Capture Your Audience with Pre-show Promotions
Trade show season is right around the corner. We help lots of companies to prepare for exhibiting at trade shows. With ever-increasing travel costs, people don't attend on a whim. Today's tradeshow attendee is a buyer, not a browser. But will he be your buyer, or someone else's?
With the increasing amount of value companies place on event marketing (92% of respondents in a recent survey said that tradeshows affect their purchasing decision), exhibitors have been racing to adapt their event tactics to appeal to their new, time-crunched audience. And what we've learned is that what you do before the show can be just as valuable as your strategy during the show.
Pre-show promotions and audience acquisition can add enormous impact to your event marketing program. As an attendee walks onto the show floor, your chances of them stopping by your booth are much greater if they are exposed to your brand prior to the show. In fact, according to a recent study sponsored by the Health Care Exhibitors Association, many of the industry's most successful exhibitors obtain a list of potential attendees and send personalized e-mails inviting them to their booth. This tactic has shown repeated successes in attracting more attendees, which, in turn, opens numerous opportunities to achieve greater ROI.
Trade Show Tips - Eyes on the Objective
Tradeshow objectives should integrate with your overall marketing plan, so keep your basic marketing strategy in mind when developing event goals. As you set objectives, consider these questions:
- Revenue: What revenues do you hope to gain as a result of this event? Set a target based on total revenues and projected quantity of your average.
- Sales leads: How many leads do you hope to capture? Break this total down to set daily goals for your event.
- New contacts: Will this be a good opportunity to establish new contacts (e.g. new vendors, partners or vendors)?
- Market research: What information might you learn from the audience? Prioritize the information you need and keep your questionnaire as short as possible.
- New product/service exposure: What percentage of your target market will be exposed to your new product/service?
- Brand awareness: Obviously you want to increase brand awareness, but how will you measure your ability to do so? Make sure to include a question on your survey or in your face-to-face interaction that will enable you to measure brand familiarity.
By setting measurable objectives, you'll be able to gauge an event's success, demonstrate those results to upper management, and make adjustments in your future plans.
Tattoos Build Awareness
>What do the phrases “Run Your Own Race” and “Don't Cry Til’ You Get to the Car” have in common? They're both albums by Mulberry Lane, a Nebraska-born pop group made up of four sisters. But unless you're one of the 500,000 people who bought one, you likely wouldn't know that.
Mulberry Lane realizes the importance of keeping its name fresh in people's minds as one element in helping CD sales and growing its overall fan base. Part of this is, as the majority of groups know, selling logoed items such as T-shirts, posters and pins at its concerts.
But when it came time to release A Very Mulberry Christmas, its first holiday album, as well as launch its Midwest tour, the group wanted to go beyond the fundamentals. “We wanted a branded piece that would visually represent our music,” says Bo Rizutto, one of the group's members. “We decided on temporary tattoos. Kids love them, and parents approve because they're temporary. And kids always take handfuls to give to their friends. They walk around with the tattoos for a few days, and it keeps our name out in public.”
As many of Mulberry Lane's songs deal with young love and many fans are also young, the tattoos themselves were a very basic design: the words “I Love Mulberry Lane” with the copy in black and the heart in red. An initial order of 500 was given away at the merchandise table at the tour's first concert. The group ended up reordering them for the next show, and, says Rizutto, has been doing so “constantly” ever since.
Fueled by the popularity of the tattoos at shows, the group now includes them in all of its press kits as well. To date, thousands have been distributed, and they work. “The whole campaign has been wonderful,” says Rizutto. “It's great to go into a radio station or record store and see people wearing Mulberry Lane tattoos. We think they really add an extra element of fun.”
Just For Grins
Customer: Hi, this is Celine. I can't get my diskette out.
Helpdesk: Have you tried pushing the button?
Customer: Yes, sure, it's really stuck.
Helpdesk: That doesn't sound good; I'll make a note.
Customer: No. wait a minute... I hadn't inserted it yet... it's still on my desk... Sorry...
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