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Marketing Gem: Trade show success: a short guide to fitting all the pieces together

By January 19, 2010blog

Two very important initial considerations when preparing for a trade show:

1)    Who will be in the audience?
2)    Where are the audience members in the buying process?

The first question can be especially important if you are attending a trade show for the first time or are a new business. In either case, you want to highlight what you do with more awareness materials.
The second question helps you prepare materials that speak directly to your audience and further along the buying process.

Remember: All trade show materials should reflect the perception of your business as well as maintain a standardized look and feel with consistent branding. Inconsistent branding and confusing messages may result in losing the prospect’s confidence in your company.

Trade Shows:
Now, how do you get your materials into your prospect’s hands? A trade show video is a great way to attract people to your booth. Trade shows are generally high traffic & noisy events so a video of customer testimonials and long winded sales pitches are not going to work well. The video should be eye catching and convey in images or text. The video’s objective is to get them to stop at or come into your booth.
Make sure you treat all of your marketing materials like one big puzzle, each piece should add to the final desired outcome: a new customer. Use your trade show video to capture their attention, your booth to educate, your sales person to determine the prospect’s role in the decision making process, and your supplemental materials to address their current needs.
Finally, follow-up within 72 hours, simply remind them where you met them and then work with them to take the next step in the process.

For discussion on how Peppershock can put some of these creative marketing pieces into place in order to earn “a new customer,” start a conversation with or call 208.461.5070.

Drew Allen

As co-owner and Chief Operations Officer, Drew has many duties. Drew shoots, edits and makes magic with motion graphics while creating campaign deliverables using his master-class working knowledge of software, equipment, social media and service-oriented personality. As COO, he orchestrates our team and assures our high quality standards. Read more about Drew.