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Trade Shows: More Than Just an Event
At Altitude Marketing, a trade show is more than an event: It’s a state of mind. You can’t just arrive on show day, unroll a backdrop and expect the leads to roll in. There’s a lot more to it than that.
What does that mean? Here’s an example of a trade show strategy we recently executed for a 6-year-old high-tech company. By taking on the “View from 30,000 Feet,” they used a large industry event to fuel a record sales year.
- Four months prior to the trade show, we pitched the leading trade publication on story ideas – and landed our client coverage in the pre-show issue.
- Three months prior to the show, we made dinner and lunch reservations at the most coveted restaurants in the trade show city and arranged for a personal visit from the chef.
- Two months prior, we created a compelling print ad to run in the show issue. The ad included a push to a show-specific landing page on the client’s website for more info.
- Six weeks prior, we ensured the trade show display was on message and matched the overarching visual identity.
- Five weeks prior, we sent out an email and a postcard to top prospects, inviting them to stop by the booth.
- A month prior, we sent out a customized invitation to top prospects inviting them to dinner at one of the restaurant we’d booked earlier, then made follow-up phone calls for confirmation.
- Three weeks prior, we set up the process to capture contact information at the show.
- Five days AFTER the show, we sent out press releases to the key trade media, mentioning the new customers that were signed on as a result of the show. All press releases were posted on the website immediately after distribution.
- Two weeks after, we created a follow-up ad in the post-show issue of the key trade magazine and thanked show organizers.
- Two months after, we conducted a preliminary P&L to determine whether the show was worth the investment and whether they should consider going again the next year.