Exhibition marketing
Many a Marketing Manager will have been faced with what might be called the ‘trade show dilemma’. An event the senior management feel they need to have a presence at, but the combined cost of space, shipping, stand and display material, not to mention the sales team beer tab is likely to blow a significant hole in a marketing budget.
At Red Campion we can help.
Our first step is to try and pull back and make an honest appraisal of the show requirement. An island space with a bespoke two storey stand is not mandatory just because there was one last year.
Let’s ask some pertinent questions. Is the value in entertaining customers or are we genuinely expecting to sell? What presence can we achieve away from the stand – are there speaking or sponsorship opportunities? What can we do to drive traffic to the stand and increase the footfall? How are we intending to capture data and evaluate ROI?
Proper analysis of the approach to the event is the basis for good decision making.
There are no wrong answers of course, but there are answers that can help make sure the expenditure is contained and the maximum return achieved.
Below is a case history illustrating our approach.
Make an exhbition of yourself, without breaking the bank.
Healthcare Estates 2017
The healthcare sector is an important market for IDEXX Water. The Healthcare Estates 2017 event at Manchester Central offers access to influencers and specifiers of water testing technology.
The stand
A 4x3m corner space represents a small but significant presence on a main thoroughfare up against more established industry players (not competitors). Red Campion recommended that the shell scheme be clad with panels using a hired framework and light boxes for impact. A display space with lockable storage and a meeting table and chairs completed the stand.
The messaging
Strong headlines project from the lightboxes to be read as the visitor approaches along either main gangway. Branding is deliberately secondary to the principal sales proposition. As you enter the space, the display stand dramatises the messaging and stimulates interest and engagement. The monitor and graphics offer support. Literature is readily available to take away.
The show
IDEXX invested in the online show preview and have a speaking slot at one of the associated seminars.
Promotion
In addition to featuring in the show website and pre-show newsletter, through Red Campion IDEXX commissioned an electronic direct mail piece inviting 6,000 previous show visitors to the stand.
Working with Red Campion, this approach achieves the optimum balance, moderating over investment in the stand whilst driving budget into stand impact, promotion and footfall.
The result was high visitor traffic, detailed conversations with a number of prospects and multiple customer details captured for post show follow-up.
Two lightboxes give the stand messaging excellent impact on approach
A monitor, display material and literature complete the presentation