Boosting Trade Show Booth Traffic: 15 Event Marketing Experts Share Tips on How to Drive Traffic to Your Trade Show ExhibitPosted by admin | Category: Trade Show Marketing
For businesses that choose to exhibit at a trade show, among the biggest considerations are how to best approach their trade show booth marketing plan and most importantly, how to ensure the trade show booth generates enough traffic to make the investment worthwhile. Because even if the exhibit design and presentation are impeccable, the trade show exhibit cannot be a true success without meaningful booth traffic.
But how do you get more traffic to your trade show booth? How do you create a buzz and awareness for your display? There are so many schools of thought – will you lead with a live demonstration or show? Will you entice them with a promotional prize, raffle, or giveaway? Or will you let your booth design and product speak for itself? Which tactic is right for your business?
To help you evaluate your choices and even come up with some new ideas, we’ve asked 15 trade show and exhibit marketing experts the following question:
“What’s the single best way to drive or boost traffic to your trade show booth?”
We’ve collected and compiled their expert advice into this comprehensive guide to trade show booth marketing. We hope it will help you make decisions and take your trade show exhibit marketing plan to the next level.
Meet Our Panel of Trade Show Marketing Experts:
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Jules Sowder is the publisher of www.Trade-Show-Advisor.com, on online resource that helps exhibitors maximize results. She is also an executive marketing advisor who specializes in helping results-oriented organizations build brand strength, attract and retain more customers, and increase revenue.
My most important trade show marketing tip is…
Trade Show Planning. To maximize booth traffic and trade show success, exhibitors must take the time to develop a trade show plan – and then follow it! A beautifully designed exhibit or unique promotional gimmick cannot compensate for the lack of effective planning, which includes setting objectives, establishing show selection criteria (to ensure target audience reach), determining message strategy, and detailing marketing/promotional initiatives to occur before, during and after the show.
To attract meaningful booth traffic, exhibitors must plan to aggressively pre-sell prospects and customers before the show, engage them during the event, and promptly follow-up after the event to generate additional sales.
Stephanie Arone is the President and General Manager of Activity Planners, http://www.activityplanners.com. An active member of the Las Vegas Hospitality Association, Meeting Planners, International, The Professional Conference Management Association, and the Association of Destination Management Executives, and also sitting on the board of the Patrick Kelley Youth Foundation. Stephanie is proud to have been honored by Connect Magazine in October 2011 to be included in their inaugural list of “40 Under 40” in the Meetings Industry.
The #1 way to drive traffic to your trade show booth…
Creative pre-conference promotion of your services to attendees. You want to make people seek you out because you’ve piqued their interest by communicating to them before the show what makes you stand out from the others. This is best achieved in mixed media, you can’t rely entirely on blast emails anymore.
Attendees need to perceive a value to visiting you, whether it’s product based (to see your line or meet your team), incentive based (to receive a gift or enter a raffle), or relationship based (to see/meet someone that they are familiar with). Solid advance work needs to go into getting them interested in your company so that when they see your booth there is an immediate recognition and brand perception, then your campaign needs to be backed up throughout the booth, mimicking your concept/colors/promotions to meet their expectation.
Ruth P. Stevens
Ruth P. Stevens is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing, and consults on customer acquisition and retention. She also teaches marketing at Columbia Business School, serves as a director of Edmund Optics, Inc., the HIMMS Media Group, and the Business Information Industry Association, and is a guest blogger at Biznology. Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing. She also serves as a mentor to fledgling companies at the ERA business accelerator in New York City. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM. Learn more at www.ruthstevens.com.
When it comes to trade show marketing…
Investing in pre-show promotion is essential to driving traffic to your booth. But not just any traffic. You want qualified prospects only. Think of it this way: you are front-loading the sales qualification process. An effective pre-show strategy employs 2 prongs:
1) Targeted communications to registered attendees. Extract high-potential visitors from among the show attendee population and encourage them to visit your booth or set up an appointment. The secret here is qualification. Not everyone at the show is worth your attention—with the one exception of highly targeted, niche show where nearly all attendees are likely prospects. So a blanket mailing inviting all attendees to stop by usually contains a lot of waste. Instead, begin the qualification process with the first outbound communication. Explain who you are looking for, and why these buyers should come to your booth. Implicitly, you are discouraging everyone else. The first step: cull the pre-registration list you receive from the show organizer to eliminate non-prospects and competitors.
