Guerrilla Marketing
Most of you have heard the term Guerrilla Marketing, but some of you may be wondering what in the world is it and why should I care? Well, Jay Conrad Levinson, the self proclaimed "Father of Guerilla Marketing", says it best "Guerrilla Marketing is Unconventional Marketing Intended to Get Maximum Results from Minimal Resources!"
The beauty of using this type of marketing approach is that you don't need a huge budget; you just need to be creative! People are overloaded with traditional advertising/marketing messages on a daily basis and are more open to creative approaches. This is true for everyday marketing and even more vital in Trade Shows where Trade Show attendees EXPECT to be entertained and exposed to fresh, creative ideas.
There a million tactics you can use in a Trade Show environment to reach your target audience, below I am sharing a Top 20 list for you to consider!
1. Invite to Booth Cards; create new card (the size of a Business Card) for each show - with a powerful benefits statement message about your company and be sure to list your booth number!
2. Speaking Sessions; submit company executives to speak at leading Trade Shows in your industry that your target prospects attend - to be viewed as a Subject Expert in the industry AND create interest in your company.
3. Press Release to announce new product OR Speaking Engagement at an upcoming Trade Show.
4. Best of Show Award; ALWAYS ask show organizers if there is a Best of Show award to submit your company's product(s) for consideration – I’m not sure why, but that information is not always so easy to find in the materials you receive from the show!
5. Provide services to the Trade Show producer in exchange for publicity; Pre-Show, At Show and Post Show.
6. Pre-Show Mailer: Send Direct Mail or E- marketing to Attendee List (many shows will provide you with last year's attendee list)
7. Have a game for attendees to win a prize; have bags with varying numerical codes on them – have a few that have matching numbers for the attendees to "find each other" to win the prize! Have them come to the booth together to redeem the prize. This create a HUGE Buzz on the show floor!
8. Walk the show floor with REALLY Bright shirts that contain a message inviting attendees to your booth. Consider hiring actors to walk the show floor with these shirts, OR give attendees an incentive to wear the shirts, such as winning prizes if seen wearing the shirt on the show floor.
9. Pass out Tip Sheets with an invite to the booth for an additional offer.
10. Networking (create word of mouth referrals); Trade Shows sponsor a lot of cocktail parties/networking events for exhibitors/attendees to participate in for making valuable contacts – be sure to look for these opportunities and add them to your schedule. (Use the Invite to Booth Cards at these events!)
11. Invite prospects to attend a Post Show webinar, Seminar or Tele-Conference on an important industry topic. I advise to send the interested prospects the details after the show – it will most likely get misplaced if handed to prospects at the show.
12. Offer a Gift Certificate, Discount or Free Trial of the product to qualified attendees.
13. Send follow up materials via email following the show to give a great reason for following up, instead of just a sales follow up call.
14. Provide a CD to attendees with valuable industry information which they can benefit from, including a small amount of information about your company as well.
15. Offer a Free Post Show Consultation; focus on trying to HELP the prospect, NOT sell them.
16. Have valuable information on your website; drive attendees to visit your website.
17. Hand a Lottery ticket to qualified prospects and mention something like "For better odds, call [insert company name]"
18. Hold a contest in your booth – be as creative and wacky as possible!
19. Put door hangers on the attendees rooms – drive them to your booth with an unbeatable offer!
20. Hand out anti-bacterial hand lotion to attendees with your logo and website. With the amount of people we all meet and shake hands with while at a Trade Show, this is a fantastic promotional item that will be very appreciated!
written by:
Linda Musgrove
Tradeshow Teacher
www.tsteacher.com
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Contributing Author:
Linda Musgrove is President of the Miami based Trade Show Training & Consulting firm, TradeShow Teacher, catering to businesses nationwide.
She has taught many companies over the years how to improve their trade show results through educational "Trade Show Tutoring" programs for individuals, departments or entire teams; and with the Trade Show Training Manual she authored, titled: Trade Show Training, for Increased Return On Investment.
Other Articles By This Author:
•Guerrila Marketing
•Fish Bowl Marketing
•Competitive Intelligence 101
•Market Segmentation
•Trade Show Technology Trends
•How To Select A Pop Up Trade Show Display
•How To Select A Table Top Show Display
•Table Top Expos
•How To Select A Targeted Trade Show
•Networking Skills
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