Advent Blog

Let’s talk about surround sound. The concept is simple: immerse the audience in sound to provide them with a richer, fuller experience. Your trade show marketing experience can be enriched by the same principle.

As Steven Covey said, “One definition of insanity is to keep doing the same things and expect different results." We often see our clients attending trade shows using the same simple strategy: show up and hope for the best. We wouldn’t host a party or an open house and not invite people to attend. It is imperative for marketers to create a multi-prong approach that encourages the highest possible return on trade show investments. At Advent, we call this a 360° trade show marketing approach. It breaks down trade show marketing into three categories: pre-show, at-show, and post-show marketing. We believe the companies that achieve the highest outcomes from trade shows are those who deliberately focus on all three categories.

Pre-show marketing includes all the elements that take place before the show invitations to visit the booth, mailers that express a key message, emails, or publicity that reinforces the launch of a new product or service. At-show marketing isn’t just what happens when the lights go on and the booth goes up. It also takes the perspective of the audience. What happens at the show? What is their experience like? At-show marketing can include consideration hotel room drops, the show’s daily newspapers, in-booth events, or out-of-booth complimentary events for exhibiting companies. Post-show strategy considers the follow up. How will we contact folks who came by the booth? How will we capitalize on at-show energy and excitement? Follow-up includes post show mailers, email and phone contacts, and strategies for dividing leads among the sales force.

Take a 360° perspective on trade show marketing and see the difference. Advent helps clients develop a plan that implements pre-show, at-show, and post-show strategies that achieve measurable outcomes and optimize ROI. It would be our honor to do the same with you.

For more information, contact us at info@adventresults.com or call (615) 742-3355.