Successful Exhibit Marketing
Reading

Step 2: Setting Objectives
Objectives provide direction for every aspect of company's exhibition
participation, thus, marketing strategies, branding plans, budgets, exhibit
architecture, graphics, products, literature, IT support, and the necessary staff.

Objectives also stimulate sales performance on the stand if they are measured
in term of quantity and quality of contacts by the staff.

Typical objectives are any combination of the following:
1. Increase sales through new orders
2. Introduce new products or services
3. Enhance relationships with current customers
4. Conduct market research
5. Open new markets or territories
6. Gain media exposure
7. Check out competition
8. Enhance company image or brand

Step 3: Target Marketing
Target Marketing is an important step in the exhibition marketing process.
Quite simple:
Contact visitors yo want to see at an exhibition
Tell them where your stand is located
What you are exhibiting, branding, demonstrating, etc.
Be realistic about the number of visitors can expect to meet.
Research proves that only 15% of exhibition audience has a general interest in any
product or service category.

Step 4: Pre-Show Communications with First Time Visitors
Contacting this target audience is a matter of choosing between communications options.
Do bear in mind:
Visitors spend their own money and valuable time to be at the exhibition.
Do everything possible to make their investment worth the effort.
1. Advertise in pre-show publications - both print and electronic - special show issues of
    your industry's trade journals.
2. Offer "show specials" or other promotions in the stand to position your company and
    its products positively.
3. Take advantage of all the new promotion opportunities on the Internet. Most exhibition
    organizers provide direct links with your company's website, as well as excellent
    on-line advertising opportunities.

Step 5: Pre-Show Communications with Long Time Visitors
The exhibition organization can help effectively reach this visitor group by providing:
1. Direct Mail
    Personalized direct mail is a highly effective motivator,
    Try to send 3 mailings.
2. Specialty Items
    Giveaways, specialty items, creatively used in conjunction with direct mail are also quite effective.
3. Advertising
    Advertising reinforces show presence and enhances company's recognition.
4. Newsletters
    Either printed or electronic, newsletters are another effective way to promote participation in
    an exhibition.
    A newsletter permits to position company as an expert in industry sector.