25 tips for marketing table success

DELEGATENOW, INC.

2008

25 Tips for Marketing Table Success

Creating a long-term impact from a one-day

event Betsy Talbot

3 5 1 8 F R E M O N T A V E N # 5 4 9 – S E A T T L E , W A 9 8 1 0 3

Copyright 2008 Betsy Talbot/DelegateNow, Inc.

A great way to advertise your products and services is through a marketing table at an industry or group event. Typically these are half- or full-day events and include speakers and breakout sessions in addition to vendor booth area. The rate for the table may vary based on location, size, and whether or not you are a sponsor for the event.


How do you know if the event is right for you?

1) Examine the membership and organization to see if you share the same target market. If you sell stiletto heels, you are likely not going to get much business at a podiatry seminar.

2) Consider the amount of exposure you will gain. If there are only 30 people attending, you may not get enough exposure for the effort.

3) Decide whether you want to

gain same-day sales, additions to your subscriber list, exposure for future sales, or a combination of these.


Once you have decided to invest in a marketing table, what should you

do next?


Before the Event

4) Let your subscriber base know you will be there. Add it to your website Events page, talk about it on your blog and e-zine, and send out a press release announcing your participation in the event

5) Provide the event organizer with every piece of information requested to make the most of their advertising efforts. Have professional images, website information, and contact information ready for programs and advertisements.

6) Develop a post-event followup plan for

your new contacts. Enter them into your contact management system and email marketing program. Set up and activate any email or direct mail drip marketing campaigns. Develop an information product or other item of value as a special gift to your new prospects.


7) Obtain an item for raffle or advertise a

free informational product or gift for every person who signs up for your subscriber list. Make sure they know they will be subscribed by placing a sign at your fishbowl so you will comply with anti-spam laws.

Not getting contact information from prospective buyers is like

leaving a huge bundle of cash on the table. Do not make this

mistake.


8) Invest in a professional display board with

a felt background for easily interchangeable displays. Use professional-looking, high-quality informational pieces on your board for the best impact, and customize them to the industry/market of the event organizer. (Confirm with the event host every time regarding what is provided and what you need to bring. Don’t assume anything.)

9) Consider a multimedia display with a laptop running a continual movie loop or promo for your company, or even audio/video testimonials from customers. Elevate the laptop for better viewing by people walking by, or rent a bar-height display table for the event if possible. (A low-cost solution for this is a small box or paint can covered in the same tablecloth material as the basic table.)


10) Include case studies and free

informational products of value at your table. Give people a reason to do business with you. Make sure all of your informational products are branded with your company and contact information.

11) If you are allowed to submit advertising material within the program or on the chairs at the event, go the extra mile and customize. Provide a special deal for attendees of the conference. Do you have customers within the membership? Include testimonials with pictures of these people. Make sure to include your website and contact information as well as a way for them to book appointments or buy from you immediately.

12) Get to know the movers and shakers of

the organization/event before you go. If possible, send cards to them indicating your excitement at being a part of the event and your anticipation of meeting with them and the members of the organization.


13) Check out the speakers and reach out to them as well. Find possible synergies and explore them. After all, you are targeting a shared market.

14) Will you be allowed to speak to the attendees? If so, prepare your speech in writing and practice it before the day of the event. You should be able to do it with minimal or no notes on the day of the event for maximum impact.

15) Will there be more attendees than you

can manage? Hire or recruit help for your marketing table. The best candidate is a happy customer who can speak about your product/service from personal experience.


The Day Before the Event

16) Go through your marketing table checklist to make sure you have everything covered. This will keep you from forgetting vital material and appearing unprepared or unprofessional.

17) Make sure to include some convenient snack food and water packed as you may not be able to leave your table.

18) Wear comfortable shoes to set up your

marketing table and then change into your “marketing” shoes. It is easy to twist an ankle in heels when setting up a table/booth.

19) Print out a map to the event and give

yourself extra time to arrive if you are unfamiliar with the route.

20) Make sure you have enough gas in your

car so you do not have to stop along the way and risk getting smelly gasoline on your clothes or shoes.


After the Event

21) Implement your post-event follow-up plan. Enter your new subscribers in your email marketing program and send a special thank-you to them along with any free informational product you have promised. Let them know what to look forward to as a subscriber and remind them that you will never rent, sell, or share their information with anyone.

22) When you add them to your subscriber list, make sure you segment them according to their organization. For instance, if you sell life insurance and the event targets small business owners, you can choose to tailor your message to them and/or add them into your general subscriber list for more basic information. If you add all new subscribers to one generic list you will lose valuable market data for future campaigns.


23) Send thank-you cards to the event organizers and non-customer contacts you made at the event.

24) Write about the event in your e-zine or blog.

25) If the event was a success for you, make plans to attend another (check for discounts or perks as a repeat marketer). Also consider similar associations or events to repeat your success.

By learning where to target your efforts, you can make a huge impact with a relatively small expense, especially if you do your homework and create a system that works for you.


Resources: Email marketing programs: www.constantcontact.com www.mailbuild.com Contact Management Systems: www.highrisehq.com www.salesforce.com http://office.microsoft.com Table top Display Boards (enter this phrase into a search engine to get up-to-date options and pricing): www.pcnametag.com www.target.com www.staples.com Card drip campaigns: www.sendoutcards.com/betsy For more information on customizing this plan for your company or

creating similar systems throughout your entire business, visit www.betsytalbot.com or contact [email protected].

http://www.constantcontact.com/

http://www.mailbuild.com/

http://www.highrisehq.com/

http://www.salesforce.com/

http://office.microsoft.com/

http://www.pcnametag.com/

http://www.target.com/

http://www.staples.com/

http://www.sendoutcards.com/betsy

http://www.betsytalbot.com/

25 tips for marketing table success

Economy & Finance