20 tips to maximise your return on investment in easyFairs® trade shows

Many marketing tools are available free of charge as part of the easyFairs package – please talk to your local easyFairs representative about the details that apply in your country. We have a vested interest in your success and will do all we can to help.

Have a marketing plan.

• Tip 1: Decide exactly what you want to achieve from participation - set yourself objectives that are ambitious but achievable

Have a promotional plan.

• Tip 2: Align your promotional strategy with your marketing plan
• Tip 3: Develop a promotional plan for pre-show, at-show and post-show – include a strong theme for your promotional activity and follow it through consistently

Send out as many personal invitations as possible.

• Tip 4: Send out plenty of printed invitations: easyFairs will provide as many as you need – we can also send out invitations on your behalf
• Tip 5: Send out electronic invitations (by e-mail) – we can also send out e-mail invitations on your behalf

Use all available channels to inform customers of your participation.

• Tip 6: Ask easyFairs to put information about your company/products on the show website
• Tip 7: Use your own direct mail lists effectively
• Tip 8: Place a trade show banner on your website and/or your e-mail footers
• Tip 9: Mention your participation in your advertising

Prepare ahead for effective participation.

• Tip 10: Provide a speaker for the learnShops™
• Tip 11: Give visitors a strong incentive to visit your stand
• Tip 12: Prepare a press release and other PR material
• Tip 13: Optimise your entry in the official show catalogue
• Tip 14: Select the best people to represent your company

Keep a high profile during the show.

• Tip 15: Get out of the “comfort zone” – and into the aisle where you will meet people!
• Tip 16: Record leads systematically
• Tip 17: Create some noise about special activities like scheduled product demos and learnShops presentations

Keep the momentum going post-show.

• Tip 18: Follow up on leads promptly after the show – then follow up again at 3 and 6 month intervals
• Tip 19: Track leads and sales that result from participation – measure ROI
• Tip 20: Celebrate success, while asking yourself what you can do even better next time!