Newsbytes Issues

Capture your audience with pre-show promotions

Time is money. These three words translate into the most powerful truth in event marketing: today’s tradeshow attendee is a buyer, not a browser.

With the increasing amount of value companies place on event marketing (92% of respondents in a recent survey said that tradeshows affect their purchasing decision), exhibitors have been racing to adapt their event tactics to appeal to their new, time-crunched audience. And what we’ve learned is that what you do before the show can be just as valuable as your strategy during the show.

With the increasing amount of value companies place on event marketing (92% of respondents in a recent survey said that tradeshows affect their purchasing decision), exhibitors have been racing to adapt their event tactics to appeal to their new, time-crunched audience. And what we’ve learned is that what you do before the show can be just as valuable as your strategy during the show.

Eyes on the objective

Tradeshow objectives should integrate with your overall marketing plan, so keep your basic marketing strategy in mind when developing event goals. As you set objectives, consider these questions:

• Revenue: What revenues do you hope to gain as a result of this event? Set a target based on total revenues and projected quantity of your average.
• Sales leads: How many leads do you hope to capture? Break this total down to set daily goals for your event.
• New contacts: Will this be a good opportunity to establish new contacts (e.g. new vendors, partners or vendors)?
• Market research: What information might you learn from the audience? Prioritize the information you need and keep your questionnaire as short as possible.
• New product/service exposure: What percentage of your target market will be exposed to your new product/service?
• Brand awareness: Obviously you want to increase brand awareness, but how will you measure your ability to do so? Make sure to include a question on your survey or in your face-to-face interaction that will enable you to measure brand familiarity.By setting measurable objectives, you’ll be able to gauge an event’s success, demonstrate those results to upper management, and make adjustments in your future plans.

For more valuable trade show tips, download a free copy of Nomadic's Guide to Successful Exhibiting.

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Almirall wins with Platinum®

Almirall, a Barcelona-based pharmaceutical company, decided to step up their event marketing by investing in a higher-quality tradeshow property. Almirall wanted to express its leadership position and its dedication to quality. They wanted an exhibit that was not only attractive but also had the flexibility to fit different floor plans and be durable enough to endure their rigorous travel schedule.

Nomadic Platinum was the best solution for Almirall’s needs for its elegant laminated surfaces, ability to adapt to different venues by rearranging panels and its rugged steel backed construction. Company representatives tell us the display has been extremely successful in creating a powerful experience for the Allmiral brand. The display even earned the company a First Place Teddy Award.

ExpoSuccess Workshop Series

Learn how to get better results from your event marketing program by attending an ExpoSuccess WorkShop. During these valuable interactive presentations, marketing, sales and event managers gain valuable insights into setting objectives, audience acquisition and program execution. Attendees also receive planning and measurement tools to help put their new skills to use on-the-job.

Click here if you’d like to be alerted when a workshop is scheduled in your area.