Thu, 11/05/2009 - 08:55
As you are probably well aware, the effects of the current economic recession have spread far and wide. Tradeshows are no exception, with reduced attendance and smaller shows. As a marketing professional, you are faced with increased pressure to generate results with fewer resources as budgets are being slashed. So when it comes to tradeshows, how can you stretch your budget and still generate results?
Using industry research and extensive experience we offer a few suggestions to assist you in getting the most from your tradeshow dollars:
Talk to some of you
r current customers or prospects to find out what tradeshows they will be attending this year. That could provide valuable insight on which shows could be important to generate business. Best of all this marketing research is free.Utilize low costs pre-show promotions to prospects.
Some of your best prospects are probably attending your shows, making it an important priority to get them into your exhibit. Use email marketing and your website to spread the word on your tradeshows so that you can stand out from the crowd.Make tradeshow leads a priority follow-up.
Research has shown that up to 80% of companies do not use their tradeshow leads in a timely manner. Setup a process to ensure these leads don’t fall through the cracks.Spruce up your exhibit.
Having the same old exhibit year after year doesn’t exactly attract new prospects, so you’ll want to try something new. Low cost solutions could include having new colorful graphics printed up or purchasing some new exhibit accessories (such as a banner stand, counter area, or a signage unit).Rent.
If you are using an aging, heavy exhibit, replace with a custom exhibit rental. While the costs will increase initially, the savings in shipping and installation could mean a wash.