Exhibition Marketing

Exhibition marketing falls broadly into two activities: pre-show marketing and marketing at the show. Whilst you are expecting the Show Organiser to deliver lots of good quality visitors, it's your efforts on the marketing front that will help ensure you meet the right people at the show!

Pre-show Marketing

Advertise your attendance It is worth while highlighting the fact that any marketing before the show is aimed at enticing your clients and prospects to the show and puts you on their 'must see' list. This can be done in several ways: by sending a simple invitation or more sophisticated mailer. Or even by word of mouth via your sales team or customer service staff. If you give people a reason to come to your stand, an incentive, then this will increase your hit rate.

This is a good time to further develop relationships with existing clients too. There is no better place to meet clients than at a show. If your stand looks good it helps to reinforce your credibility with them. Don't avoid inviting key clients because your competitors are at the show - if the show is relevant to them and you haven't told them you are there what will that say to them?

Work with the Organiser

Take advantage of any deals being offered by the organiser, such as; free seminar places, tickets that give people VIP status and show tickets with your logo on supplied FOC. All Organisers are keen to increase their visitors numbers and will work with you, especially if you have a good database that you're willing to market the show to.

In addition to sending out mail and email shots consider:

- Putting information on your website
- Placing details on your music on hold
- Putting the show logo and your stand number on company correspondence such as letterheads and invoices


Marketing At the Show

Increase your profile

-Speak to the Organise about branding opportunities around the show to help drive visitors to your stand.
-Choose the sponsorship that will work for you and that represents value for money at the particular show.
For instance you can consider having your Company branding:

-In seminar or theatre areas
-On 'you are here' directional boards or in the registration area
-Or alternatively talk to the Show Organiser about any ideas you have for a more bespoke solution


Get Noticed

At the show it is all about being noticed and making a lasting impression.

-Exhibitions are a live experience and you are in fierce competition with others for attention.


-As we already know an impressive stand is the starting point, but it is often a combination of creative ideas that draw in and captivate the visitors.
-You can use a any number of things but the more unusual and imaginative the hook, the better it is.
Giveaways, Competitions. Prize Draws. Stand Attractions (Demonstrations/Shows). Refreshments on stand


-When you choose your attractions to draw visitors to your stand and encourage them to stop consider promoting to the five senses: taste, touch, sight, sound and smell - Your magnetic pull could be the magic of acrobats, the excitement of dancers or musicians, a fascinating light show, fresh pasties baking, or marshmallows being dipped in a chocolate fountain.