Trade Show Materials and Promotions

If the Company is going to attend a major industry trade show, think about doing a trade show promotion. Marcus can provide trade show booth design and graphics. We will show you how to get more value from your trade show investment by using public relations, creating a reason for attendees to visit your booth before the show and build traffic during the show.

Marketing communications made a difference for this engineering company.

When one of our clients wanted to introduce their product to a new market they exhibited at the major trade show reaching that market.   Two product managers and one salesperson sent five days at the show. Their time plus the costs for the show, the booth, transportation, meals, hotel etc. resulted in a total of eight inquiries received from the show.

“ZERO to $6,000,000 in sales in three years.”

Marcus was called in by the CEO and we developed an integrated trade show promotion for the next year. The first tool in the plan involved doing research to develop a profile of the buyer and buying influences for this product in this marketplace. We learned in this municipal market there were multiple buying influences, 50% were women, and the sales cycle was longer than expected. What had worked before in the oil & gas industry would not work in this market.

Once we knew who we were talking to, a character representing the process was developed. This character became the spokesperson for the process. A pre-show ad, mailer, on site contest, sales brochure and post-show follow-up were done. The result was 451 leads that first year.       

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