If you expect a great event, you need good pre-event promotion. While different organisers participate in different activities, there is a plethora of activities you can get involved with to maximise your results before the event.
Check out the show guides: A review of your exhibitor manual will normally highlight opportunities available for your particular show, and is normally a good starting point. Show guides, catalogues and preview guides should all carry your news and company information. In the majority of instances these are non-chargeable and a good way to get your name out in advance of the show.
Send invites: Ask for invitations which you can sometimes customise with your logo and send some to valued contacts; give hard copies to your sales team/agents/distributors to pass out and keep more in your reception area. VIP tickets are often a valuable way to entice more visitors to your stand.
Run adverts: In terms of advertising, find out the schedule (discounts) and channels the organisers are using - dovetail any advertising for your business with the places where they are running previews and/or features on the show. Use flashes and banners across your ad - "See us on stand no: 66". Be creative. Why not amend your social media profiles with the same info - and your email signatures too?
Make contact with the press: Do the organisers use a PR agency? If so, use their services and pick their professional brains (and contacts). Get a press list of contacts and deadlines. If you have a company newsletter, milk the opportunity. Do mail shots and e-shots to key clients, existing, potential and past customers. Make sure as well that you have information on your website and that the show site links to yours.
Pre-book appointments: Finally, remember many events will set up a diary or appointment system. Pre-book as many appointments as possible so you can predict traffic and busy periods. Not all will be adhered to, but at least a plan subject to change is better than none at all!
Lisa Hunter is an experienced Marketing, Events and Project Manager. She has over 10 years’ experience working in the IT and marketing industry, delivering strategic marketing support and managing creative projects for a wide-range of clients. In this blog she shares her knowledge and experiences…we hope you enjoy it.