10 Beer Budget Event Marketing Tips

Are you planning an event or participating in a trade show any time soon? If so, consider the following 10 low-cost marketing tactics before mailing your payment.

Event Marketing Tactic #1 -- Is the purchase decision-maker attending the event? Are you certain? Let's say you sell gifts that help increase employee moral and you're considering exhibiting at the National Association of Human Resources annual conference. Is your decision-maker attending? Who attends this event -- HR directors, managers or VPs? Perhaps all, or a small percentage of all three attend. If your decision-maker is a human resources director, then you'll want to make sure the event management company can provide you statistics supporting what percentage of the participants have director-level titles. You need to drill down to your target audience. It's not good enough to say that it's a human resources related event; rather, is the job title you're targeting attending? And if so, what percentage of the attendees hold this title? I recommend at least 50-60% before spending any money.

Event Marketing Tactic #2 -- What value-added benefits is the venue [trade show organizer] making available to your business? Will they allow you access to the attendee mailing list so you can implement a premailing promoting your one-day trade show special, as well as the location of your booth? Well organized events, at minimum, provide a list of attendees after the event so exhibitors can follow up. More organized events provide participant contact information BEFORE the event as well as after. Other value-added benefits to inquire about include: being included in participant email distributions promoting the event, as well as an advertisement in the event show guide.

Event Marketing Tactic #3 -- Target your event qualifying questions around the "who?," instead of the "how many?."

Event Marketing Tactic #4 -- Giveaways should be relevant to your business. Don't give something away for free just for the heck of it. Who cares if you collect 10,000 names because you ran a really cool promotion giving away a free 48" TV. If you're a personal chef, what does a TV have to do with your business? Nothing! [Unless you're Emeril.] Therefore, you've just collected 10,000 NON-qualified leads. Instead, as a personal chef you could try, "Sign up to receive our special report, "How to Live Like the Rich; Tips to Hire an Affordable Personal Chef." One can assume the majority of business cards deposited in your fish bowl have an interest in personal chefs.

Event Marketing Tactic #5 -- Location, location, location. If prospects can't see you, then you're wasting your time. Don't be fooled into purchasing a cheap booth at a last-minute special, such as "One booth remaining at 50% off." Chances are no one will be visiting you, since your booth will be tucked away hidden from all eyes. The most ideal locations are found at the entryway to the event and near the pathway to the food stations and restrooms. Corner booths between major walk-throughs are ideal.

Event Marketing Tactic #6 -- Some of your most qualified event leads come from networking with other exhibitors. Therefore, secure the exhibitors' list several days before your event. At minimum, you want to know what competitors will be there so you can mystery shop. What's more, you want a plan outlining what exhibitors you intend to approach to either pitch your services, or secure an informal partnership. Prepare your plan and your sales-spin before the big day!

Event Marketing Tactic #7 -- Would you like to participate in more events but don't have the budget? Try approaching complementary exhibitors and ask if they'd be interested in sharing booth space with you. Split the costs. Moreover, you can cover for each other when you need a break. Or, look around for hidden advertising money. If you're a distributor, perhaps you've accrued MDF funds [Market Development Funds] a.k.a. advertising coop money, unbeknownst to you. Many companies will allow resellers to spend MDF funds to pay for event booth fees.

Event Marketing Tactic #8 -- Save yourself a lot of time and only approach event passersby who make eye contact. People who don't look at you or your booth are not looking for a reason. Remember, you can only speak to so many people at an event, therefore utilize your precious time wisely. Target those who make eye contact.

Event Marketing Tactic #9 -- Make sure you're allowed to display signs, posters, banners, etc. Treat your signs as miniature billboards. No more than six words and make sure it can be read from at least 10' away.

Event Marketing Tactic #10 -- Don't pay full price. Remember, almost everything in life is negotiable, including booth fees. Always ask for a price reduction; you'll be pleasantly surprised. Printed advertising and/or booth fees are just a starting point for negotiations.

