Making the Most of Your Marketing Money at Events & Tradeshows

You have signed up for a booth at a tradeshow/ consumer show/ charity event/ etc.  You have spent endless hours planning, organising and getting things to a stage where you can relax... or can you?  What about the handouts & marketing materials?  Take note of the following pointers BEFORE you head off to the local printing store.

1. THE "GARBAGE" RULE
Did you know that about 72% of all material handed out at tradeshows is dumped by the attendees?  It is sad, but true - just look at the bins at the exit to the next show you attend.  Sure,they came to the event with the best intention of reading up on your product or service, but human nature got the better of them - convenience overtook knowledge.  Moral of the tale - leave the expensive brochures behind.

2. SEND OUT INFO "POST-SHOW"
When an attendee expresses an interest in your product or service, take down their contact information and send them your brochure after the event.  This allows you to target your marketing dollars on those people that were genuinely interested, and builds your database with strong leads.

3. HAND OUT SINGLE-PAGE FLYERS
Handing out single-page flyers allows you to reach a greater number of attendees for a lower cost than glossy brochures.  Simply highlight your key selling features and your contact information.  For a 'bigger bang for your buck' include a coupon, special offer or a contest for show attenees only - they'll be more likely to use the coupon or hang on to your flyer.  Produce a flyer with the same 'look and fee' of the exhibit, to ensure that the attendees remember who you are!

4. DESIGN SHOW-SPECIFIC FLYERS
Producing Show-specific flyers is a great way to get maximum benefit from an event.  Tie-in specific information and promotions that are relevant to the attendees, and budget for shorter print-runs.

CHEF Sonia, President, The Chef Alliance