| Trade shows are terrific opportunities to | | | | attractive to both college students and |
| reach new customers but everyone else there | | | | retirees. Yet it's going to be difficult to |
| is trying to do the same thing. Business | | | | find a message that appeals to both groups. |
| promotion in this type of high-competition | | | | |
| environment requires special planning to be | | | | Instead, customize the message in your trade |
| sure you get your message to the crowd. | | | | show promotions to appeal to the particular |
| | | | demographic of this show to grab their |
| What is special about your product? | | | | attention and bring in more customers. |
| | | | |
| What makes your product better than the | | | | Find the best entertainment ideas for your |
| competition? It might be price, quality, | | | | budget |
| unique benefits, or something else. Think | | | | |
| about how your product differs from other | | | | The best trade show promotions are fun. Now |
| similar products. | | | | that you have a clear message, consider your |
| | | | budget for the show and make a list of |
| The difference must be meaningful. Saying | | | | entertaining promotional options. |
| that you offer blue widgets when everyone | | | | |
| else offers red ones isn't going to interest | | | | One popular choice is the cash cube. |
| most customers. Saying you offer the same | | | | Contestants step inside the booth and have a |
| product for a lower price is going to get | | | | certain time to grab as much cash or as many |
| more people's attention. | | | | store vouchers as they can. It creates |
| | | | excitement which attracts people who wander |
| Focus on the target buyer | | | | over to see what all the yelling is about. |
| | | | You can find a variety of models to fit your |
| Each venue is different and potential | | | | budget, from high-end hardcase money machines |
| customers are dictated by the type and | | | | to less expensive inflatable money machines |
| location of the trade show. Promotions | | | | to small table top cash cubes that |
| should vary based on age, income, and other | | | | contestants reach into rather than entering. |
| characteristics of the crowd. Marketing for | | | | |
| trade shows in Miami might require different | | | | Sometimes that money machine might not be the |
| techniques than shows in Denver or Seattle. | | | | best choice. It might be inappropriate to |
| Sales promotions that work at a health fair | | | | the venue or outside your budget. For that |
| might flop at a baby expo. | | | | matter, it might be the wrong choice because |
| | | | it is so popular. You don't stand out if you |
| Every venue is different and by customizing | | | | offer the same thing everyone else does. |
| your trade show promotions you realize | | | | |
| greater marketing success. | | | | Maybe consider one of countless other options |
| | | | from the old standby, the pen with your |
| Create the right message | | | | company name on it, to digital portrait |
| | | | painters to entertaining robots. By |
| With a product focus and a target buyer in | | | | considering your product, your customer, and |
| mind, create a message that synthesizes these | | | | your budget you can find the ideal trade show |
| ideas. For example if your product's best | | | | marketing idea that gets the most attention. |
| features is its budget price, it might be | | | | |