Getting the Most Out of Tradeshow Marketing

Posted on Thu,Feb 16, 2012 @ 10:00 AM


Skyline Exhibits, a maker of tradeshow and event exhibits, held a webinar yesterday titled "What's Working in Exhibitiing", intended to give marketers advice for increasing the effectiveness of their participation in tradeshows. Below are some of the highlights from the presentation.

How are Exhibitors Increasing Results?
  • Pre-Show Marketing 26%
  • Selecting Shows and Spaces 23%
  • Exhibit Design 14%
  • Lead Management 12%
  • Booth Staffing 4%

How are Exhibitors Stretching Budgets?
  • Exhibit Only at the Right Shows 29%
  • Booth Staffing Savings 23%
  • Save on Shipping 9%

Seven Main Areas of Exhibit Marketing
  1. Show Selection
    1. Small shows offer targeted audiences, less competition, and lower costs
    2. Larger shows offer more potential buyers and a chance to make a bigger impression
  2. Budgeting Cuts
    1. Staffing T&E 37%
    2. Equal cuts to all areas 27%
    3. Booth space 14%
  3. Ways of Measuring Results
    1. Lead counts 58%
    2. Sales revenue generated 44%
    3. Return on investment (ROI) 40%
    4. Client contacts 40%
    5. Booth traffic 40%
  4. Lead Management
    1. More effort in lead follow up
    2. Build a process
    3. Need same elements for measuring results
  5. 5Exhibit Design
    1. Simpler, open, less cluttered design
    2. Graphics that are bright, clear and straight to the point
    3. Focus on fewer, newer, bestselling products
  6. Booth Staffing
    1. Sales people best booth staffers 55%
    2. Top Management 2nd best 14%
  7. Promotions
    1. Free Giveaways / Drawings 37%
    2. Discounts 12%
    3. Demonstrations 11%




Download the Presentation


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Tags: Tradeshow Marketing, Marketing Strategy, Lead Generation

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