance; it could also boost your traffic.

Send an email blast. If you do any email marketing, your trade show appearance should be included in your regular emails. Add a tagline at the end of unrelated marketing emails; something like "Visit us at Booth 132 at the Green Media Expo!" You should also write special reminder emails letting visitors know specifically about your appearance. It's also good to include a promotional coupon or giveaway especially for people on your email list. Advertise it on your site in advance, and you could see a boost in email signups.

Write press releases. It's easier than ever to distribute press releases thanks to online services like PRWeb. You can put out a press release about your appearance at the trade show, but you shouldn't stop there. Add a line at the end of each press release you send out mentioning your appearance similar to the one you'd add in marketing emails. This way, you can get the word out about your trade show appearance even on press releases that aren't specifically related to that topic.

The key to getting the word out about your appearance is to start early and let people know often. Use all resources at your disposal, including direct mail, press releases, and online marketing methods to let people know when and where to come see you. Give people a reason to come with coupons, prizes, giveaways, and information about the exciting events and product demonstrations you have planned. With a strong marketing plan, your trade show booth is sure to attract a crowd.

G. Green works for http://www.justdisplays.co.uk a UK supplier of exhibition supplies. For more information on Signage and banner stands visit: http://www.justdisplays.co.uk/