Trade show managers spend countless hours maintaining the highest standard for their particular event and venue. The pre-planning, execution, and post-event responsibilities of these managers leaves little time to properly market the event itself. Marketing activities have evolved from grass-root campaigns, to using market research and online resources to target a more specific and often more profitable audience of consumers.
Many industries have seen an exponential increase in revenue by using the information provided by marketing research to target specific customers. Trade show managers can tap into this flow of information to provide data about potential clients. Key demographics such as age, gender, industry, income level, and aversion towards technology can tell you how to appropriately market the event to a specific audience.
The more information a trade show manager has about potential exhibit space buyers and attendees, the better a marketing message can be molded to increase awareness of the event.
Demographic information can be compiled using data from a previous event, surveys, and secondary information such as census data and consumer reports. Sites like Census.gov give users the ability to search demographics information by industry and geographic location. This information is vital when seeking out potential show exhibitors and attendees.
As the target market you are attempting to reach becomes more defined, managers can spend less time and resources seeking out potential buyers and more time properly executing the event. The time and resources spent sending newsletters and advertisements via mail or fax is greatly reduced as these documents move to an online format and can sent out much quickly and with regularity.
Online newsletters should be used to target specific sources. Allow other interested users to subscribe to segmented online newsletters to receive the most up to date information about subjects pertaining to their interests.The more targeted the marketing, the higher the return on investment.
Simply having representation for your trade show online will increase awareness for your event. Utilize social networking sites like Facebook and Twitter to keep the public engaged. These sites will allow users to receive the most up-to-date information about your trade show without bombarding uninterested users.
Start a blog to constantly flood the market with relevant information pertaining to your event or business in general.
Creating value for your trade show is key when creating a blog. Trade show managers can begin creating value by building a positive reputation with their blog. DragosRoua.com recently completed a reputation building blog series that would be helpful for any trade show manager.
By taking advantage of web-based marketing, potential exhibit space buyers and attendees alike will be more familiar with your event and can easily share information with others by directing them to your site, blog, advertisement, etc. As awareness of the event increases, interest increases as well.