2) Communications to your house file. Invite your own customers, inquirers and prospects to the show. These people are already interested in doing business with you. If they are not planning to attend the show, your invitation might encourage them to change their minds. At the very least, it will remind them you are exhibiting, and serve as a useful part of an ongoing relationship-building communications stream.
The point here is: if you are investing a considerable sum in exhibiting at a show, you should do everything possible to maximize the value of that investment. If you simply rely on the show organizer to deliver you the best audience, your investment will be sub-optimized. Be sure you merge the show organizer’s list with your own, to eliminate duplicates. You should also inquire about whether the show organizer can help you with your promotions, like providing message templates, sales copy, banner ads and the like. Some organizers provide marketing kits at their websites, for exhibitors to download.
Jan Aument has been with BASF Construction Chemicals for the past fifteen years and responsible for her division’s trade shows, large meetings and customer events. She earned her CTSM Broze level certification in 2013 and has received several awards including 2012 Change Maker of the Year from Meetings.Net magazine, EXHIBITOR Magazine’s 2012 All-Star Award and is a three time President’s Award winner with BASF, most recently in 2012 for her leadership in their companies Community Service Program development and implementation.
The most important tip about trade show display marketing is…
To first make sure you have a clear understanding of what the objectives are for being there in the first place. Once you know, trust and believe in your objectives and understand not only who the target audience is, but what you want them to do as a result, you can start to work on how to get them there. This could be and usually is different for each show.
One piece of advice I would have, particularly on your best or top show is to get involved with show management. Establish relationships with them and ask about ways you may be able to get involved. For example, do they have an exhibitor advisory board or team of some kind that you can ask to join? This is a great way to really understand who they are targeting to attend and what type of promotions are being planned. This can be very helpful to you as an exhibitor in planning on the single best way to get those attendees to come see you at the show. You may be able to suggest a new sponsorship that is mutually beneficial helping both the show and your company achieve objectives and drive traffic.
Finally, no matter what your objectives are and what tactics you use to get them to your booth, it is critical that you measure this. Sometimes it is not about getting the most people to your booth, but about getting the right prospective customers there and unless you establish a measurement based on an objective you will not know if it truly was the best way of driving traffic.
Richard Erschik was a successful exhibitor and service business owner himself, and today, he is being referred to as a stand-up comedian in trade show exhibitor education as a renowned speaker, and entertaining webinar presenter. He has delivered more than 250 high-value seminars, webinars, workshops, and accelerated learning sessions in venues as far away as Brussels Belgium and Johannesburg, South Africa. He is a recognized thought-leader on the subject of trade shows, a Toastmasters president and award winner, and he has been a featured speaker at the EXHIBITOR Show in Las Vegas for the past 18-years. He is listed on the Professional Speakers Guild and World Class Speakers websites, and he is listed in Trade Show Executive’s Who’s–Who in Specialty Service Contractors in the area of Exhibitor Education. Find out more about Richard’s work at www.richarderschik.com.
When it comes to trade show exhibit success, the most important tip I can share is…
Pre-show promotion drives traffic to your booth.
Reactive trade show exhibitors rely on the show’s organizer to fill their miles-of-aisles of exhibiting space with attendee traffic for hopeful booth visitation and lead generation. Then they complain, and look to place blame, when their lead quantity and quality are less than what they expected.
Proactive trade show exhibitors realize that they have better lists of potential booth visitors in their own databases made up of…
- Existing customers
- Leads from their last show(s)
- Leads from their website activity
- Leads from their print advertising response
- Submitted proposals
- Customers that returned warranty cards
Most exhibitors today also have an active print advertising program. Or, at least they have publications that serve their industry with up-to-date readership, also known as circulation. And it’s this readership and circulation that exhibitors can/should use to increase traffic to their booth.
The chronological opportunity formula looks like this…
- Circulation = Readers
- Readers = More Booth Visitors
- More Booth Visitors = More Leads
- More Leads = More Sales
- More Sales = ROI
If you don’t have an active print advertising program, you can contact the publishers that service your industry and purchase geographical segments of their circulation to use for pre-show promotion.
