Yeah, right. We've all seen these types of headlines before. Ten guaranteed ways to lose weight, grow hair, become a millionaire, and so on and so forth. But several hundred dollars and ten pounds later we begin to realize that it was all an empty promise. However, when it comes to the trade show industry, there really are ten very simple ways to attract your target audiences' attention and get them to your booth. And best of all, most of these opportunities are free of charge and included in those massive Exhibitor Manuals that you haven't had time to read.

Most show management companies offer a variety of traffic-building programs and services that are free of charge and really do drive people to your booth. However, it never ceases to amaze me how many exhibitors don't take advantage of these outstanding marketing tools.

So, for those people who don't have the time or inclination to peruse their Exhibitor Manuals here are ten simple steps to booth bliss.

1. Direct Mailers Don't Stand For Very Iffy Proposition
Those free Direct Mailers really work! You should be sending them to all of your current customers and prospects at least once every few weeks before the Show. Some companies make two or three mailings. In addition, your sales force should be handing them out during all of their calls. In fact, some companies even feature the offer of obtaining free passes on their Web site.

I just finished a marketing roundtable at a major trade show with the marketing directors of several exhibitors from various size companies in different market niches. The companies who were having the best show and packing their booths with prospects had implemented an aggressive Direct Mail marketing effort. The two companies that weren't attracting as many prospects as they had hoped had no idea free Direct Mailers were available.

Think about it. If someone gives you a free pass to an event you want to attend that will save you a few dollars and avoid the long registration lines, wouldn't you be thankful? Maybe you would even stop by their booth, especially if the Direct Mailer came with an offer to win something at the booth! The more incentives you give them to visit your booth, the more likely they are to visit. Be creative!

It's free, it's effective and it works! Why wouldn't you take advantage of it?

2. Free Web Links On The Show Website
Here's another freebie that is a very effective marketing tool and great traffic generator. I've had many exhibitors tell me that they receive tons of traffic to their Web site from prospects that click through from the show Web site.

Isn't this what you spend a lot of your marketing dollars on - trying to drive people to your Web site? Now that you've got all these hot prospects clicking through to your site, what are you going to do with them? How about offering them an incentive to visit your booth!

These incentives can range from a chance to win a free product, a free foot massage or just about anything else that peaks their curiosity and drives them to your booth. Some show organizers even offer you the opportunity to make your logo larger and/or stand out on their Web site for a small fee. Be creative!

3. Pre-Show Publicity/Promotion
Since the vast majority of attendees visit a trade show to see new products, wouldn't it make sense to promote your new products as frequently as possible? There are several ways you can promote your product in advance of the show, most of them free of charge.

Of course, you can include info with the Direct Mailer mentioned previously and you can feature them on your Web site. In addition, some shows publish pre-show New Product Guides and many trade magazines also publish show previews. Some shows also publish attendee newsletters prior to the event that feature hot new products.

Be sure to take advantage of all these opportunities because these are the sources many buyers use before coming to the show.

4. Awards Competitions
Some magazines conduct New Product, technology or individual distinction award competitions that are presented at the show. What can be a better way to attract your prospects' attention than to have your product selected as one of the "Best in Show?"

The answer of course to remind all of them about it is by getting the word out through the first three methods mentioned earlier in this article. Many of these competitions have a small entry fee but it is well worth it if you win. Contact key trade magazines and associations several months in advance of the show to determine if they are sponsoring competitions.

5. Media Meetings/Press Conferences
And speaking of contacting key media, if you have an interesting new product, technology or corporate news, be sure to contact the editors and try and arrange for a meeting at your booth. Editors are always interested in hot new products but here again, you need to contact them weeks in advance as their schedules at the show fill up very quickly.

Not only will you have a good chance of getting post-show coverage, you may get mentioned in their pre-show coverage as well. Show management will have the official press list as well as the pre-registration media list they can send you.

If your new product or technology is truly a unique industry breakthrough, you may want to schedule a Press Conference at the show. Show management makes the Press Conference Room available free of charge, based on availability, but you should only schedule a press conference if your news is truly exciting to several editors. These editors are very busy and if it isn't of great news value, they won't come. There's nothing more embarrassing than being the only person at a press conference.

6. Put Your Press Kits In The Press Room
The editors may not come to all the Press Conferences but they all come to the Press Room. They visit the press room to review the press kits that are placed there by the savvy exhibitors. The editors use this information when they write their post show wrap-up reports.

If you aren't taking advantage of this excellent free publicity opportunity, you have only yourself to blame. If you're not sure what goes into a press kit, call the Show Management company or their PR firm and ask them.

7. Talk To The Show Daily
Many shows have a Show Daily newspaper and most Show Dailies are looking for news. Ask show management who is doing the Show Daily (or look in your Exhibitor Manual).

Contact the editors several weeks in advance and pitch them on your product or news. If the story is big enough, they may even be able to interview your president or other representative for a feature story. A favorable story in the Show Daily not only attracts people to your booth, it makes for a great reprint to send to prospects after the show.

8. Do Social Media And E-Mail Blasts
 The most effective method of communicating with most people is to tell them once and then tell them again as frequently as possible. And the most effective way of communicating with many people these days is through e-Mail and social media.

