April showers bring May flowers

... From Biz2Biz NWA April 2009

Face-to-Face Marketing

By Ken Abernathy / Big Hats Consulting / Springdale

Springtime is a favorite time of the year. There is nothing more beautiful than a field of wildflowers in full bloom. But even Mother Nature knows you have to plan ahead for a bountiful reward. Trade show exhibiting can be as rewarding. But if not well planned, it can be dead or full of weeds.

How do make your trade event bloom? Make sure the event you participate in actually draws the target prospects and attendees right for you. Create an event committee and appoint one person in charge. Then, set out to develop a detailed plan and a checklist.

Set Your Objectives. What do you want to accomplish? A certain number of sales? Lead generated? Targeted database? Publicity? Image awareness?

Set a realistic investment. Establish a realistic budget and the returns you expect.
Develop an exciting sales message. Create a show-specific message to be used in all sales and marketing efforts surrounding the show, including pre- and post-show mailings, email marketing, exhibit graphics and press packages.

Create a marketing plan. Develop a show-specific marketing plan that includes activity before, during and after the trade show. Be aggressive in pre-selling prospects before the show. Make sure they are fully engaged during the show, and that all leads are followed up on after the show.

Make your exhibit Pop! Your display is what attracts attendees and instantly conveys your image and product message. No matter what type exhibit you have – from large custom unit to tabletop – use it to wow! attendees. Take advantage of today’s technology to create bright, bold graphics. Use professionals to help you create what will make you stand out… for the right reasons.

Location, Location, Location. Exhibit promoters say there are no bad locations on the trade show floor, just some that are better than others. Look at the floor plan closely, paying attention to entrances. The better spots are on a main aisle or a corner, which offer more floor space. Wherever you end up, be ready to work, work and work your location, location, location.

Trade shows are one of the greatest marketing tools available if you
• Plan Well
• Execute aggressively and enthusiastically
• Follow up thoroughly

Author /expert Ken Abernathy is President and CEO of Big Hats Consulting, a full service tradeshow program consulting firm in Northwest Arkansas, and has more than 25 years experience in the tradeshow and event industry. Have a question for Ken? Email: ken@bighatsconsulting.com