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Promotions Guide

There are a wide variety of promotional tools you can use before, during and after the show. This guide gives you the advantages and disadvantages of each, and lets you match the promotion to your company's marketing objectives.

PromotionAdvantageDisadvantageObjectives
Before the Show
Trade Press AdWide reach, Reaches vertical audiencesNot selective or targetedImage awareness, Product introduction, Sales
Direct MailTargeted ReachList availabilityImage awareness, Generate leads, Product introduction, Pre-schedule appointments
TelemarketingDirect contact/direct feedbackExpensive and time-consumingGenerate leads, Pre-schedule appointments, Sales
Broadcast FaxTargeted message to a targeted audienceList availabilityBuild awareness, Generate leads, Product introduction, Pre-schedule appointments
E-mail (broadcast)Targeted message to a targeted audience, Generate a dialogue before the showList availabilityBuild awareness, Generate leads, Product introduction, Pre-schedule appointments
Press Releases /editor contactInexpensive, Credible voiceLess control over type of exposurePress exposure, Image awareness, Product introduction
At the Show
BillboardsWide reachLimited locationsImage awareness, Product introduction
Airport adsEarly exposureLimited time for exposureImage awareness, Product introduction
Hotel TV adsLess competition for visibilityLimited time for exposureImage awareness, Product introduction
Mobile AdsRepeat exposureRestrictions in some cities and for some showsImage awareness, Product introduction
In-Room PromosLess competition for visibilityAdditional time and cost for distributionImage awareness, Product introduction
Hospitality eventsLess competition for visibilityCost, limited control over who shows upImage awareness, Product introduction
Show Issue trade publication adsWide reachNot targeted or selectiveImage awareness, Generate leads, Product introduction, Sales
Show Daily adsWide reach, show related editorialReadership varies from show to showImage awareness, Generate leads, Product introduction, Sales, Promote your at-show event
Hall Ads/BoardsRepeat on-site visibilityLimited choicesImage awareness, Generate leads, Product introduction
TV/ Photo opsLocal or national exposureLimited time exposure, Little control, Limited audienceImage awareness to a public audience, Generate leads, Product introduction
Press Briefings/InterviewsInexpensive press coverage, Exposure through a credible sourceLittle control, Requires additional staff to handle the pressImage awareness, Product introduction, Press coverage
Show Directory AdsOuter covers provide good exposure, Selective reachLimited availability, CostlyImage awareness, Generate leads, Product introduction, Sales
In the Exhibit
Contests, games, drawingsAbility to draw a large audienceTime-consuming, Audience too generalGenerate qualified leads, Product introduction
In-booth premiumsGenerate qualified leads, Relatively inexpensiveFrequently misused by staffGenerate leads
CelebritiesAbility to draw a large audienceAudience too generalBuild traffic
Live PresentationsAbility to draw large audiences, Ability to deliver a targeted messageCan draw too general an audience, Can lose targeted prospects if staff fails to interactBuild traffic, Product introduction

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