Utilize Web Marketing for
Your Trade Show Promotions

To maximize trade show success, integrate e-marketing techniques into trade show promotions before, during and after each event. Through web-driven strategies, you will increase exposure and message frequency to your target audience to add momentum to your overall marketing efforts.

As a result, you are paving the way to propel achievement of trade show objectives and enhance your return on investment.

Pre-Show Web Marketing

Develop a special section on your web site to highlight your participation in the upcoming event. Promote the web page and your site in all printed materials and advertisements.

Identify marketing vehicles used by the exhibit sponsors and see if you can use the same publications, web sites and newsletters for your marketing initiatives.

In addition, use web advertising techniques including special banners, links and promotional copy to draw site visitors.

Be sure your web page is optimized so search engines can find you and bring interested new visitors to your site.

Create excitement through a pre-show contest, quiz, drawing, game or other incentive on your web site. Include an enticement to come visit your booth during the event for the contest winners, quiz answers, etc.

As part of your web-based trade show promotions, create a form for interested visitors to complete if they cannot attend the show, yet want follow-up information (or contest results).

Or if they are planning to attend the show, have visitors complete a form to schedule a product demonstration or meeting with you at the event. Then, follow-up by phone to confirm the appointment.

In addition, consider sending a series of emails to promote the show and include valuable "how-to" information so the communication provides a service to your prospects and clients. You also may use e-newsletters for this purpose if you already have them in place.

At-Show Web Marketing

As you talk with visitors at your booth who represent high-potential prospects, ask for email addresses to add to your lead database.

If you publish an e-zine or e-newsletter with helpful tips, people will be more willing to give you their email address to receive valuable information that will help them be more successful.

Always position your request for contact information as an effort to provide a benefit or service.

Use your web site to highlight winners from trade show promotions (i.e. drawings, game winners, etc.) you have at your booth.

Let online visitors register for your contests, drawings, and other incentives if they are unable to come to the event.

Have your web site updated each day during the show and include daily event news, workshop recaps, speaker summaries and other information so conference attendees and those who could not come will get the latest news and information.

This will further position you as an expert and key industry resource in your field.

Post-Show Marketing

The day you return, update your site to announce winners from your trade show promotions and feature information about their companies as a service to them.

Consider adding streaming video of product demonstrations from your exhibit. Interviews with current customers and testimonials from your event are also powerful, credible ways to get your sales message across.

Use new prospect email information to develop an ongoing web communications program that includes email, e-newsletters, and other announcements.

People use the internet to get helpful information. Give them what they need and want – substance in the form of ideas, tips and counsel that will help them be successful.

Continually update your web site with new information and helpful advice so your target audience will want to return often and refer others to your company.

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