Quick Tips

Developing an Exhibition Promotional Programme – Part I

Pre-Show Activity
A number of opportunities are available to you in promoting your participation at a show.

Direct Mail
You can mail your own databases, buy in a list or mail to the show’s list of pre-registrations.

83% of the most successful companies at a range of exhibitions were the ones that mailed their prospects and customers before the show.
[Source: CEIR]

Public Relations
The show organiser can tell you what publications they will be promoting the exhibition through and who will be covering show previews. Make sure you get the editor’s name and the deadline for submissions and get your news circulated. Concentrate on benefits and include photographs.

Advertising
You may also wish to advertise your participation by including your stand number and show dates on your existing advertising materials.

Sales and business letters
Include the same details on standard sales and marketing letters sent out by your business daily. Use your complimentary stock of visitor invitations supplied by the organisers.

Web sites
Many shows now have dedicated web sites for registering visitors and promoting the exhibition. You too could promote your participation on your own web site. Some organisers may allow you to have links from their site to yours.

Sponsorship opportunities
Many exhibitions offer sponsorship opportunities providing significant brand exposure. Sponsorship can range from on-site banners placed around the show floor, carpet tiles and carrier bags to the official event programme and sponsorship of hospitality areas.

Each event will have a standard list of packages available to suit most budgets but if you have a different idea to what’s on offer, talk to the organiser – they may be interested in creating a bespoke package. Remember, it should form part of your overall exhibition objectives.

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