If you do have an active print advertising program, most publishers will give you the segments of the circulation you need for pre-show promotion.
This writer has 3-decades of experience designing and/or critiquing pre show promotion pieces and programs for exhibitors — and I suggest that your pre-show promotion piece include…
Information – about what you will have on display
Qualification – of the potential visitors’ needs
Invitation – to your booth for a personal presentation
Adding an incentive (give-away) to those that…
a) Bring the direct-mail piece to your booth with them
b) Return the direct-mail piece to you before the show
…will dramatically increase response, booth visitors, and selling opportunity.
Mike Weimar (MBA and BSIOE, University of Michigan), President of Iconic Displays, has over 25 years experience in high-technology marketing and product development, and has held executive positions with several technology companies; including CEO of Impact Displays, where he led the acquisition of this web-based trade show display and graphics production company and grew revenues significantly; Director of Marketing for EFI’s PrintMe Networks division; Vice President of Marketing for Vibrance Networks, where he led the marketing strategy, business development, messaging, and identity development efforts; Director of Strategic Marketing for Xerox’ ContentGuard Internet Service; Vice President of Marketing for OnTime Software; and while at Hewlett Packard he led the product marketing effort for HP’s first color inkjet printer the HP PaintJet which ultimately became a Billion dollar product line.
The most important tip I can share with trade show marketers for boosting traffic to their booth is…
Based on over 25 years of trade show marketing experience, I would strongly vote for “installed base pre-show marketing” as my #1 tactic for boosting traffic to your booth. Of course this tactic does not work for startups, so if you’re a startup I appologize – however since over 90% of tradeshow exhibitors at a typical trade show are established companies, I thought it was important to promote this highly effective, but often overlooked, tactic.
The importance of marketing to your existing customer base is supported by the following two key marketing truths:
1. It’s much less expensive to make a sale to a current customer than it is to sell to a new customer.
2. It’s much easier to reach a current customer than it is to get the attention of a qualified prospect.
So if you only have enough funds for one marketing tactic to drive traffic to your booth, then you absolutely should be allocating those funds towards reaching your existing customer base. The key tactics I’d recommend for reaching these customers are as follows:
1. Pre-show email blasts. Ideally start 6 months prior to your show to get on their busy calendars, and then increase your frequency as you get closer to the show. If you have regular company e-newsletters this is a great place to promote upcoming trade show appearances.
2. Sales team outreach. For the best results you should get the buy-in from your sales organization to directly call into your entire account base and ideally setup an internal sales contest to see who can drive the most booth traffic. Trade show programs should always be closely coordinated with your sales team and an effective installed base outreach program can have a major positive effect on sales results – which is usually one of the top 3 goals for any trade show marketing program.
3. “What’s in it for me (WIIFM) marketing”. Your installed base outreach programs should have a strong set of WIIFM messages which can include elements like new product tutorials, free tech support meetings, key executive meet and greet sessions, show discounts, and even a customer appreciation event. If you make your customers feel special they’re much more likely to make the effort to stop by your booth.
Angeline Close, PhD teaches Consumer Behavior, Psychology & Advertising, and Integrated Communication Management at the University of Texas at Austin and consults for Event Sponsorship Measurement, LLC on event marketing and or sponsorship investments. Her research stream is grounded in a deep interest in explaining and predicting linkages among consumer attitude, affect, cognition, behavioral intent, and consumer behavior.
When it comes to trade shows and traffic…
The real question is driving the right people to your exhibit or booth, not how many. But if the event is full of your target market or if quantity is the goal, bake cookies on site. The smell will bring em over!
Travis Stanton is the editor of Minnesota-based EXHIBITOR Magazine, www.ExhibitorOnline.com, which boasts readers in more than 30 different countries. As editor, Travis travels the globe attending dozens of trade shows and events each year, from Chicago to Shanghai. Most recently, he traveled to London and Yeosu, South Korea, to cover the 2012 Summer Olympics and the 2012 World Expo, respectively, and was a speaker at the International Federation of Exhibition and Event Services 2013 World Summit in Cape Town, South Africa . In 2011, Travis and his team were honored by the Minnesota Magazine and Publishing Association with the 2011 Magazine of the Year award.
