OKO Marketing

It certainly can be a challenge to get people to come to your workshop or exhibition if you’re a business marketer. Create buzz for your appearance to your preferred customers with a targeted pre event marketing plan that drives them straight to your exhibition stand.

Prior to any marketing strategies, a company must make a decision on what the overall theme will be. Perhaps the central theme will be a new product or service, or something related to the theme of the larger event. Try your best to get the event organizers to give you the preregistration list as soon as possible after this is decided.

Once you get the preregistrations, divide them up according to customer categories. current customers, prospective customers, and the customers of competitors that the company will endeavor to take) and assign these groups to different groups within your organization. Each of these groups will focus on that customer segment.

The contact information should be filled out quickly. Between the internet, industry contacts, and the information that you already have, a little detective work should not take too long. Get the address, telephone number, email address and the name of a contact person within their company and their position, for each of your attendees.

When customers don’t provide all of this information, you can personally invite them to a microsite to complete the information. A customer is more likely to provide the missing information, if you offer a free gift.

Make your microsite feel like an exclusive area for insiders, that is within a larger frame that includes the upcoming event. This can be done by individualizing the login information and communication with the customer as much as possible. Gathering as much contact information as possible will allow you to create personalized invitations. Invite them to come to your exhibit kiosk at the event with the voucher they’ve printed from your site for an additional gift.

Be sure to put directions and accommodation information on your microsite to make the event more user friendly and also include any promotions people might like to take advantage of. Put exclusive information on your microsite along with the basic event information in order to attract more people to your site.

It is also sometimes good to have a special dinner to thank current customers and invite prospective customers to. Everyone loves a free meal, and your current customers will generate interest for you, which will save you from the awkward hard sell. If you should choose to go down this route, it can make for an excellent teaser on your microsite.

Integrating your pre-exhibition advertising theme with your exhibition stand design and build will help to create a strong message and make your promotion successful.