A big mistake is to believe the trade show management are going to drive a ton of customers to your trade show display when you set up on the day.
This will never happen – you may have a ton of attendees clamoring to get to your booth but it is not as a result of the trade show advertising and marketing – it is because you have done your promotional and marketing work yourself!
Many companies just do not get it when it comes to promoting themselves but it is basic and essential – just to ram the point home, here are some media resources you can use to get your name and trade show attendance broadcast to the world.
Email and Mailshot Your Clients and Prospects and the Trade Shpow Attendee Listing
The first step you can take is to mail everyone you are doing business with that you are exhibiting at the trade show. This includes your customers, prospects and suppliers (don’t forget them either) but you can also request from the trade show management for the attendee list and the other exhibitors too – contact them.
Email or snail mail it’s your choice but email is fast and cheap plus it lends itself to some of the other things we are going to cover here when you are promoting yourself at any trade show.
Press Release
The idea of a press release being issued for many businesses is usually greeted with a smile and a shaking of the head.
Forget that attitude – your business is exhibiting at a trade show – that is NEWS!
If you don’t think it’s a big deal don’t bother exhibiting because you attending a trade show is big news and how you get that out is using a press release.
They are short but not so simple documents to prepare so you may need some help from a professional but don’t expect to pay much for the work – $100-$200 will easily cover it. The press release will get your “news” out to the media at large and you should fax it straight to your local press (and your Chamber of Commerce can help with contacts too).
Social Media
Social media means the web and the Web 2.0 sites – not sure what these are? You’re going to learn fast!
These sites are free and should form part of a consistent and regular exercise as part of your promotional activities:
Twitter – announce what you are doing to the world as it happens
LinkedIn – the professionals online social networking site and an excellent professional resource
Zimbio – write articles and features on your business and publish them for the world to see
eZine Articles – another article site with millions of eyeballs using it but you may need a professional to help
PRLeap – submit your press releases here and gain access to every major media outlet in the world