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Planning a Lucrative Trade Show Display

Christine O'Kelly
Jun 12, 2008
A great number of businesses today participate in trade shows to market their products and services. The problem many businesses face is failing to make a trade show marketing plan, resulting in losing the amount of profit that could be gained by attending just one trade show. The most lucrative trade show displays consider every detail in focusing on becoming a profitable business leader.

Construct a Plan for Success

Planning should begin months prior to even considering a trade show display. The first thing to do in the planning process is to determine the goals that will move your business in the best direction. After determining these goals, you should make a plan, taking advantage of trade show marketing to attract targeted traffic to you trade show display. Your trade show display is where you "sell" your products and services to your visitors, turning them into customers. The best way to "sell" visitors at your trade show display is by keeping it exciting, new, and full of valuable information.

Seek Out the Perfect Trade Show Event

The details of the event where you participate in trade show marketing can actually influence the success of your trade show display. The date, location, weather, the time of year, closeness to holidays, and other events held at the same time, can affect the attendance of the trade show and the number of visitors to your trade show exhibit. In addition, in finding the perfect trade show marketing event, consider the topic of the event and the number of competitors attending.

Find a Way to Get Noticed

Find a way to promote the event to your target customers by using different methods to get noticed and bring those visitors to your trade show display. Personal invitations, traditional print advertising, and online trade show marketing should start far in advance so you have plenty of time to drive attention to your trade show display.

Make your trade show display exciting and current by using effective trade show marketing and tactics, such as multimedia presentations, graphics, and slick information packages to get attention. Trade show marketing strategies, like contests, usually attract plenty of visitors to trade show displays. Free prizes work great for collecting sales leads.

Make a Plan for After the Show

If your trade show display attracts hundreds or even thousands of potential customers, you must have a plan for contacting and making sales after the trade show. If you don't have a good plan for after the show, it's pointless to participate in trade show marketing in the first place. Before the show, determine the best way to collect leads and information, decide what you will do with the information you collect, and appoint a specific person in charge of following up with contacts.

If you have a clear goal for your trade show marketing, your trade show display, and business in general, can be a major success. Trade show marketing works when targeted at the right industries and customers with effective trade show displays for great products and services. A little planning will ensure your trade show display works and is a valuable investment for your business.
About the Author
Christine OKelly is a writer for trade show marketing consultant Jonathan Edelman. He is the founder of a trade show vendor directory and Ideas 4 Now, a trade show marketing company offering products like Inflatable Money Machines and consulting for marketing niches like fundraiser and auto dealership marketing.
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