Question: What’s the best way to have your potential customers find you at the show? Answer: Have them come looking for you.

 

If done correctly, pre-promoting your participation in a show increases your chances of success exponentially. Some methods, including advertising in the show program, and sending a mailing to your prospect list, cost some money but can be well worth it. Others, like emailing your contact list, and adding a “come see us at the show” tag to the advertising you’re already running, don’t cost a thing.

 

To be effective, however, you not only have to let people know you’ll be at the show, you have to give them a reason to stop by your exhibit. A special price, a gift, something only a potential customer would want. When you see them walking toward your exhibit with your ad - or the postcard you sent them - in their hand, you know you’ve got a hot one.

 

David J Zimmerman

Southern Shows Inc.

Last time, I wrote about letting potential customers know you will be at a show, and how that will increase your success. Here’s a tip to make sure that time and money spent in pre-promoting your participation is effective.

 

You have to make sure your exhibit looks like your ads. Use the same logos, colors and images. Highlight the same benefits you emphasize in your commercials and ads. Use the same slogans. Make the same offers.

 

You want the show guest walking down the aisle to immediately recognize that you are the company they came to see, or that they saw advertised.

 

 

David J Zimmerman

Southern Shows Inc.