YOUR EXHIBITION MARKETING TIMELINE
“One of the biggest mistakes, I made when exhibiting was to assume that the organiser would do all of the marketing.” An A List Exhibitor – Major Printing Exhibition in Europe.
Exhibiting at a trade show provides visibility and credibility to your company. Trade shows attract huge numbers of attendees and provide an unrivalled opportunity to meet face to face with customers in your target market. However, exhibiting is of course an investment and strong ROI is crucial.
All exhibitors have clear objectives for what they want to achieve at an in-person event, but if no one visits the booth, achieving company goals will be extremely difficult.
One of the main reasons for low footfall is poorly executed pre-show marketing.
Successful pre-show marketing requires a multi-channel approach and timing is vital. Recent Covid restrictions have meant that exhibitors and visitors are confirming show attendance later than in previous years - this is why the month before the show is critical.
Pre-show marketing campaign - it's all about timing...
Below is as an example and although there is a suggested budget allocation for each stage,
the ‘what’ & ‘when’ of the campaign is the key to its success.
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Pre-show marketing campaign breakdown
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A FINAL THOUGHT...
All visitors will of course receive general information about the show via the organisers but the exhibitors who take the time to implement a more focussed marketing campaign will not only increase general footfall, but also ensure that key clients and prospects show up.
