Q4 Technical Trade Shows & Conferences:
- Aero Engineering 2011, Nov. 9-10
- Automotive Testing Expo 2011, Oct. 25-27
- IP Expo 2011, Oct. 19-20
- International Time & Synchronisation in Telecoms (ITSF) 2011, Nov. 1-3
- Medical Design & Manufacturing (MD&M) Minneapolis 2011, Nov. 1-3
- NI Technical Symposium (NITS) 2011, Oct. 18-Dec. 8
- Productronica 2011, Nov. 15-18
Face-to-face marketing such as trade shows and seminars are a powerful way to personify your brand, capture leads, and grow customer excitement and loyalty. With that said, they can be expensive, so it is critical to have a clear strategy and well-defined objectives to measure your return on investment.
Before anything else, set your trade show objectives prior to creating marketing activities. Example objectives to discuss with your team are:
- Number, profile of leads
- Speaking engagements
- Press meetings
- Key prospect/customer meetings
- Competitive analysis
- Partner co-marketing
- Create one page flyers detailing your product features, key applications, and benefits. An example product flyer TREW designed for Cyth Systems Circaflex can be seen here.
- Create presentation slides to succinctly introduce your product to customers, partners, and press. Start with your core slide deck, and customize it for the specific audience attending the trade show.
- Develop compelling customer testimonials for use in booth, online, and in partner sales and marketing meetings.
- Use a well-timed PR launch to spread your message. To see a recent example of a hugely successful launch for TREW client, Wineman Technology, that received coverage in print, in video, in the conference keynote, and across the web, click here.
- Follow up with leads after the event, as soon as possible after their interaction with you while your company, product or service is still fresh in their minds. The more timely they hear from you following an action they took with your company (visiting a booth, downloading a white paper or watching a video on your website, etc), the better chance they will further engage, and thus move closer to a sale.