Trade show marketing can certainly help you gain a larger ROI on each show. However, if you make mistakes with your marketing, it could cost you money you don’t want to lose. Here are some of the most common trade show marketing challenges that may make or break your business.
Determining Your Objective and Setting Trade Show Goals
When it comes to putting together a marketing plan for your next tradeshow, clearly defined objectives and goals will make a huge difference. If you don’t take the time to set your objective and break it down into achievable goals, you may never see the ROI you dreamed of from the trade show.
Setting a budget for trade show marketing is always a challenge. Without much experience to draw from, it can be difficult to know how much you should spend and how to spend it most effectively.
Reaching your target audience before the show can be very difficult. However, pre-show marketing does provide the ability to increase brand awareness, bring more attention to the show and get more people to come by your exhibit. This may be the largest challenge you will face with trade show marketing, but if you nail it, you will certainly see a higher ROI at your next trade show.
Marketing at the Show
A huge part of your marketing at the actual trade show is the exhibit you use. You won’t draw much attention with just a simple banner and a table in front of your booth. Instead, you have to provide a professionally designed exhibit with the right mix of color, lighting, and design to attract attention. It doesn’t do much good to get people to the show if they cannot find your booth or don’t find it appealing enough to stop.
Generating Leads at the Show
You go to trade shows with the idea you will come back with the product sold and plenty of leads to work. However, if you don’t have a solid way to generate leads, you won’t get the ROI you deserve.
Coming up with a strategy to get names, email addresses, phone number, addresses and other important information is vital to your success. Some companies use a giveaway or contest to generate leads, while others will provide something when a new lead follows them on Facebook or other social media sites.
Follow up Marketing
Everything went great with pre-show marketing. Your exhibit was awesome and attracted plenty of attention. Now, you have hundreds of leads you need to work to make the trade show pay off. This is a large challenge and undertaking.
You don’t want to wait any longer than you have to before you contact your new leads. In fact, if you can market through email or social media directly to your leads, you want to do this as soon as possible. It won’t take long for a warm lead to turn cold. Get in contact with your leads as soon as possible and you will gain a better ROI from every show.
There are many trade show marketing challenges you will face. However, you can overcome all of the challenges by using the information above or hiring a professional to handle your trade show marketing and exhibition design.