Corporate Branding and Trade Shows - 8 Tips for Marketing Managers

Trade shows are part of the marketing mix and the appearance by your firm should be a continuum of your entire marketing including advertising, public relations and events.

While you may introduce a new product or showcase a service, many firms make mistakes by not connecting the overall corporate branding with the show. How can an exhibit staff person be up to speed on what the company is doing?

BEFORE THE SHOW ????

1. Make sure you have information about the exhibit ? what is in it, why it is there ? before the show. Not the day before but as soon as you get your assignment. The exhibit manager has the responsibility to make sure the exhibit is on time and looks great - among many other duties. The marketing team decides the theme, products highlighted and rationale.

2. Read your company and division web sites. Sure, there are lots of pages but there are hidden nuggets in there that you may have forgotten or may be new to you. Here's what you may not know ? attendees who are serious about meeting with you ? well, they will check your web site. Best to be as informed as your prospective clients are.

3. Read all the promotional materials that you will hand out. If an attendee has a question while at the booth, your answer will not be ? DUH?

4. Know what is in all the demonstrations. Are there cues to expand on the demo? Clues as to how to lead a conversation? Listen carefully and make your life easier.

5. Read advertising in your trade publications. What does your firm promote versus your competitors? Can you explain the differences?

6. While reading the trades, look for articles and releases about your company. Check your online press release section or ask the PR department about releases sent before the show.

7. Understand the role of your firm if a sponsor of an event.

8. Ask. Ask. Ask until you get answers that satisfy you. Your goal is to make you the best representative for the company you can be.

Having an understanding of the broad marketing aspects before the show makes your firm well branded at event.

Julia O'Connor
Speaker, Author, Consultant
Trade Show Training, inc.
PO Box 17155, Richmond, VA 23226
http://www.TradeShowTraining.com
804-355-7800

---

Spring Cleaning: How To Do It In Your Business To Make More Room For Success

With the arrival of Spring, I decided to get outside... Read More

Bedroom Marketing

Hopefully we are all adults here, so let's talk about... Read More

Linking Features & Benefits

I'm sure that you've had those Eureka! moments, too. When... Read More

New Years Revolution

No, that's not a typo in the title. Resolutions are... Read More

Direct Mail Response Devices and How to Craft Them

Successful direct mail packages contain three things: an attractive offer,... Read More

Advertising Campaigns That Get Results

"Advertising doesn't work." I hear it from my clients all... Read More

Plant a Seed and Watch Your Business Grow

Do you have all the business you could possibly want... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 1

In the following 'special report,' I will reveal some very... Read More

5 Ways to Market for Immediate Results

Sales are down, and I need more customers now! Sound... Read More

Sales Resistance on the Rise

Have you noticed it? More and more marketing campaigns are... Read More

How Testimonials Can Put You in the Spotlight

If you need evidence that a testimonial or referral can... Read More

The Anatomy of Hype

On a copywriting board I frequent, someone expressed bafflement that... Read More

Developing A Focused Marketing Strategy

You want all of your marketing messages to have a... Read More

Why Smart People Dont Know How to Market

As an educated professional, your success is based on what... Read More

Making Networking Work

Several years ago, "networking" was the hot buzzword. Everyone was... Read More

Put Your Marketing To The So What? Test

Want to get Better at your Marketing today?For many service... Read More

Down To The Wire

When you want to win and woo new clients with... Read More

Case Study: How to Get a Big Boost in Response by Taking Your Marketing to the Extreme

Want a big boost in response and quick sales from... Read More

50 Benefits Of Joint Venture Marketing

What Is A Joint Venture?A joint venture is an agreement... Read More

Meaning and Marketing - The Hurricane

I step outside my back door and look at some... Read More

What is a Marketing Plan Anyway?

Building a business that grows steadily in size and profits... Read More

Five Joint Venture Marketing Skills A Small Business Owner Must Have

Joint venture marketing is a lucrative way of leveraging the... Read More

Tooting Your Own Horn

"If he who has a thing to sell Goes and... Read More

How To Perfect Your Marketing Message!

When it comes to your marketing message, the little things... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 4

Let's continue to discuss the various marketing principles that are... Read More

A Jack Of All Trades Is Often The Master of None

You've heard variations of that saying your entire life. Consider:... Read More

Your Marketing Message

Your message is first among your weapons in the battle... Read More

Marketing in Business and Commerce in the New Consciousness

The point is what you give to another you give... Read More

How To Achieve Success With Your Own Money Making Newsletter

Writing and publishing a successful newsletter is perhaps the most... Read More

Free or Not Free ? That is the Question

You may be in business for yourself or as a... Read More

Whats Your Marketing Weak Link?

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

Clever Headlines Usually Flop! Are You Being Too Clever For Your Own Good?

Copywriters that try to be clever, humorous, abstract, or use... Read More

Are You Overlooking Your Hidden Profit Centers?

There are other names given to "Back-End Selling". You may... Read More