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Online Trade Show Marketing - Using the Company Website

Christine O'Kelly
Jun 12, 2008
Online trade show marketing offers exhibitors the possibility to draw targeted consumers to their trade show booth. Company websites attract interested customers. With online trade show marketing to those already interested customers, a company can economically gain targeted buyers. Successful online trade show marketing campaigns should include the following four elements so that website visitors are informed about upcoming trade shows and provided with incentives for attending.

Include a List of Upcoming Trade Shows

List the trade shows that you plan to attend on your website. This is an easy part of online trade show marketing. By providing your customers with the details of trade shows in advance, they have the time to plan and get ready to attend your event.

If you plan to attend numerous trade shows, provide a dedicated webpage for your online trade show marketing. If you only plan to attend one or two shows per year, it is best to include the information on your home page or on a temporary page as part of your online trade show marketing.

Upon visiting your website, customers should easily find all of the details about the event, the location, times, directions, and even an outline of the products being promoted and special contests or prize giveaways. Online trade show marketing is an inexpensive way to gain targeted customers to your trade show booth.

Provide Good Directions

The venues for trade shows are usually huge and can even contain other trade shows running at the same time. Make sure you provide clear, detailed directions as part of your online trade show marketing. Do not only include directions to the venue, provide a map straight to your booth, as trade shows often contain hundreds of different booths. Taking the time to provide directions ensures your customers will easily find you.

Meticulous directions are an extremely valuable part of online trade show marketing. Providing great directions will also guarantee your customers will actually attend your trade show and make the extra effort to visit your booth if you make everything easy to locate.

Scheduling Appointments and Free Tickets

A primary goal of online trade show marketing is making the show a "must attend" for your clients. You can achieve this by making your customers feel the show is worth the time they will spend there. Consider including a website form that permits customers to make appointments with you at the trade show.

By scheduling appointments with your customers, you demonstrate how valuable they are by setting aside special time for them as opposed to making them wait in a line to speak with you. Another online trade show marketing strategy is offering free tickets to the trade show for your customers who wish to attend.

Consider Holding an Online Contest

An easy addition to your online trade show marketing efforts is to hold an online contest. For instance, consider offering a contest sign up form or ballot on your website and hold a drawing at specific times during the trade show. Your customers are guaranteed to come by your website to see if they won. Instead of online entries, consider a printable ballot or entry form that you customers turn in at your booth. Make sure your contest offers a great prize for winners.

The goal of online trade show marketing is not just to bring customers to your booth. The goal is to entice customers needing the product or service you offer. If you give your website visitors a specific incentive for going to your trade show while making it simple for them to find you, your business profits will grow.
About the Author
Christine O'Kelly is a writer for Jonathan Edelman who is a trade show marketing consultant, founder of the trade show marketing company Ideas 4 Now offering products like trade show prize wheels and consultation for industry specific niches such as bank marketing and casino marketing, and founder of a trade show vendors directory.
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