ABC’s of Exhibit Marketing

A. What is Exhibit Marketing?

Exhibit marketing is more than just selling from a booth space. A successful exhibit marketing program will be rewarded with increased revenues, referrals, and industry networking. The goal is to understand how exhibit marketing differs from the other types of marketing.

• Bring people and companies together to promote accomplishments, stimulate thought, share knowledge, build relationships, spur the competitive spirit, and reward entrepreneurial efforts.

• Trade shows allow companies to showcase their achievements, build their business, and maintain their competitive edge.

B. Types of Exhibit Marketing

• Retail shows typically focus on selling products and closing deals directly at the booth.

• Business-to-business shows focus on forging new relationships that are cemented after the show.

• Event marketing aims more towards delivering a message or creating brand awareness.

 

C. Return on Investment (ROI)

Research shows that attendees recall only 15% of the companies they visit on the show floor. The other 85 percent are forgotten.

• Always remember show participation is a competition for attendee time and retention.

• Create a well-defined budget and compare it against actual expenses.

• Consider a survey service provider for help with research and support. Your exhibit consultant can recommend a service.

From Biz2Biz NWA November 2009 “The Business of PR”

By Ken Abernathy / Big Hats Consulting / Fayetteville: Ken Abernathy is president and CEO of Big Hats Consulting, a full service tradeshow program-consulting firm in Northwest Arkansas, and has more than 25 years experience in the tradeshow and event industry. Have a question for Ken? Email: ken@bighatsconsulting.com.