| The success or failure of your trade show | | | | audience. |
| rests heavily on how well you market your | | | | |
| event. Marketing, when done right, can | | | | 3. You construct a poorly designed Web site. |
| project a positive image of your event, | | | | |
| entice exhibitors to sign the dotted line, | | | | You'll feel like a relic left over from the |
| and attract loyal customers. | | | | pre-Electronic Revolution days if you don't |
| | | | have a Web site. However, many trade show |
| However, critical mistakes in your marketing | | | | managers, in a rush to construct and display |
| campaign can have the opposite effect. Here | | | | a Web site, wind up with sites that lack |
| are five costly errors that are common in our | | | | compelling graphics or information that will |
| business, along with some sound advice on how | | | | be useful to their potential exhibitors. |
| to avoid making them. | | | | Without proper guidance you'll waste money |
| | | | ... and project an image of a business that |
| 1. You select the wrong exhibition hall. | | | | isn't ready for this millennium. |
| | | | |
| You've got the perfect trade show -- or so | | | | The solution: Find a reliable Web site |
| you think. The products are a great fit for | | | | designer who is familiar with the trade show |
| the demographics you're going to attract. The | | | | business and will hire writers who can create |
| city you've selected is glamorous, loaded | | | | Web site copy that is powerful, persuasive, |
| with cultural and entertainment | | | | and informative. But don't put a site up |
| opportunities, is easily accessible, and has | | | | until you're ready; you wouldn't want your |
| ample hotel space near the exhibition hall. | | | | Web site debut to fall flat. |
| And you've done a crackerjack job marketing | | | | |
| your show -- you've sold all your exhibit | | | | 4. You have a great Web site, but nobody sees |
| booths and advance ticket sales are off the | | | | it. |
| charts. What could go wrong? Plenty, if the | | | | |
| exhibition hall you've selected is a poor | | | | Those who aren't Internet savvy sometimes |
| fit. | | | | think that once they create a Web site, their |
| | | | prospects will automatically find it -- after |
| For example, suppose the exhibition space is | | | | all, that's what Web search engines are for, |
| too small for the crowd you'll attract. With | | | | right? Wrong! Search engines are great if |
| thousands of people pushing and shoving each | | | | someone wants general information about trade |
| other to find the exhibits, your show will | | | | shows, but there's no guarantee your show |
| quickly get a bad reputation as an | | | | will be at the top of the "hit list." Because |
| uncomfortable event where it's impossible to | | | | there are millions of Web sites on the |
| see all the products. And negative word of | | | | Internet, the only sure way to differentiate |
| mouth travels almost as fast as the speed of | | | | your site from the rest and drive traffic to |
| light. | | | | it is through collateral advertising. Make |
| | | | sure your Web site address is prominently |
| The solution: Do your homework! Get the | | | | displayed on all your advertising and |
| inside scoop from other trade show managers | | | | marketing materials, including your |
| who have done shows at that exhibition hall. | | | | stationery and business cards. An expensive, |
| Find out what was positive about their | | | | snazzy Web site is useless if no one visits |
| experiences. Conduct an on-site inspection | | | | it. |
| before committing to the exhibition space, | | | | |
| paying close attention to such factors as | | | | 5. You put together an ineffective ad |
| exhibit hall space, bathroom facilities, and | | | | campaign. |
| air circulation. | | | | |
| | | | Bad advertising is worse than no advertising |
| Consider location (is it in a dangerous part | | | | at all. Unless you have a great in-house |
| of town?), accessibility (are there traffic | | | | advertising department, resist the temptation |
| problems?), and service (are ticket counters | | | | to create your own ad campaign. Advertising |
| adequately staffed?). Better yet, do your | | | | is not a good place to start a budget-cutting |
| inspection while a trade show is going on at | | | | initiative. But just because you hire pros to |
| the exhibition hall. You'll get to see for | | | | do your advertising doesn't mean you'll have |
| yourself whether shows operate efficiently | | | | an effective campaign. It's best to find an |
| there. | | | | ad agency that has had consistent success in |
| | | | the trade show industry. |
| 2. You compile an ineffective prospect | | | | |
| database. | | | | To find such an agency, do your research. |
| | | | Consult with other trade show managers and |
| You might be trying to cut corners by doing | | | | look through the Advertising Redbook, |
| your data management in-house, but if you | | | | available in the reference section at most |
| don't have database pros on staff, it's best | | | | public libraries. Ask for examples of an ad |
| to seek professional help! A list that has | | | | agency's work with other trade shows. Steer |
| unlikely prospects or out-of-date addresses | | | | clear of campaigns that might be a turn-off |
| is a waste of time and money, and you'll lose | | | | to your prospects by appealing to a specific |
| precious opportunities to zero in on hot | | | | generation rather than a wider audience. And |
| potential customers. You might hesitate to | | | | remember that humor and creativity are |
| spend more money on a solid database | | | | important attention-getting devices in |
| management firm, but you could lose twice as | | | | advertising, but don't let your message get |
| much by failing to reach the right target | | | | lost. |