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What Kind of Pre-Trade-Show Marketing and Post-Trade-Show Follow-Up Marketing Should Your Company Do?
From AllBusiness.com*
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Going to a trade show without advance preparation is a waste of time and money. Pre-trade-show
marketing is critical to let potential customers know about your booth. Ask the show's organizers
for a mailing list of people who are signed up to attend the event. At the very least, send an
announcement of your hours and your booth number to attendees. And let them know what you're
selling or promoting.
Better yet, devise a two-part promotion: Send out half of a prize in the initial announcement,
and reward the clients on your mailing list with the second half of their prize when they stop
in at your booth. It's a classic promotional gimmick and it works.
Don't forget the press either. A good press release may elicit some media attention from your
industry trade press and it's also a useful way to contact clients and prospects. In fact,
if you have the resources for only one pre-trade show marketing effort, a press release may be
your most cost-effective option.
Post-trade show follow-up is equally essential to making the most of your investment. As soon
as you return from the show, send a follow-up letter to the entire mailing list to whom you announced
your booth before the show. Then send qualified leads you garnered at the show a more robust
follow-up mailing package (just don't duplicate the information available at the booth). Finally,
there's no substitute for the old-fashioned telephone call. It's the most powerful post-trade
show marketing follow-up, and you should be sure to call every lead contacted at the event.
* AllBusiness.com provides
resources to help small and growing businesses start, market, manage and expand their business.
The site has Forms & Agreements, Business Guides, a Platinum Program and Business Directories
along with an extensive library of Articles and Advice to help with all of the activities associated
with starting and running a business. Copyright © 1999 - 2005 AllBusiness.com, Inc., All Rights Reserved.
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