Begin your paper products trade shows advertising before the show begins

Use fliers, mailers, advertisements, inserts and e-mail to prime your target sales audience for your appearance at the paper products trade show. Use this pre-show advertising to invite people to stop by your booth. List the paper products tradeshow giveaways available to people who stop by and leave a business card.

I recommend: Advertise in Paper Age, the leading source for worldwide information about the paper industry. Gain marketing visibility with the ads and let potential clients know when they can find you at what paper products trade shows. Use Customer Paradigm's six step process for pre-show paper products tradeshows advertising and paper products tradeshow follow-up. The six steps address all phases of the trade show process and keep you on track for making the best return on your trade show investment.

Keep your name in front of your sales targets with paper products tradeshow giveaways

Keep your marketing message simple and choose giveaways that are reusable to keep your message in front of your target audience as long as possible. Items people use every day are perfect as paper products tradeshow promotions because the items see long term use while acting as a constant reminder of your company or product.

I recommend: Find a vendor for the right promotional giveaway to tailor to your product or company name at Trade Show Vendors. Give away a subscription to Paper Age along with the promotional pens, magnets and sticky notes. Each time the winner receives their magazine, they will be reminded of your company. Branders has an entire online catalog of thousands of promotional items all customizable to your company or product.

Team up with an experienced public relations firm to handle the paper products trade show marketing

Put your money to its best use and let marketing experts guide your marketing plan. Let their creative teams construct a plan to help your company stand out among your peers, rise above the competition at the trade show and increase your paper products trade show sales.

I recommend: Morrisey & Co. uses critical thinking, research and strategic analysis to compile a marketing strategy aligned with your company's character to bring in the most business possible at the paper products trade show. Praxis Communications specializes in paper products branding, advertising, web strategies, public relations and Internet marketing for manufacturing and technology clients.