TRADE SECRETS BLOG
Strategic Tactics For Building A Foundation Of Success: Part 2
Let’s build a plan that will be targeted and measurable. We discussed the first five steps towards achieving this goal. These included: defining your target market, remembering that quality is key, determining the best approach and picking your point of attack. The key point to walk away with was that frequency is king. Today we will discuss the final three steps in building a foundation of success for your trade show exhibit.
Step 5: Evaluate Your Message
Does your message resonate? Before you begin marketing to your prospects, can you explain precisely what your target market wants? To whom are you selling? Are you selling to a committee of decision makers and influencers? Or is one person the final decision maker? If there is only one decision maker, who is that and what is the persons title? What does that person care about? These are the questions that you must ask yourself. Most of the time, different value propositions will resonate with different audiences within an organization. Your approach must be based on their needs as an individual within that particular company. A canned message won’t be nearly as effective as a targeted message. This means that you could be sending two or three different emails at a time. It’s more work, but well worth the end result.
Step 6: Plan Your Timeline.
If you are building an integrated pre-show campaign, how early should you begin marketing to your prospects? The answer depends on how many touch points you want. You should begin building out and designing every component of its integrated campaign well in advance of the show. You should have every component completely designed and ready to be executed a month prior to the show in order to test each piece and set them up for timely distribution. You will want to break down your timeline into three weeks before, two weeks before the event, one week before the event and the night before the event.
Step 7: Keep Tabs
Track your pre-show marketing tactics costs so you can come back to it at a later point when it is time to prove your ROI. There are some great tools made available to exhibitors that allow you to automate, track and measure every component of your pre-show, at-show and post-show marketing activities.
In conclusion, there are many ways to build a pre-show marketing strategy. You can choose from different tactics and approaches, but you choose to build a plan that will support your goals for the show and drive leads at the lowest cost per qualified lead. To do this you need to know how much revenue you need to generate and how many deals you need to close to generate that revenue. To plan and successfully implement pre-show tactics, first identify your target market and categorize your leads. Determine the message you are trying to convey to your target market and ensure that it resonates with influencers and decision makers. Then select the tactics available to you as pre-show marketing techniques. After you have completed these steps, you will be ready to design an effective plan to reach your target market and capture valuable data about the prospective clients.
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