By Josh Sommers
Published: 05/14/10
Marketing is about presence. Are you the company that the marketplace thinks of for your product or service? Well, that certainly is where you want to be. Part of creating that top-of-mind awareness is event marketing. A great place to do that is at trade shows and consumer expos.
Expos come in many varieties, such as business-to-business and general consumer events like home shows. For many companies, they’re part of the regular marketing program. Bob Mickelson, a client of my firm and owner of Grey’s Woodworks of Grahamsville, has been promoting his custom garage- and shed-building business at home shows for 19 years.
“Expos put us in front of customers that are more likely looking for what we have to offer — right now. It is terrific targeted marketing to an engaged audience,” said Mickelson.
Mickelson added that home shows also plug Grey’s into the other show presenters who can turn into valuable referral sources. As a show presenter, networking with other businesses can turn into a pipeline of new work.
Make your message simple
If you make the commitment to market at shows, you want to give reasons for people to notice you — and remember you. You don’t want to just show up with some business cards and sit at your table hoping that you get some traffic.
First, make sure that your message is simple. If someone walks by your booth, will they “get” what you do? You’ll be fighting for the attention of show visitors, so make your message simple.
When getting your show presentation ready, make your booth compelling. Well-designed signs that are a quick read along with graphics that showcase what you do are critical elements. If your type of business allows you to bring tangible samples of your product or service, that will help people connect the dots from your company name to what your deliver. For example, if you have the best bakery, hand out some cookies. You’ll be a hit!
Make sure you get noticed
Try to give people reasons to stop by your booth. Businesses-to-business show presenters often ask passers-by to leave their business cards in a bowl for a drawing of prizes. A $50 gift card or iPod giveaway can take your traffic to greater heights for relatively little money.
And don’t forget to give people a reason to remember you. A free promotional item such as a pen or mouse pad with your logo, as well as a company brochure, are key parts of a good presentation at a trade show.
Just like all of your marketing, you’ve got to be out there. Trade shows and expos may very well be a good fit for your company. Just make sure you get noticed.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com. His column appears Fridays.
