HOW TO MARKET YOUR BOOTH

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Heather Mitchell
5 years ago
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1 HOW TO MARKET YOUR BOOTH

2 TABLE OF CONTENTS 04 E-Communications 05 Website 06 Media Relations 07 Social Media 08 Advertising/Telemarketing/Special Events 09 Direct Mail 10 Miscellaneous 11 Contact

FIRST OF ALL... We want to thank you for investing your money and time with Greenbuild. We want to do everything possible to ensure that you get the best return on investment on your booth space.

When you put a lot of time and money into your booth, you want to make sure that you get the promotion right.

3 FIRST OF ALL... We want to thank you for investing your money and time with Greenbuild. We want to do everything possible to ensure that you get the best return on investment on your booth space. So, you ve put thought into where you re located and the design elements are falling into place. All done, right? Not so fast! When you put a lot of time and money into your booth, you want to make sure that you get the promotion right. To generate the most leads, you need a combination of , media relations, social media and other forms of marketing to get the most bang for your buck. The materials in this booklet can help you develop the proper marketing plan to make the most out of your investment. Whether you re looking for sales leads or trying to generate buzz on a new product, trade shows have the power to create a lasting and positive impression of all that your company can deliver.

The single biggest problem in communication is the illusion that it has taken place. George Bernard Shaw E-COMMUNICATIONS How many times have we heard communication is key.

Banner ad - The easiest way to promote your banner is by using the banner ad provided by Greenbuild to place on your website with a link it to your FREE Expo Pass URL provided by Greenbuild Attendee

4 The single biggest problem in communication is the illusion that it has taken place. George Bernard Shaw E-COMMUNICATIONS How many times have we heard communication is key. Well it definitely holds true when promoting you booth. It s important that your clients and prospective clients know where to find you - so why not tellthem about it! Banner ad - The easiest way to promote your banner is by using the banner ad provided by Greenbuild to place on your website with a link it to your FREE Expo Pass URL provided by Greenbuild Attendee Invitation Request a customized attendee invitation from Show Management that includes your company name, booth number and URL to your FREE Expo Pass. Ask your staff, strategic partners, distributors and international agents to distribute the invitation to clients and prospects on your company s behalf. E-blast Send an e-blast to your customers and prospects that contain your booth number, floor plan link, products and services you will be showing, and/or any show specials or new product announcements. E-blast contests Send an that contains an offer for a contest that awards the winners with various prizes gift card, ipad, discount on your product, etc. signature Add your booth number under your signature with a link to the Greenbuild International Conference and Expo registration page. Brochure a link to the show brochure to your customers and prospects. Faxes If you use fax cover sheets, add a blurb about your booth and booth number Don t forget to use your free Expo Passes - the easiest way to get potential clients to Greenbuild and meet face-to-face! 4

5 WEBSITE Your website is where almost everyone goes to find out more about your product or service. So it makes it the prime spot to announce to your clients and prospective clients that you ll be at Greenbuild! Web Banner Place a Greenbuild International Conference and Expo web banner on your website. Also add to your LinkedIn and Facebook profile pages. Website page Create a special page on your website dedicated to your participation in the show. Include where your booth is located on the floor plan, products and services you will be showing, any show specials or new product announcements you will be making at the show. If you are presenting a workshop, clinic or demo, include the title, date, time, description and benefits.

6 MEDIA RELATIONS Leading up to an event, the media is eager to get their hands on any news that they can report on. Use this to your advantage and provide them with the information you want them to report! Press Release - Write about exhibiting at the show and distribute to the industry media registered to attend Greenbuild International Conference and Expo. Press Conference Introduce your company s products to the industry media in person by holding a press conference at the show; offer editors exclusive interviews with your company s top executives. Press Kit Create an electronic press kit that includes company information, product photos, press releases or marketing collateral; upload to your website. Press Clips Monitor the trade media to see if your company received any press coverage; if so, the articles to your customers and prospects 6

