Transcript Marketing at Trade Shows

Hearthstone Senior Fair
Marketing at Trade Shows
Ginny Boss
Rick Schildgen
C L Graphics
– A marketing and cross-media resource offering a variety of services
including; graphic design, e-mail and print marketing, personalization,
mobile marketing and mailing services. C L Graphics helps you to
effectively communicate with clients and prospects.
Marketing at Trade Shows
Marketing at the Senior Fair…
is an educational process – not a one shot deal.
 #1 Goal is to get new customers
 #2 Goal is to gain new prospects
 Follow-up is critical to succeed at either goal
Marketing at Trade Shows
Marketing at the Senior Fair…
requires advance planning and strategies.
 Establish your Objectives
 Establishing company awareness
 Promoting a specific marketing message
 Introducing a new product or service
 Developing new sales
 Developing new leads
Marketing at Trade Shows
Marketing at the Senior Fair…
requires advance planning and strategies.
 Establish a Budget
 Will dictate the types and number of trade shows you can attend
 How much to invest on the display booth
 Staffing levels
 Promotional materials
Marketing at Trade Shows
Marketing at the Senior Fair…
requires advance planning and strategies.
 Develop and refine your Sales message – targeted to a specific
audience

Create a compelling sales message to use in all marketing materials





Booth graphics
Brochures
Advertisements
Direct mail
Follow-up materials
Marketing at Trade Shows
Marketing at the Senior Fair…
requires advance planning and strategies.
 Pre-show marketing
 Helps drive overall attendance and awareness
 Differentiates you from other booths
 Give potential attendees a reason to visit your booth
 Special information
 Advertise incentive – free gift or prize drawing
Marketing at Trade Shows
Marketing at the Senior Fair…
requires advance planning and strategies.
 At-show marketing
 Create a “WOW” exhibit – professional design
Marketing at Trade Shows
Marketing at the Senior Fair…
requires advance planning and strategies.
 At-show marketing
 Promotional Materials
 Marketing Brochures, Hand-outs
 Promotional Products
 Contests – Prize Drawings
 Method to collect Lead Information
 Train and schedule staff to effectively convey your message
Marketing at Trade Shows
Traditional Trade Show Print Materials
include…
 Business Cards
 Brochures
 Flyers
 Postcard Handouts
 Scratch-off Cards
Look to personally hand-out if possible rather than leave on table
Marketing at Trade Shows
New Media Material Options…
 Video or Laptop presentation
 Digital Picture Frames
 Social Media – Facebook
 Text Messaging
 Personalized Website Pages for Seniors
Marketing at Trade Shows
Popular Promotional Items for Seniors…
attendees are 52% more likely to stop by your exhibit if you
have appealing promotional items to give them*





Calendars
Magnet Displays
Bag Clips
Rubber Jar Openers
Eye Glass Cleaners
*According to Incomm Center for Trade Show Research
Marketing at Trade Shows
Popular Promotional Items for Seniors…
 Hand Sanitizer
 Photo Displays
 Water Bottles with Handles and Straws
 And more…
 Plan your distribution so as to maximize effect
Marketing at Trade Shows
Traditional Trade Show Displays include…
 Display Tips
 Limit the number of words you use
 Keep your text large enough for easy reading – especially for Seniors!
 Keep design simple – no clashing colors, don’t overload with images
 Top 2 feet of booth space is best place for text copy
Marketing at Trade Shows
Marketing at the Senior Fair…
requires advance planning and strategies.
 Post-show marketing
 Follow-up materials ready in advance!
 Segmented by interest level (qualified leads versus general)
 On-going marketing materials to cultivate into customers
 Develop database of attendees
Marketing at Trade Shows
What marketing efforts will your follow-up
include?
 Qualified Leads – Those you talked with and showed an
interest




Phone Call
Letters
Thank You Notes
Seminars or Open Houses
Your purpose is to close a potential sale
Marketing at Trade Shows
What marketing efforts will your follow-up
include?
 General Leads – Those who at least filled in a card for drawing
 Letters or Thank You Notes
 E-Mail Newsletters - Monthly
 Newsletters – Quarterly or twice per year
 Direct Mail – For special sales/promotions
 Seminars or Open Houses
Your purpose is to cultivate these leads for future interest/sales
Marketing at Trade Shows
Conclusions…
Insure your investment.
 Plan your strategy – takes more than just showing up!
 You will get out of any trade show in direct relationship
to what you put in.
 Success typically includes more investment than just the
booth itself – pre-show ads, booth display, promotions,
drawings.
 Follow-up or shut-up!
Marketing at Trade Shows
Thank You, and Good Luck…
 Hand-outs available include:




Marketing Calendars
Promotional Products Catalog
Blog Brochures
White Papers on Differentiation, Branding, Direct marketing,
Cross-Media