PRE-SHOW MARKETING ACTIVITIES
Once we are comfortable with our theme and/or positioning, we can move on to tactical implementation specific to our exhibit. Once we have contracted for our exhibit space and services, we should consider pre-show marketing activities:
· Place our company on the meeting exhibitor’s web page, confirming that the booth map location and company description are correct – this information will also appear in the meeting program.
· Ad placement in the program, either across from a particularly important abstract related to our product, or on the outside rear cover. The program is carried and referred to frequently by nearly all the meeting attendees and may well be kept long after the sessions are over.
· Obtain the meeting pre-registrant list and/or mailing labels, preferably with email addresses.
· Prepare a first-class mailing and send to pre-registrants three weeks before the meeting date, content:
~ One page listing of all presentations related to our company and/or products, with time and place
~ Our company’s exhibit location, hours and a special reason to visit the exhibit – clinical presentations, giveaways, raffles, expresso, etc.
~ Product collaterals, especially new products and/or new positioning statements
- Send follow-up email blast 1 week before the meeting with basic reminders of the key points in the first mailing, no attachments. Fax can be good alternative.
- Arrange for sponsorship of trade show items and/or activities: coffee breaks, bags, message center, cyber café, etc.
- Arrange for product collaterals to be placed in attendee bags, distributed upon registration.
- Join the exhibitor’s panel, consider sponsorship of the society
- Prepare rebuttal comments related to possibly negative studies that may be presented in scientific sessions and disseminate to exhibit staff.
EXHIBIT DESIGN AND CONSTRUCTION
Next, we need to consider how we will design and construct our exhibit. Small islands are a very efficient use of space, but do cost more than linear exhibits. Let’s assume we can afford a 20’x20’ island exhibit – here’s how we might design it:
- Consider open design, with corner stations and center hub, large plasma displays to lend movement and interest from any approach angle – multiple videos
- The center hub offers storage, internet access and small conference area
- Rent a lead recorder and confirm that the lead information produced by the recorder meets our needs
- Develop carefully crafted text and graphics with consistent font, look, theme and positioning message
- Choose exhibit color selections consistent with company colors wherever possible – consistent look and feel
- The exhibit may be rented with good results if a custom exhibit is not available – attention to detail is key