How do you use today’s technology for your face-to-face marketing? Let’s start with simple technology. Here are tips for using flash drives and the Internet:

• If you have attended a major trade show you know it involves a ton of paper, flyers, brochures and sales literature. Remember that anything that arrives at the show cost you money, so the more streamlined the better.

• By putting your sales literature on a flash drive you are not only going greener, you’re also saving money on printing, shipping and materials handling. Flash drives vary in price, but when you compare the total costs of printing, you may see a better value.

Better yet, you are giving attendees a promotional gift they can use and appreciate. You can also add features not available in print, like slides shows and product demonstration videos.

Sometimes you have to or want to use printed material. Technology can help with print cost, too.

•  Create your materials, then load them to a flash drive to have them printed at the show locale in smaller quantities. You can do with less. On average only 10-15% of attendees really need your material. In fact, much of the literature collected is left behind in the hotel.

• Upload your materials to a print shop FTP site and have the materials printed and waiting for your arrival.

I am still learning all the great ways the web can improve our lives, but your website is an incredible trade show tool.

• Use your website to promote your trade show presence and your post-show follow up.

• Use it to capture leads on the show floor by having attendees register to receive your literature or register to win a prize. Now their information is captured and accessible for follow-up emails. And they won’t have to drag anything home.

Facebook’s reach and popularity make it an ideal way to generate leads before, during and after the show.

• Create an event page 4-6 weeks out to promote your participation in the show. Make sure it connects with the show’s online promotion materials for extra exposure.

• Send out e-vites to clients and contacts in your industry or prospects in the show city, with links to online promotion materials.

• Add a photo of your exhibit to help attendees find you on the show floor. Update your page frequently with booth activities, promotions and offerings that keep them coming back and sharing their find with others.

Everybody loves video. YouTube can be used as an effective tool to promote your exhibit and increase visitation.

• Post videos of your booth set up to start building excitement.

• Create a teaser campaign that unveils new products or services.

• Use clips that show interaction with attendees and presentations. These can be used for post-show promotions, too. Just include a link with your email follow up. Both will add even more return to your tradeshow investment.

Be creative and think unique. How can you use technology to reach out and touch attendees? It will all maximize your investment.  And that may just give you time to listen to a vintage LP or read a book.  See you at the show.

From Biz2Biz NWA “The Business of Technology” October 2009

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.