Trade shows and conferences are an excellent fit for an integrated marketing campaign. If you factor in the cost of a booth, travel, the materials you’ll have on hand and perhaps a larger ticket item to raffle off, you can be on the hook for thousands of dollars quickly.
Hosting a booth at one of these events is something that many companies recognize as an important part of doing business, especially considering the potential for lead generation. But have you ever calculated how many sales you’ll need just to break even on the outlay of cash? And if you have, how often is that happening with your organization?
If this is something you’ve pondered, consider a cross media solution. Instead of hoping you’ll be noticed as prospects walk by, you can create a constant loop of contact with these potential customers through an integrated process.
Sending out postcards prior to the show? Why not target and personalize them with and include a compelling reason for your audience to visit your booth. How about including a QR code to capture your cell phone addicts?
How about emails? The same thing applies as snail mail; outbound emails with 1 way communication leave little likelihood of a response. Your prospects need a clear reason why they should spend time with you.
And when you’re at the show, do you have an easy way for all those walking opportunities to respond? Why not slap a QR code on your banner that gives people a quick way to respond without having to actually stop and talk to you!
Is there a directory being given out to attendees? How about breakout sessions that you might be hosting? Have you considered throwing a small cocktail reception? All these avenues and more can be bolstered via cross media.
The sales deals are at those trade shows but you’ve got to MAKE them happen, not just HOPE they happen.