The truth is there’s no one trade show traffic tactic…
That will attract attention across the board. And if there were a magic bullet, everyone would already be using it. I believe the key to attracting attention is to simply to stand out from the crowd.
Take a look at the norms in your industry and seek opportunities to zig where others zag. If possible, attend shows outside your industry to gain a broader scope of exhibit-marketing approaches and strategies you might be able to add to your own arsenal. Adopt and adapt ideas from the retail, corporate event, or even special-event world. All three are full of concepts that are practically ready-made for the exhibit hall and could be perfect for your program.
But be sure to consider your target audience before committing to any particular approach. After all, what works for an exhibitor in the electronics industry targeting Millennials could be a catastrophic failure for an exhibit at a health-care show targeting physicians.
Allison Saget is President of her own event marketing consulting firm, EventBLT, http://www.eventblt.com/, that helps clients reach their key business objectives through events. In her 20 hear marketing career, she has created, designed and managed well over 1,000 events, and worked in advertising, television and direct marketing. Allison is the author of The Event Marketing Handbook: Beyond Logistics & Planning which has been featured as a perennial favorite three of the last five years on the Exhibitor Magazine Summer Reading List.
One of my most important tips for driving booth traffic is…
First and foremost recognize that your exhibiting to achieve three primary business objectives which is a strategic approach called EventBLT – 1. Brand Recognition, 2. Lead Generation and 3. Thought Leadership and it’s the combination of the three that drive and boost traffic to your booth. Your job is to help accelerate the sales cycle and open the door…
- Brand Recognition – Work with your corporate and product marketing teams to plaster your Company Logo and Key Messages everywhere from pre-event mailers to your staff apparel-wear to your graphic imagery. Make sure you take full advantage of the sponsor benefits provided in your exhibit package. Use promotional items that mean something – for example: a mobile company gave out Phone Stands at their reception counter and added to the user instructions a QR Code for their collateral and whitepapers. If you’re a food company, it’s obvious it hand out samples but think about the napkin you put it on or the spoon the little taste is on, put your logo on it!
- Lead Generation – Pre-show, engage the sales team to reach out to customers and prospects to set up onsite meetings with your executives that are attending. Onsite, hire professional lead coordinators who work the aisles to bring them in for solution or product demonstrations. Have the “right staff” onsite those with great personalities who can tell your story. Post-event: follow up immediately and don’t sit on the leads. Use your CRM application like salesforce.com to create you campaign and account movement to track the lead trail which will help you measure results.
- Thought Leadership – Get an Executive Sponsor for top-down show support. Look to place your subject matter experts in keynotes and break-out sessions. Check and see who from your customer base is already speaking and offer to help them when they create their presentation, it’s a great way to get your message out and not come off as “salesy” but as a trusted expert. If it’s not doable, then create your own mini-theater in your booth to showcase your company story, products and solutions. Make your story concise and compelling with experts standing by after the preso to deep-dive into the content.
Peter LoCascio is an independent consultant and founder of Trade Show Consultants, www.tradeshowconsultants.com. Peter has been helping companies successfully market and sell products for over 30 years. These companies comprise a mix of Fortune 500 firms and venture-backed start-ups across diverse markets.
The single best way to boost traffic to your trade show booth is…
To look for quality and not quantity.
The trade show floor is a nerve center for business and if the exhibitor selects the appropriate show to meet and greet prospects, product should be enough to deliver prospects to the exhibit. Research has shown that the majority of trade show attendees are searching for new products, services and solutions to their problems and challenges. The exhibitor who realizes that the trade show is a modified sales call with prospects calling on them will design their exhibit to communicate from the aisle who they are, what they are presenting, some product features and benefits and who to talk with in the booth. The booth people on duty will be trained to carefully interview prospects and rate each as cold, warm or hot sales leads making notes for after show follow-up.
Nicole Pontius is the Marketing Communications Manager for Camcode, a maker of asset identification tags and durable bar code solutions company. In addition to trade show planning and management, Nicole focuses on lead development through search engine and email marketing.
