New Exhibitor TrainingJanuary 17, 2013

“[Brand] design rises above the clutter, delivering a clear and consistent message.”

- Mark Gobe, Brand Jam - (Allworth Press, 2007)

Authentic = Your own voice Consistent = Recognizable Familiar = Addresses your target audience Emotional = Connects to people’s hopes,

desires or life experiences Innovative = Has that something different

It takes 7 exposures to your message before people remember:

3 pre-show promotions / ads 1 booth attraction 1 giveaway item 1 immediate follow-up 1 in-depth follow-up

(Source: Marlys K. Arnold, Building a Better Trade Show Image)

Direct mail E-mail blasts Web ads Social media Phone call Fax Press coverage

Average response rate for 19% = pre-show mailer 3% = regular direct mail 41% = hand-delivered invitation

(Source: Exhibitor magazine)

Clean design Use text version

and HTML P.S. gets read Short but intriguing

subject line without CAPS, exclamation points, spam-sensitive keywords

Free, but lots of “noise” to compete with The more you put into it, the more you get

out of it Takes dedication (15-30 mins a day) HootSuite is a lifesaver. All your accounts in

one place. Schedule posts in advance.

Pre-show mailer without a show name or booth #

E-mail with a broken hyperlink Getting prospect’s names or company

wrong

www.americanmadeshow.com/exhibit/marketing

Not following up(Don’t be this person!)

Regardless of well you did (or didn’t do) during the show

Post-show sales can happen days, weeks, months – even years! – after an event

The longer you wait, the harder the sell Know your follow-up message and method

before the event Tie in something personal from the

conversation

Incentives◦ Show specials (free shipping, value adds, display

fixture)◦ Giveaways / swag◦ Contest or raffle◦ No discounts!

Lead Retrieval◦ Scan attendee badges for business card◦ Rented device through J Spargo◦ Download paid app to your iPhone or iPad

Enhances rather than replaces F2F marketing

76% of exhibitors (all industries) use some type of technology in their overall marketing plan

Use of QR codes has tripled since 2010 Tablets (surveys, demos, multimedia presentations)

(Source: Exhibitor Magazine 2012 Reader Survey)

Start researching now! Trade publications (InStore, Retailing Insight,

Giftwear News, NICHE magazine) Consumer / lifestyle magazines

(AmericanStyle, AmericanCraft, travel / tourism magazines)

Referrals from other artists (directly or indirectly) in your market

Web research Top 20 Wish List

Qualify your leads

Plant seeds Nurture them Tend your garden Pull the weeds

About 10% of your overall tradeshow budget

Spend smart not big

http://americanmadeshow.com/exhibit/marketing/