Guide to Pre-Trade Show Marketing

Set clear goals and make a trade-show plan

Make sure your time is well spent by knowing exactly what you want to accomplish at the show and by having a detailed plan of action. Set specific goals with quantifiable objectives, and measure your performance against your targets post-show to make sure the investment was sound.

I recommend: Marketing Acumen's $119 trade show and event toolkit, which includes project plans and budget templates, is billed as a step-by-step guide to trade-show planning, from advanced preparation to measuring ROI. For one-on-one guidance on planning an effective trade-show program, see The Tradeshow Coach.

Give your target audience a peek into your trade show plans

Don't wait until the show to contact targets or alert industry media. Send direct mail to potential attendees and tempt them with a special offer to get them to stop by your booth. Consider hiring a PR firm to help you promote your products or services well before the event and even coordinate a press conference at the show.

I recommend: See a directory of PR agencies at O'Dwyer PR. Praxis Communications Inc., InteractiveParty and ExpoMarketing are just a few of many companies that specialize in trade show marketing, direct mail and public relations services. If you're hosting a trade show, consider adding EventMingle, an online social networking application designed to allow trade-show participants and exhibitors to share information, perform pre-show registration tasks and interact prior to the show.

Do your research and pick a show

There is an abundance of trade shows and exhibitions in every state, for every industry, covering every conceivable topic. As a small business, you can't afford to attend them all and you can't risk what is generally a sizable investment by making an uninformed choice. To achieve the greatest ROI, you need to pick the shows that are the right fit for your target audience.

I recommend: To find relevant shows for your industry or in your locale, try searching the directories at BizTradeShows or Tsnn.com, which list trade shows, fairs and exhibitions.

Line up a standout booth

Curb appeal is important in trade show booth styling, but so are practical matters like durability and portability. You want a flexible setup that will travel well without wear and tear and that will have plenty of room to display literature, visuals of your product and room for meetings with prospects. To keep costs down, you can also rent trade show booths.

I recommend: TradeShowJoe sells and rents new and used trade-show displays, while Trade Show Direct is an online resource that sells everything from booths to graphics to carrying cases.

Don't forget to order the giveaways

Deciding what freebie to offer will depend first on your budget. It also will vary based on whether you want to enhance a specific theme, for example, or use it as a tool to educate your audience.

I recommend: Check out Branders.com, Pinnaclepromotions.com, Empire Promos or A Better Idea to get ideas or to purchase giveaway items.