7 SOCIAL MEDIA Social Media is a great way to connect with conference attendees. Social media is more than just brand building. It can help you obtain real customer insights, help you provide better customer service, drives website traffic and most emportantly, keeps customers engaged with you. Facebook Engage your followers by add status updates on your company s Facebook page promoting your booth. Twitter Promote your booth by making numerous tweets on your company s Twitter page using the hashtag #Greenbuild handle. LinkedIn Add a discussion with the Greenbuild discussion group that promotes your booth and is informative Blog Start a blog for your company and write about exhibiting at the show. Instagram Use fun images to promote your booth and tag NOTE: Don t over do it with social media outlets. It s better to keep up with a few well than have all of them and not be able to keep up with fresh content.

8 ADVERTISING Event Guide Ad Purchase an ad in the Event Guide that promotes your booth. Advertisement Purchase an ad in a trade publication that promotes your booth and link to registration TELEMARKETING Hold Message Mention exhibiting at the show and your booth number in your telephone on-hold message. Phone calls Call your best clients and prospects to personally invite them to the show and your booth SPECIAL EVENTS Special Events Generate on-site buzz by hosting a special event at the show. MISCELLANEOUS Coupon - Provide attendees a coupon that can be turned in at your booth for a free gift/ promotional giveaway. Consider providing a premium gift targeted to your best customers or best potential prospects Discounts - For those who attend the show, provide special show pricing that will not be available at your business the following week Lead Retrieval - Send all the attendees who stopped by your booth an and a personal eltter after the show to thank them for visiting your booth 8

DIRECT MAIL Direct mail isn t quite dead. Where emails can be deleted or never looked at, people still head to their mailboxes daily.

9 DIRECT MAIL Direct mail isn t quite dead. Where s can be deleted or never looked at, people still head to their mailboxes daily. The USPS says 98% of people retrieve their mail daily, and 77% sort it immediately. VIP invitation Send a personal invitation to your customers and prospects about your booth. Keep it brief, but include your booth number and why it would benefit them to come see you. Postcard Create a postcard to mail to your customers and prospects about your booth. Envelopes Print or stamp a message about your booth on your company envelopes. Invoices Include booth number and information in communications you are already sending, such as invoices, to customers. REMEMBER This conference is about sustainability! Target your mailing to effectively reach your audience in order to tighten your mailing list and reduce waste. If possible, used sustainable paper sources and soy based inks in your printing. I get mail: therefore I am. Scott Adams - Creator of Dilbert

Anything worth having is worth going for - all the way. J.R. Ewing We hope that this little booklet has offered you some ideas and guidance to help you get the most ROI on your Greenbuild booth. Inc.

10 Anything worth having is worth going for - all the way. J.R. Ewing We hope that this little booklet has offered you some ideas and guidance to help you get the most ROI on your Greenbuild booth. Inc. Magazine offers a few more tips: Be visible and legible from down an aisle on the showroom floor. Have words that give a potential client a good reason to stop. Answer the question for a client: What s in it specifically for me? Do not use a lot of jargon, such as exceptional interface. Include a solution to a business problem. Whether you re looking for sales leads or trying to generate buzz on a new product, trade shows have the power to create a lasting and positive impression of all that your company can deliver. 10

CONTACT US Marketing Team Shelby Snelson Associate Show Manager shelby.snelson@informa.

11 CONTACT US Marketing Team Shelby Snelson Associate Show Manager Anna Lehman Marketing Manager Karen Young Senior Operations Manager

MARKETING HANDBOOK 2017 EXHIBITOR. November 6-9, 2017 McCormick Place Chicago, IL USA fabtechexpo.com

MARKETING HANDBOOK 2017 EXHIBITOR. November 6-9, 2017 McCormick Place Chicago, IL USA fabtechexpo.com 2017 EXHIBITOR MARKETING HANDBOOK NORTH AMERICA S LARGEST METAL FORMING, FABRICATING, WELDING AND FINISHING EVENT November 6-9, 2017 McCormick Place Chicago, IL USA fabtechexpo.com EXHIBITOR MARKETING