Brand positioning requires understanding of the marketplace and knowledge of the top players in the industry. You know the most important companies in your field, but are you familiar with key industry analysts and the major influencers in your field?
What are the latest innovations in your industry? How do your products compare? Are your distinguishing features hitting the target market?
These are just some of the questions you’ll need to answer as you assemble your pre-show PR strategy.
Then you must consider how to reach these top influencers. What is the best way to grab their attention, draw them to your booth and make your mark?
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Drawing the right traffic to your booth is more than just having an eye catching banner or magic tricks. With Trade Show attendees arriving with set booth agendas, buyers need to know about your company and special products before the show so that your booth becomes a must visit.
Creating Pre-show Buzz is a Branding element that directs people to your booth and to see your product demonstrations. Hopefully, they’ve been hearing about your company and reading about it in trade magazines for a while and a demand has been created. If not, four to six weeks before the show is time to change all that.
Your promotional strategy should include issuing invitations to your demonstrations, by mail or electronically, that alert clients and prospects to your booth location. These invitations should also include brief product messaging. Two weeks before the event, send personal VIP invitations to your suite or product lounge for a second way to reach key contacts.
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We know you’ve worked long and hard to be ready. After all, great preparation and study went into your creation. And now, you’re ready to show it to the world. You’ll be introducing your hot, new product at the next Industry Trade Show.
Unfortunately, it’s just not that simple.
Before you face that frenzied exhibit hall filled with competition, here are three things to consider:
1- How will you get buyers to stop at your booth?
2- What will you give them to remember you?
3- What will you tell them that will sell them?
We’ll take a PR approach to these issues and offer insight on how to stand out from the crowd. So visit T&S Partners PR Group’s Trade Show Tactics often for tips and strategies for getting your products the Trade Show notice they deserve.
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