how to get more out of exhibition marketing

How to get the most out of Exhibiting

with Karl Craig-West & Elaine Vandelli

1: Objectives???

What do you want?

● More clients/customers● promotion opportunities● Bigger marketing database● Networking● ???

2: What's the Plan?

How are you going to meet those objectives?

What actions do you need to take before, during and after the show?

3: Publicity (before and after)

You

ClientsContacts

Press Marketing

4: Your Stand

● Keep it simple● Bright and cheerful● No barriers (desks/tables)● Engaging graphics● Get to the point quickly (how you

help your client is more important than your company name)

What’s WrongHere?

Clean and simple communication

5: Engage

● Prize draw - make it meaningful or different

● Free gift - make it valuable● Make a special offer● Tell, don't sell● Keep promises● Be different!!!

3: Publicity (before and after)

You

ClientsContacts

Press Marketing

Did we mention that you should do some...

6: Leaflets/Flyers

● Reason to keep it● Make an offer● Make it useful● Keep it simple● Use lead tracking● Pictures● Sell, don't just tell● CALL TO ACTION !!!

7: People

● Smile● Smile some more● Don't overdress (or underdress)● Don't stand waiting● Talk and engage● Eye contact● Make a note of what was said● Did we mention smiling?● Have some fun...

Dress appropriately

3: Publicity (before and after)

You

ClientsContacts

Press Marketing

Quick reminder: do some...

Dress appropriately

8: After the show

● Follow up (with every single contact)● Add all contacts to a CRM● Keep in touch

● If you promised something then do as you said

And Finally...

Exhibiting is a marketing exercise so make sure you have some objectives and a plan for reaching them.

Aim for Return on Investment...

3: Publicity (before and after)

You

ClientsContacts

Press Marketing

One last time. Make sure you have good...

Karl Craig-West is a Director of Buswebs which provides affordable websites, blogs and web marketing services to the self employed and small businesses.

He can be reached on 0116 355 2194 or karl@buswebs.co.uk

www.buswebs.co.uk