In today's busy workplace everyone can use a reminder or two. Just think about the last trade show you visited as an attendee. If you received a reminder with an interesting incentive for visiting the booth wouldn't you be more inclined to do so?

9. Show Merchandising Opportunities
Show management usually offers a variety of excellent opportunities to maximize your exposure to attendees prior to the show and on-site. Ranging from banner ads on their Web sites and ads in the Show Directory to banners and signs on the show floor, there are a number of great ways to get attendees to your booth.

These merchandising opportunities do cost money but they range from getting your company name put on the lanyards (those loops that go around your neck to hold the show badges) to sponsoring different events that the visitors attend. If you have the budget for extra promotion, it is something you should definitely discuss with show management.

10. Trade Publication Advertising
Although trade publication advertising costs money, it can be a very effective method of reaching your target audience with highly targeted messages. Several of the trade magazines and Web sites offer show specials that allow you to advertise in these special pre-show issues for less than you would normally pay. Some of them also publish the Show Daily and can give you a special rate for advertising in both.

If you've got the budget, it's a great way to attract attention and drive traffic. Ask show management what publications are publishing special pre-show issues - or look in your Exhibitors Manual.

I hope these ten tips have been valuable in helping you plan to maximize your exposure at your upcoming trade shows. However, it is critical to remember that you must have an incentive for attracting them to your booth, an attractive booth to entice them in, and a sales strategy for closing the deal once they are there.

Roger Halligan is CEO of H+A International, a Chicago-headquartered integrated marketing communications firm specializing in trade show event marketing. You can reach Roger at 312-332-4650, ext. 22; or via e-mail at rhalligan@h-a-intl.com.
This article is reprinted by permission of H+A International, Inc.

Press Release Details

Details, Details, Details
Writing a press release about your exhibit at ProMat 2011? Take this tip from top editors. Press releases that have the most useful, specific, factual and substantiated information are the ones most likely to see print. Here's a quick checklist to make sure your release includes the right stuff. Include the following:

Name and model number of the product you're introducing.
Actual and potential uses of the solution in the material handling and logistics industry.
Details of design and construction that may be important to the user-omit those that only excite your chief engineer.
How the product operates or is applied.
Features/benefits, i.e. "Our new widget has six sides, so it performs more efficiently."
Sizes, weights, ratings and other relevant factors.
Where the product may be purchased-direct sales offices, dealers, etc.
Where to get more information.
Date when the product will be available, if not already available.

Remember that sending a good photograph will also increase your odds of publication. The photo should show the product clearly, in sharp focus, with adequate depth of field. If you are showing special innovations, take close-ups. If the size of the product is important, show something to help indicate how big it is. For example, a pencil for something small, a person for a large machine.

Press Release Primer

Don't have a PR firm to produce polished media releases for ProMat 2011? Novice publicity do-it-yourselfers can produce professional communications by understanding a few basics.

Start by securing some company letterhead or creating a template with your company logo. Make sure your document is formatted with double spacing. Then follow these format and content guidelines:

Company name, web address, location address and phone number, printed clearly at the top of the page.
The words PRESS RELEASE spelled out in all CAPS and centered
in bold.
Contact person's name and numbers.
FOR IMMEDIATE RELEASE on the left margin directly above the title in all caps.
Short headline or title, centered in bold.
Body of the press release, beginning with the date and city of its origination. Body tells who, what, where, when and why.
If release continues past one page, put Page Two in the upper right corner.
Three # symbols, centered directly underneath the last line of the release indicate the end of a press release.

Ten Essential Tips For Press Releases

Ten Essential Tips For Press Release Writing

1) Make sure the information is newsworthy.

2) Tell the audience that the information is intended for them and why they should continue to read it.

3) Deal with the facts.

4) Ask yourself, "How are people going to relate to this and will they be able to connect?"

5) Make sure the first 10 words of your release are effective, as they are the most important.

6) Start with a brief description of the news, then distinguish who announced it, and not the other way around.

7) Avoid excessive use of adjectives, jargon and fancy language.

8) Provide as much contact information as possible: Individual to contact, address, phone, fax, e-Mail, Web site address.

9) Make sure you wait until you have something with enough substance to issue a release.

10) Make it as easy as possible for media representatives to do their jobs.

To Give Away Or Not To Give Promotions

Depending on other items in your marketing mix, advertising specialties may have a place in your trade show strategy. But, remember in choosing a giveaway that there's a good reason plastic bags are a dime a dozen-they aren't unique. To stand out in the crowd, select something that will make your prospect think of you.

Personalization- In addition to your company logo, could you add the recipient's name? People have a hard time throwing away something with their name on it.

Perceived value- make sure your giveaway is useful, so it's not perceived as disposable. Even something as simple as a pocket shoe polisher has a function for someone traveling to a trade shoe and walking around all day.

Limit distribution- Could you create something people will want year after year? For example, the green jacket at the Masters golf tournament gives the wearer instant status.

Status- Give away something designed or created by a renowned person

Match the status of the receiver- i.e. don't put a stick-on gremlin on an Armani suit

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