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Corporate Branding and Trade Shows - 8 Tips for Marketing ManagersTrade shows are part of the marketing mix and the
appearance by your firm should be a continuum of your
entire marketing including advertising, public relations and
events. While you may introduce a new product or showcase a
service, many firms make mistakes by not connecting the
overall corporate branding with the show. How can an
exhibit staff person be up to speed on what the company is
doing?
BEFORE THE SHOW ………… 1. Make sure you have information about the exhibit - what
is in it, why it is there - before the show. Not the day before
but as soon as you get your assignment. The exhibit
manager has the responsibility to make sure the exhibit is
on time and looks great - among many other duties. The
marketing team decides the theme, products highlighted
and rationale. 2. Read your company and division web sites. Sure, there
are lots of pages but there are hidden nuggets in there that
you may have forgotten or may be new to you. Here's what
you may not know - attendees who are serious about
meeting with you - well, they will check your web site. Best
to be as informed as your prospective clients are. Promotional items Free Samples & Low Cost Guarantee. Add Your Logo to Thousands of Items 3. Read all the promotional materials that you will hand out.
If an attendee has a question while at the booth, your
answer will not be - DUH? 4. Know what is in all the demonstrations. Are there cues to
expand on the demo? Clues as to how to lead a
conversation? Listen carefully and make your life easier. 5. Read advertising in your trade publications. What does
your firm promote versus your competitors? Can you explain
the differences? 6. While reading the trades, look for articles and releases
about your company. Check your online press release
section or ask the PR department about releases sent
before the show. 7. Understand the role of your firm if a sponsor of an event. 8. Ask. Ask. Ask until you get answers that satisfy you. Your
goal is to make you the best representative for the company
you can be. Having an understanding of the broad marketing aspects
before the show makes your firm well branded at event. Julia O'Connor
Speaker, Author, Consultant
Trade Show
Training, inc.
PO Box 17155, Richmond, VA 23226
http://www.TradeShowTraining.com
804-355-7800
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