The best way to boost trade show booth traffic is through…
Promotions such as contents, giveaways or freebies; they always drive people to our booth. But we like our displays to rely on clear graphics and photos of products in action to really capture the audience’s attention.
Melissa Circe is Marketing Programs Manager at ClickSoftware service management software.
The best way to drive traffic to our trade show booth is…
By being approachable. This to some may seem like common sense, but if you have colleagues in your booth area that are not smiling and not presenting a warm, welcoming environment, then people are not going to be inclined to come visit the booth. Warm, smiling, and happy people who are presenting a sense of openness and warmth is the key to encouraging people to stop by our trade show booth. It’s important to remember that the way my colleagues and I are interacting with conference attendees, is easily seen by those who are walking by. By presenting ourselves in a smiling, friendly manner, we are also making other visitors at the conference aware. All of the above contributes to achieving our goal of increasing traffic to our trade show booth.
Rashid Kotwal is a Sales, Marketing and Business strategist at Revealed Resources, http://www.revealedresources.com. He has worked with business owners in over 33 different industries grow their businesses through implementing direct marketing and sales systems.
When it comes to boosting your trade show traffic…
The most important reason you’re at the show is to get in front of qualified prospects. People who are in your target market. So in essence you want to attract them and repel everyone else (or you’ll waste a lot of time with tire kickers).
So how do you do this? Well it depends on whether you’re at a trade only or consumer show.
Let’s take them in turn.
At trade only shows you’ll have far less traffic and your goal is to get in front of as many highly qualified prospects as possible and start meaningful conversations with them. Quality, not quantity is the key.
- Start communicating with registered attendees.
You’ll get a pre-registration list from your show management. If not ask for it.
Not everybody on this list will be in your target market, so start by culling the list to avoid a scatter gun approach. This is will save you money and time, as you don’t mail out to everyone.Once you have the list, create an invitation, explaining to them who you’re looking for and why they should visit your booth. This will very clearly separate the wheat from the chaff, which is exactly what you want.
- Inform your existing clients, and prospects that you’ll be exhibiting at the trade show, and give them reasons why they should be visiting you there.
You know that these people are already interested in doing business with you, so encourage them to come and see you.Worst case scenario will be that they can’t make it to the show. However you’ve created an opportunity to keep in touch with your clients by letting them know what it is you’re doing and offering.
- Create a multiple-touch promotion
It’s rare for someone to respond the first time they see something. Therefore it’s imperative you create a multiple-touch sequence that contacts your clients and prospects in different ways.
- Use a combination of email, FAX, postcards, SMS, and physical letters to contact your list.
And if you think this is not worth doing – here’s a real example of why you should…A client reported a physical invitation letter they sent to a client got blocked by his PA. However a personalised FAX got through. The client attended the show and won a prize worth $900!
- Make sure your message is clear and concise and attracts qualified leads only. (If you’re unsure of how to do this, engage us to write your copy)
- Make sure your prospects understand very clearly why they will benefit from visiting you at the show.
- People are busy and plan their activities well in advance. So make sure this mail out reaches your prospect at least 30 days before the start of the show.
Then send out a series of reminders using different modalities.Reminders which include plans for the event, new products you’re launching, and other events including social function you’ll be hosting.
- If appropriate, offer an opportunity to book appointments with you.
Here are some additional tactics for pre-show promotion:
- Produce stickers with Trade show name, city, date and booth number and include them in every mail out. They can be included in letters, invoices, put up on your website etc. Include the floor plan and highlight the location of your booth.
- Create a specific website for your trade show attendance, highlighting all the activities, new products etc, for the show. Populate it with press releases, product announcements etc.
- Mail out free entry passes. (Consult with show management, it should however also be in their interest to get more visitors to the event)
- If you can create a two part product, mail out the first part and have them pick up the second part at the show.
- Advertise your presence in industry publications.
- Have gifts that can be redeemed at the booth. Don’t do this with everyone, restrict it to key people you want to visit the stand.
- A daily prize draw can work wonders. Note however that you should target the prize to the type of prospect you want to attract. If it’s a general show, free holidays work well. However, if it’s a trade show, the prize should only attract qualified prospects.
An example is a Welding Manufacture client of ours who gave away a Welding Helmet worth $900. Only people in his target market would be interested and put their names into the hat.
