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Your Step-By-Step Guide To Developing An Exhibition Marketing Strategy

by Martha Simmonds

Are you in the process of planning an upcoming exhibition? If so, you will want to make sure that you have a solid marketing strategy in place. Marketing is key to the success of any exhibition, and if done correctly, can help boost traffic and attendance numbers.

In this article, we will outline the steps to developing an effective marketing strategy for your next exhibition. You’ll be quick to realise that it’s way more than creating eye-catching exhibition stands. So, let’s get right to it!

What is an exhibition marketing strategy?

Your exhibition marketing strategy should be a comprehensive plan that covers all aspects of your marketing efforts leading up to and during the exhibition. This includes everything from pre-show promotion and lead generation to onsite activations and post-show follow-up.

The main goal of your marketing strategy should be to generate interest and excitement around your exhibition, driving traffic and sales. By taking a holistic approach to marketing, you can ensure that your exhibition is a success.

Now that we’ve answered the question ‘what is an exhibition marketing strategy?’, let’s move on to outlining the steps involved in developing one.

Developing your exhibition marketing strategy

There are several key steps involved in developing an effective exhibition marketing strategy. These steps are as follows:

Define your goals and objectives

The first step in developing your exhibition marketing strategy is to define your goals and objectives. What are you hoping to achieve with your exhibition? Do you want to increase brand awareness, generate leads or drive sales?

By having a clear understanding of your goals from the outset, you can develop a marketing strategy that is focused and effective.

Research your audience

The next step is to research your target audience. What are their needs and wants? What are their pain points? How can your exhibition help to address these needs and problems?

By understanding your target audience, you can develop messaging and content that resonates with them and drives them to take action.

Develop a pre-show promotion plan

Once you have defined your goals and target audience, it’s time to start promoting your exhibition. This is typically done through a mix of online and offline channels, such as social media, email marketing, direct mail, print advertising, etc. 

Your pre-show promotion should be designed to generate interest and excitement around your exhibition. Be sure to include key details, such as the date, location, ticket prices and what visitors can expect.

Create onsite activation ideas

In addition to promoting your exhibition before the event, you will also want to have some onsite activations planned. Onsite activations are designed to engage and interact with visitors while they are at the exhibition.

Some ideas for onsite activations include product demonstrations, competitions, giveaways, live entertainment, etc. The sky’s the limit here, so get creative!

Devise a post-show follow-up plan

The final step in developing your exhibition marketing strategy is to devise a post-show follow-up plan. This includes following up with all of the leads that you generated at the exhibition.

Be sure to send a personalised email or call each lead to thank them for their interest and invite them to learn more about your product or service. This is a great opportunity to nurture your relationships and turn leads into customers.

By following these steps, you can develop an effective exhibition marketing strategy that will help you achieve your goals and ensure the success of your exhibition.

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