Trade Shows

Increase Trade Show ROI by Enlisting the Trade Media

Written by Kerry O'Malley Monday, 02 August 2010 13:40

With the official opening of the Fall trade show season approaching, it's wise to start thinking NOW about ways to boost your next show's ROI.

One way you can increase your trade show ROI is by executing a trade media P/R strategy.  Have you ever noticed at trade shows, there are always several (sometimes numerous depending on the industry) trade publications that have displays at the show?  They're there for two reasons:  1, to cover news in the industry their publication services (new products, technology, process improvements, mergers, alliances, acquisitions, etc.) and 2, to gain new advertising business, since many of the companies exhibiting at the show are potential advertisers.

Savvy marketers, aware of the trade media's need to cover "the news" at trade shows, work it to their advantage.  You might have to get creative in thinking about what you can "pitch" to an editor at a trade publication, but if your company has anything at all that is even a slight improvement over current processes or techniques, traditional products, or standard technology - you've got a hook.  Other news items an editor would be interested in would be mergers, acquisitions, alliances, new corporate leadership and direction and new facilities and capabilities.

Like most marketing initiatives, this strategy works best with intelligent planning, coordination, and follow-up.  Invest the extra effort and you'll be rewarded by maximizing your next show's ROI.  Here's a ten point strategy for P/R success at your next trade show.

Read more: Increase Trade Show ROI by Enlisting the Trade Media

3 Seconds to Make an Impact: Does Your Trade Show Display Measure Up?

Written by Kerry O'Malley Saturday, 16 January 2010 20:58

The most effective trade show displays deliver a punch of visual impact that makes a strong first impression and communicates your key messages in a matter of seconds. You only have a small window of time to attract prospects to your booth in order to maximize sales opportunities.  There are lots of things you can do to KEEP someone at your booth once they've stopped; however, getting them to stop is job one!

The next time you exhibit at a show, have several people from your company walk down the aisle your display is on with a completely detached, unbiased attitude.  Ask for their input to evaluate your display's "curb appeal."  You can also simply do this yourself but if you have any emotional attachment to the existing display, you'll probably get a more honest appraisal from other people!  Whether you're evaluating a 20' x 20' island, a 10' pop-up, a tabletop, or a retractable banner, here are some questions you should ask.

Read more: 3 Seconds to Make an Impact: Does Your Trade Show Display Measure Up?

Get the Most Out of Your Next Trade Show

Written by Kerry O'Malley Thursday, 12 November 2009 12:14

The trade show season for this year is winding down - but start thinking about how to increase your effectiveness next year.

There's not a lot you can cut from a basic trade show budget.  Most costs, like space, show services and shipping are fixed. BUT - there are plenty of little things you can do to maximize your results.

Here's a list of some things that are often overlooked, yet could make your show more successful.

Read more: Get the Most Out of Your Next Trade Show