P.S.....Stand up, don't chew gum and try not to talk too much to the other people working your booth. The latter makes you appear unapproachable. Finally, your attire should be slightly better than what you believe attendees will be wearing. For example, if you're attending an event whereby most of the attendees are engineers, don't wear a three-piece suit!

About The Author

Sharron Senter is a New England-based marketing consultant, speaker, writer and founder of Senter & Associates, a marketing communications firm that helps small and home-based businesses deploy low-cost online and offline marketing strategies. She's well known for her free weekly emailed marketing tips found at http://www.sharronsenter.com

---

The Power Of A Story

If you want your marketing to be effective, you absolutely... Read More

The 7 Areas of Marketing Waste - Are You Committing These Marketing Sins?

If you want to reduce waste and grow your business... Read More

Sum of Its Parts

I just spent a week at the beach with my... Read More

Metaphysical Marketing

The foundation of success is in your mind. You do... Read More

Marketing For Just Cause

Cause marketing is a relationship between a for-profit and a... Read More

Whats Your Marketing Weak Link?

Your marketing weak link could be undermining the rest of... Read More

Tie-In With Others To Maximize Your Business Leverage

One of the most rewarding, inexpensive, under-used, and effective methods... Read More

Marketing Plans... A Simple Approach To Get Off The Marketing Roller Coaster

Are You Riding The Marketing Roller Coaster?If you're like many... Read More

Dear Friend: Dont Start Your Non-For-Profit Fundraising Letters As A Stranger

Dear Friend:Don't do it.Don't start your fundraising letters with "Dear... Read More

What IS the Difference Between Marketing and Sales?

There seems to be a never ending argument among marketing... Read More

Business to Business Direct Mail Offers that Say Free

In direct mail, the offer is the incentive or reward... Read More

3 Ways to Gain and KEEP Customers Using Postcards

In today's competitive (sometimes cutthroat) marketplace, savvy business owners need... Read More

Avoid These 5 Web Site Blunders!

The Web is intended to help people find information quickly... Read More

T.E.A.M Profit

As you network and meet other business owners, keep this... Read More

Connecting With Your Clients

Many service professionals tell me that they are uncomfortable with... Read More

How Gratitude Works

Want to know what the highest-impact, lowest-cost tool is in... Read More

15 Commandments Of Creating A Wealth Pulling Niche

Niches are like bathrooms; you never notice them until you... Read More

Newsletters are Marketing Machines!

Is your business publishing a print or e-newsletter? An informative... Read More

2 Little Words That Work Marketing Magic

In his classic best-seller, "How To Win Friends And Influence... Read More

Time for Marketers to Clean Up Their Act!

Some years ago, a prominent Australian hi-tech company... Read More

How to Promote Yourself Or Your Company Through Award Competitions

There isn't a day that goes by that I don't... Read More

Beyond Repair: The Fixed-price Model

Don't get me wrong. I certainly don't think the majority... Read More

Direct Mail Response Rates Soar With Dimensional Mailers in Business-to-Business Lead Generation

The toughest job you face as a B2B direct marketer... Read More

Boost Your Business With Testimonials

When used correctly, testimonials can boost your response dramatically. They... Read More

The Illusion of Print Mail Services

If ever there was a lazy way to easy profits... Read More

Market Planning -- Getting the Word Out

"There are those who get things done and those who... Read More

Your REALTOR® Marketing Plan

The steps to creating an effective marketing plan begin with... Read More

Sage Advice from a Marketing Expert!

An international hair-cutting chain opened a new store directly across... Read More

Promotions for Mobile Detailers

Mobile businesses are quite unique in the way they must... Read More

Connect to Your Customers with Superb Sales Letters

In the age of e-newsletters and e-mail, you may not... Read More

The Most Powerful Marketing Weapon Ever Invented

It was probably first discovered out there in the caves... Read More

Marketing Strategy and Template for Independent Professionals

Having a marketing strategy and marketing approach is very important.... Read More

Developing a Contact List- Part One

One of the most essential things to successful networking is... Read More