When your desk inbox is full to the point of avalanching with postcards that proclaim awaiting iPads and other prizes, you know a tradeshow is around the corner. And while this tactic can deliver big results for companies marketing to broad target audiences at the top of the funnel, we don’t believe that mailers and prize drawings should be your only strategy for driving qualified foot traffic to your booth.
So what do we recommend for a well-rounded tradeshow marketing campaign? While there’s not an iron-clad formula for delivering astronomical conversion rates, there are proven methods that may very well be the difference between a booth full of door prize hunters and one overflowing with sale-ready leads.
Send a Personal Invitation
The art of handwritten correspondence may have been trending the way of the dinosaur, but its decline in popularity has, in some ways, increased its effectiveness. Handwritten notecards add unparalleled sincerity to an invitation resulting in increased sentiment and personalization that will have your very specific target audiences believing in your customer service efforts, before they even enter the booth.
Give Prizes and Host Contests That Appeal to Your Targets
We suggested earlier that giveaways will attract high volume traffic to your booth that may or may not be qualified, meaning, they may not necessarily be interested in your products or services. To curb this reality, consider developing promotions that appeal to your very specific target audiences. For example, you could promote an iPad giveaway specifically targeted to your buyers along with a salad bar donation on behalf of their company. You’ll make the winning buyer’s day and also provide some positive PR for their employer.
Offer Show Specials
This is an old school method that can still deliver impressive results. Make this a new school technique by capitalizing on all available promotion channels – think digital and social and media – and draw in those that are on a mission…. to buy or book your order now!
Announce a New Product/Service
Distribute a pre-show press release to the trade media and invite attendees to experience your brand new offering firsthand in your booth.
Send a Personal Invitation, Part II
A segmented, qualified database enables you to create personalized email campaigns to specifically target those contacts who will be most interested in that new product or service you’ll be highlighting at the show.
Host Meaningful Meetings
Make a list of the contacts that you want to meet with at the upcoming event. Employ the tactics above, but don’t rely on them alone to make these meetings happen. Booths are great as an easily identifiable meeting place, but allow you and your team’s schedules enough flexibility to venture beyond your booth to check names off your target list.
Sing them Karaoke Songs
OK, maybe not your best bet, but this is certainly a (shameless?) promotion tactic that we’d try for ourselves.
Incorporate one or more of the tactics above into your next tradeshow promotion plan and enjoy the flood of qualified visitors to your booth!
