Maximizing Your Trade Show Experience

Trade shows are excellent opportunities to build business with existing customers while attracting new customers. Written materials can play a key role in making the most of an event before, during and after the show.

"Even in today's world of electronic messaging, printed material is still crucial in most marketing efforts," says Chris Recklies, a principal with Professional Writing Services. "To get the most out of written materials for your next trade show, plan ahead and stick to the basics. Proper grammar, correct spelling and accurate, up-to-date information always provide a solid foundation for your selling efforts."
Recklies offers advice for successfully developing and using traditional print materials to promote company exhibits.
· Let your customers know you'll be at the show. Some events provide ready-made cards for mailing, or you can design and mail your own cards, tailored to your customers. Be certain to include complete contact information (mailing address, telephone, fax and e-mail) as well as the exhibit location and booth number.
· Distribute carefully timed press releases to build interest in your product or service while announcing your presence at the show. Mention the availability of additional information at the upcoming show in the text. If you want your release to appear in trade publications, keep in mind the lead time-typically six weeks to several months before publication date. Call the editorial department for date and format specifics.
· Make sure your reps are equipped with up-to-date business cards. Don't let anyone pass out cards with information changed or deleted by hand. A rush order on cards costs extra, but goes a long way to presenting your company as a professionally run organization.
· Ruthlessly evaluate every piece of literature available at the booth. It's critical to get the maximum impact with any item that can be picked up and kept for future reference. Stress the benefits of the product or service, not its features, and check all copy for spelling, grammar, clarity and effectiveness in motivating the buyer. Be certain that correct and complete contact information is included. Review, edit and then edit again until your message is expressed with maximum effect using the fewest words.
· Consider having press kits available for members of the media. These packages provide most or all of the information a journalist might request when preparing an article or newspaper piece. The press kit should include recent press releases, new product or service announcements, corporate history and brief bios of key executives.
· Have post show follow up planned and ready. What are you sending to prospects from the show? Decide beforehand what will go to leads and prospects. Whether it's a brochure on a product or an extensive informational package similar to a press kit, subject these items to the same rigorous review given to your booth materials. Include personalized letters in follow-ups where appropriate.
· Finally, make sure that all materials are recognizable as belonging to your company. If you can't tell at a glance, check the following: ink and stock color, logo, font and type size and any special phrasing. A consistent appearance builds recognition, and recognition leads to sales!
For more business tips, visit our FYI page at www.writing-pro.com/html/fyi.html.
About Professional Writing Services
Specialists in converting ideas to words, Professional Writing Services has been providing writing and editing services since 1995 to corporations and nonprofit organizations nationwide. For more information, please call 330-793-3675 or visit online at www.writing-pro.com.