Attracting Trade Show Traffic and trade show giveaways

Attracting Trade Show Traffic

How do you get great trade show traffic? Promote It! Don't leave your success to chance. A profitable trade show experience depends on what you do prior to the trade show to insure your clients and prospects come to you. Identify the audience you want to reach, then bring them to your booth. Develop a focused and creative approach to attracting attendees. It's been reported that 65% of attendees are influenced by pre-show promotions and come prepared with a list of exhibits to visit. Your pre-show promotional activities can get you on that list. Here are a few tips to help you maximize your exposure at your trade show (not all tips may be relevant for your event):

Pre-show annoucements allow you to let prospective and existing clients know you'll be participating in this event. Be sure to include trade show dates and booth location in your communications. You may also want to let them know about:
- Show Specials
- Contests/Drawings
- Giveaways at your booth
Conduct mailing (or emailing) to deliver 7-10 days before the show. Timing is everything! Send it too soon, and they will forget about it before the trade show. Send it too late, well it really doesn't make any sense for them to receive it after they've already been to the trade show.
Follow-up on the mailing. Call (or email) customers and prospects and personally invite them to visit your booth.
Work with trade show organizers. They may offer free seminar opportunities or discounted advertising opportunities. Many trade shows offer affordable sponsorship opportunities that you can take advantage of.
Develop a trade show theme. Determine a trade show theme with particular objectives in mind, then come up with short phrase that illustrates your marketing message. If possible tie your theme into the trade shows theme.
Refer to your name and booth number. Make it easy for prospects to find you by prominently displaying your booth number both in your booth and pre-show communications. Prior to the trade show, add you booth number to your email signature (i.e. Meet Dave at Booth 202).
Place an ad in trade journals. Again, make sure it delivers before the show and that it compliments the other marketing you are doing for the trade show.
Offer an incentive. Your trade show incentive doesn't have to be expensive, but is should be different as well as appeal to your target audience.
Make attendees earn the incentive. Whether it be filling out a card, watching a demonstration or completing a survey. Make sure the attendee gives you something before you give them something.
Communicate it. Communicate your presence and offers on all correspondence. That can be your email signature, fax cover sheets or on your web site.

Driving Trade Show Traffic to Your Booth

Many times what is overlooked in the trade show planning process is communicating your show specials and incentives to trade show attendees prior and during the show. By communicating your offers prior to the trade show, you will increase the amount of attendees stopping by your booth. Some examples of incentives to attract visitors to your booth are:

Drawings/Contests
Trade show giveaways
In booth games
In booth seminars
Prizes (for all of the above)

In addition to offering an incentive to attendees, a show special can entice qualified prospects to make a purchase or meet with you at a later date.

Discounts on selected products
Gift with purchase
Money-back guarentee
Extended warranty
...the list is endless

Next Step: Making Your Trade Show Display Stand Out