Get the Word Out Early
If you exhibit at trade shows as part of your business-to-business marketing strategy, you’re in good company. About 18% to 25% of the typical B-to-B budget is allotted for trade show expenses.
Using direct marketing to promote your attendance at these events in advance can double, triple and even quadruple the results of your overall exhibition investment.
Trade show marketers often get so preoccupied with designing and building their booths that they forget to drive qualified traffic. There are a number of important reasons why an investment in promotion is critical:
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You can’t expect show management to do your recruiting. Their job is to get plenty of people to attend these events. It’s still your job to get the best prospects for your booth. If you just wait for them to walk by randomly, you’ll likely miss more than one major business opportunity.
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Business buyers generally plan trade show time in advance. The Center for Exhibition Industry Research (CEIR) found that 76% of attendees use pre-show information for this purpose. You’re competing with conference sessions, other exhibitors and outside attractions
