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Trade Show Marketing: Making a Success of Your Company's Trade Show Opportunities

Trade Shows: Where Markets Come Alive 8-1

• Trade Shows Keep Marketing Professionals Sharp 8-2

• Locating the Best Trade Shows in Your Market 8-2

Trade Show Timing and Planning 8-3

• Evaluating Trade Show Opportunities 8-4

• Selecting a Trade Show Booth: Location and Size 8-5

• Choosing the Best Trade Show Booth Location 8-5

• Selecting Your Booth Size 8-7

• Getting Your Company Into the Show 8-8

• Trade Show Booth Options 8-9

• Trade Show Booth Backdrop 8-9

How Show Attendees Wander a Trade Show—and How to Get Them to Your Booth 8-11

Producing Your Company’s Trade Show Backdrop Design 8-12

Small Booth Aisle Signs 8-15

Trade Show Sales Video on Flat-Panel Display 8-19

Trade Show Pre-Marketing: What to Do Before the Show 8-21

• Trade Show Postcard Mailings 8-22

• E-Mailing Show Announcements/Invitations to Existing Sales Prospects 8-25

• Advertising in Trade Show Dailies 8-26

• Printed Marketing Collateral for Trade Shows 8-26

• Trade Show Premiums and Drawings 8-28

• Trade Show Logistics 8-28

• Getting Your Booth and Materials to the Show 8-30

• Booth Setup Day 8-31

• Major Trade Show Emergencies 8-32

The Show Begins: How to Work a Trade Show 8-33

When the Show Ends 8-34

Marketer’s Action Plan (MAP): Checklist for Executing Trade Show Campaigns in on-demand CRM 8-34

1.) Create Your Plan 8-34

Preparation (for Execution) 8-35

Concept and Production 8-35

Pre-Show Promotion 8-36

2.) Plan for Measurement 8-37

Cost Side 8-37

Estimated Revenue Side 8-37

Preparation (Measurement) 8-38

3.) Execute 8-38

Pre-Show 8-38

At the Show 8-39

4.) Track, Measure, and Assess 8-39

5.) Evaluate, Adapt, and Improve 8-39

6.) Follow Through 8-40