Making the most of tradeshows and ensuring return on investment.

Published : 11/06/2016 02:59:53
Categories : Tradeshow Marketing

So you have invested in a tradeshow to boost exposure of your brand and attract new customers.

It may be your first tradeshow or it could be your 100th event, either way we all want the same outcome. We dream that our hard efforts will pay off and get our phones ringing like crazy, our email inboxes filling up and our monthly sales skyrocketing. The sad reality is that this is not always the case, especially when you are presenting your products and services in direct competition to the other 100’s of exhibitors also at your event.

This is where the X-Factor comes in, a touchpoint that ensures every potential client that passes your stand will have your brand burnt into their memory in some way or another so that when decision time comes you are front of mind.

There are a variety of techniques that are tried and tested to boost engagement during the day such as giveaways, demonstrations, product launches and outgoing staff manning your stand to help grab attention.

Below are the top 3 techniques we find effective ourselves and also through feedback and discussions with our clients.

Competitions

1. Competitions

Awareness and interest in your stand can always be increased by running a competition, such as a cash giveaway at the end of the day or a months’ worth of product. This technique is sure to get people to your stand on the day, however you do run the risk of overcrowding your stand with people that aren’t actually interested in your product, this is a dangerous method as it generally results in your staff not having the time to spend with genuinely interested clients.


Email List Building

2. Email List Building

Building an email list on the day is a great method for future marketing. If you don’t have email marketing as part of your current marketing plan than it is something you really should look at. If you don’t plan to use email marketing in the future than building a list on the day is obviously a waste of time. Encouraging visitors to sign up to an email list can be enhanced by offering a discount code, bonus products on placement of first order or even a giveaway on the day in return to an email address.


Branded Merchandise

3. Branded Merchandise

Promoting your brand on the day is the main objective. You cannot expect clients to confirm orders on the day or expect all attendees to subscribe to your email list as it is just not possible. However, it is very rare that an attendee will turn down a free gift such as an engraved pen, printed ruler or custom notepad. Branded merchandise such as this will give you a touch point with the attendee, use these items as a drawcard to entice the attendees to move to your stand which will then result in the ability for further discussion.

Ask questions such as what are you looking for today? What problem are you trying to solve? These type of questions will promote the idea that your care, and also spark discussion that will offer the opportunity for your product or service to be the solution to their problem. Meaningful discussion such as this will be what sells your product or service, however remember that the same technique is likely being used by other exhibitors and that’s where branded merchandise brings the X-Factor needed. These potential clients will take your branded pen or custom notepad back to their office with them, which will result in a memory of your discussion and product every time it’s seen. Adding your logo to a useful item, something that will be used time and time again is a guaranteed method to gain a high impression rate. This method ensure that when decision time finally comes and your potential client is ready to order then your brand and your company will be front of mind, ensuring you will be the first point of call.

The team at Express Promo not only supply custom branded promotional products but specialise in a variety of marketing techniques that are guaranteed to boost brand exposure and result in a higher return on investment for your marketing dollar. Feel free to contact us today to discuss how we can assist with your next tradeshow or marketing event, whether it be through our factory direct custom branded promotional products or a free analysis of your business and marketing approach to date. 


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