You will achieve greater results when you incorporate e-marketing techniques in your trade show promotions before, during and after each event. Through web-driven strategies, you will increase exposure and message frequency to your target audience, which adds momentum to your overall marketing efforts. As a result, you will enhance your effectiveness in achieving your show objectives.

Before-the-Show:

Develop a special section on your web site to highlight your participation in the upcoming event. Promote the web page and your site in all printed materials and advertisements. Identify marketing vehicles used by the exhibit sponsors and see if you can use the same publications, web sites and newsletters your marketing initiatives.

In for addition, use web advertising techniques including special banners, links and promotional copy to draw site visitors. Be sure your web page is optimized so search engines can find you and bring interested new visitors to your site.

Create excitement through a pre-show contest, quiz, drawing, game or other incentive on your web site. Include an enticement to come visit your booth during the event for the contest winners, quiz answers, etc. As part of your web-based trade show promotions, create a form for interested visitors to complete if they cannot attend the show, yet want follow-up information (or contest results). Or if they are planning to attend the show, have visitors complete a form to schedule a meeting or product demonstration with you at the event.

In addition, consider sending a series of emails to promote the show and include valuable how-to information so the communication provides a service to your prospects and clients. You also may use e-newsletters for this purpose if you already have them in place.

During-the-Show:

As you talk with visitors at your booth who represent high-potential prospects, ask for email addresses to add to your lead database. If you publish an e-zine or e-newsletter with helpful tips, people will be more willing to give you their email address to receive valuable information that will help them be more successful. Always position your request for contact information as an effort to provide a benefit or service.

Use your web site to highlight winners from trade show promotions (i.e. drawings, game winners, etc.) you have at your booth. Let online visitors register for your contests, drawings, and other incentives if they are unable to come to the event.

Have your web site updated each day during the show and include daily event news, workshop recaps, speaker summaries and other information so conference attendees (with computer access) and those who could not come will get the latest news and information. This will further position you as an expert and key industry resource in your field.

After-the-Show:

The day you return, update your site to announce winners from your trade show promotions and feature information about their companies as a service to them. Consider adding streaming video of product demonstrations from your exhibit. Interviews with current customers and testimonials from your event are also powerful, credible ways to get your sales message across.

Use new prospect email information to develop an ongoing web communications program that includes email, e-newsletters, and other announcements. People use the internet to get helpful information. Give them what they need and want substance in the form of ideas, tips and counsel that will help them be successful.

Continually update your web site with new information and helpful advice so your target audience will want to return often and refer others to your company.