So now you’ve selected your events carefully and allocated your dollars wisely. Now be sure to get the most for your money. Here are some ideas to help make your investment go the distance.
- Split the costs and assess what your partners are doing. If they already plan to invest in a trade event you are considering, sharing the cost/resource burden can get you into a first time event inexpensively.
- Be creative: work the event not just the booth. Your exhibit contract often includes basic/limited ways to promote your company unless you can get in early with expensive sponsorships, but traditionally small and mid-sized business get lost among the popular brands. Use out-of-the-box thinking to conceive new, cost efficient ways to reach your audience who are already about, such as private hospitality or demo events leveraging co-ops with participating trade associations or industry luminaries. Direct marketing tactics via nearby hotels and restaurants work also.
The bottom line? You must be able to justify your company’s events participation, especially when marketing budgets are in flux. Be smart, pace yourself and follow these sound strategies to ensure your events are effective in yielding the highest potential for sale opportunities.