- Have sales people call up customers and prospects to extend invitations about a month before the show and have them take appointments during the quietest times of the show. Confirm the appointment by letter or email and send an SMS reminder the day before the appointment.
Consumer oriented shows are a completely different beast. The audience will be general in nature and your main role here is to capture as many names and other contact details as you can. So you need to do everything you can to funnel traffic past your stand.
Rule number one is position, position, position. You want a stand in a main traffic area or near an eating area where people congregate.
For consumers the biggest drawcards are holidays followed by gadgets like IPADS and other devices. Make sure to create a large, hard to miss banner proclaiming the chance to win prizes.
Then make sure you capture visitor details in return for entries. To ensure you get valid details tell them you will notify winners by email, SMS and physical mail. This way you’re more likely to get real information. While there is a risk you’ll get people signing up just for a chance to win, there will be many who could be qualified prospects.
Your immediate goal after the show is to start following everyone up. Do not call them UNLESS you have spoken to them and qualified them at the stand. (You are taking notes of conversations aren’t you?) Put everyone onto an email and if possible physical mail follow up sequence where you start drip feeding them with more information, material which would be of interest to them, and the occasional promotion.
With each send out encourage them to call you. And remember, it can take multiple touches before someone takes action. The biggest mistake you can make is to only follow up once or twice. We’ve had people on our lists for years before becoming 6 figure clients. People buy when they are ready, not when you want to sell something.
Sherri Beauchamp is a Certified Cross Channel Marketing expert, Business Growth Advisor and founder of Wellness Marketing Consultant, www.wellnessmarketingconsultant.com. Sherri has been involved in the health and wellness industry since 1999, and has had a life-long interest in business development and marketing. Sherri develops custom marketing packages for innovative businesses looking to optimize and maximize their marketing efforts with a strong emphasis on a results based approach, and her key focus is teaching small & medium business owners in health and wellness related fields how to attract more clients and increase the lifetime value of their customers. Sherri is also the author of Healthcare & Wellness Marketing: How To Get Your Clinic On The Map.
The single best way to drive traffic and boost interest at your trade show booth is…
To encourage engagement. If you can draw a crowd or get people interacting with you, it will not only start natural work related conversations but others will be curious and wander over.
For example, I used to attend health related tradeshows with a medical assessment company. We would bring along a hand grip to test grip strength. We would also bring a chart to compare norms to so they could not only have bragging rights over who was strongest in their group – they would know where they stood compared to age and gender Norms. The next natural question was “what does this mean?” This opened the door for education and how they could use this testing in their company. It was a natural conversation rather than trying to chase people down or just have them drop their business card in your fish bowl for the draw and run away when you weren’t looking!
Ryan Traver is the Co-Owner and Marketing Consultant for BluFish Consulting, www.blufishconsulting.com. With BluFish Consulting, Ryan provides full service brand imaging, marketing & advertising for small to large companies locally and nationally – helping to build stronger brands through advertising and public relations.
When it comes to trade show exhibit success, the most important tips I can share are…
As brand people we always have thoughts when looking at other company’s marketing materials, including their trade show marketing efforts. Here are a few trade show marketing ideas we made note of right after [a recent] show.
- Create bold displays to stand out from your neighbors. Your booth or display needs to be clear and easy to read as people walk the show floor. Think like you’re creating a billboard, where less is more.
- Your space should be inviting. You want to keep the floor plan open when possible, try to avoid a table or barrier that keeps staff separate from attendees. Taller tables or displays near the back wall and longer tables even angled into your booth encourage people to come in and explore.
- Personable, engaging staff is critical. We’ve all seen the guy standing back at the corner of a booth watching people go by, and on the other end is the one hustling their giveaway for a free iPad. Select staff that is knowledgable, approachable, friendly and will engage the right attendees in conversation.
- Coordinating outfits and materials help with recognition and consistency of your brand. We’re not talking polo shirts and khaki’s here, (unless that’s your uniform), but consistency in color, badges, or logo’d apparel does make it easy to recognize people in the booth AND as they walk the show floor. We saw a team where the guys had matching ties and another team with matching logo’d lanyards – small things can make you recognizable.
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