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Pre-show marketing Step 4
Pre-show marketing prompts people to visit your exhibit area, to talk with you, and to view your products and services. A key difference between the average tradeshow exhibitor and the Tradeshow Superstar is that the Superstar uses effective pre-show marketing to increase both the quantity and quality of visitors to their booth. Your best results will come from people you invite, rather than the hundreds or thousands of people roaming the tradeshow exhibit area. When I work with clients, I have them use a 6-step process to ensure that their pre-show marketing efforts will be successful. Step 4. Give the target audience a reason to visit your booth. Without a compelling reason to visit your booth, your target audience will not come. A major telecommunication company once sent out a very high-priced invitation to the CEOs attending a tradeshow. The most compelling reason they gave in their invitation was that they were going to be largest exhibitor at the tradeshow. Their results were, to put it nicely, dismal. The more precise you can define your target audience, the more success you will have in developing a successful pre-show marketing campaign. From "How To Be A Tradeshow Superstar" by Michael T. Curtiss, CEO Thunderbird International Group For additional information on how to be a more successful tradeshow exhibitor go to TradeshowMentors.com
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