Page 30 - EXHIBITION BOOK - BOOK 1 Before!_Neat

think it’s fair to say you will probably find the same with personalized vouchers….1000 vouchers…2.6%
return…you work the math’s out as to why this makes sense!
Tip: Create a redeem at show voucher

Put your stand number on all invoices, statements, or any other material you send out to clients.
People often underestimate the real estate on all the posted correspondence they send out to clients such
as statements, invoices, reminders etc. and putting your stand number on this correspondence is a small
easy thing to do in your templates and again may only serve as a reminder you’re at the show but also may
encourage more visitors. The correspondence you send out very often is passed to multiple people in an
organization so it’s valuable real estate that can and should be used.
Tip: Put your stand number on everything!

Ensure your stand number is on all your social media…Similar to above, social media plays such a big part
in our marketing these days and very often it’s not just our connections/friends that see it as everything is
shared these days so it’s important you promote your stand via all social media channels. This is
straightforward to do and if we get in the habit of it then it just becomes another possible visitor channel
for us.
Tip: Put your stand number and an offer on social media

Send out free invitations supplied by the organizers to your full database…Pretty much every show will
offer you a number of free tickets to give to your clients…this is hugely in the Organizers interest as it’s one
of their key routes to market to get visitors. Make sure all your key clients get a ticket from you either in
print or electronic format. It may surprise you that a lot of the exhibitors I have worked with over the past
25 years either don’t do this or send them out too late. Conversely you don’t want to send them out too
early as they get lost or forgotten so timing is important. Ensure that your customer gets the ticket 2 weeks
before the show. (Little tip here would be to keep a small stock of them at the Exhibition itself as very
often your clients may arrive without them and it’s a nice touch to be able to meet them at the front door
and give them a ticket and save them or you the embarrassment of them having to pay in!)
Tip: Hold back a few tickets for onsite

Offer competition prizes for the organizers to use in pre-show advertising. This tends to be more prevalent
at Consumer shows but very often the organizers look for prizes from exhibitors for competitions and this
can be a great way of getting your brand in front of thousands of people pre-show for a competition they
are running. This may be promoted on the radio or national media so it’s a great opportunity to get more
publicity and ally yourself as a key exhibitor at the show. Obviously, you will need to give them the prize
FOC, so you will need to weigh up the costs but very often it’s worth it.
Tip: Decide what you could offer as a prize for a competition

Do a pre-show blog or newsletter about what you will be showing…Newsletters and ezines are becoming a
more effective marketing channel each year and doing an ezine and promoting your stand at a show is
becoming increasingly the norm so get your marketing team onto Mailchimp or whatever email marketing
channel you use and promote your stand on it. Again, very effective for special offers, discounts or other
things offered at the show. Word of warning, I would ensure the ezine is not solely about the show as this
can alienate or be oversell to some people but do make it a strong feature within the ezine.
Tip: Do a newsletter, 1 Month, 2 Weeks and the week of the show

Send personalized invites…We all love something with our name on it (besides the credit card bill!!) so if
you can personalize the invites then this will increase the likelihood of the person visiting the show. This is
also easy to do, and you should talk to the Organizers about getting a personalized run of invites. There
may be a small charge for it but one extra client on your stand will well cover this. The other option would
be to put a personalized sticker on the invites, whilst not as effective it’s still better than the blank ones. I