Sometimes, our Houston trade show clients are apprehensive about marketing their presence at the next trade show. Some of the most common concerns they exhibit are:
- “It’s just a trade show; nobody cares that we’re going.”
- “Our customers don’t want to hear about our marketing efforts.”
- “Our customers will be unhappy that we won’t be accessible.”
These are all valid concerns, but we’re here to tell you that pre-show marketing is not only a good idea; it’s an essential one. The truth is, your customers do care that you will be at the trade show; they like to see that you are active in the industry, especially if you make it clear that you attend trade shows for reasons other than marketing. In other words, it’s important to make it clear that you attend trade shows so you can benefit from industry education. Today’s savvy consumers know that you getting ongoing industry education is the key to you serving them better.
So when marketing your presence at an upcoming trade show, be sure to tell your audience how you plan to:
- Learn new techniques that will be beneficial to them as your customers
- Attend seminars (make sure they know they will be conducted by respected leaders in your field)
- Associate yourselves with nationally recognized companies in your industry (not competitors – just leaders you will be learning from)
When you tell your audience that your presence at a trade show will benefit them, they will be supportive. You will have nothing to hide!
Of course, you don’t want to spend all your time marketing your trip to the trade show. But a week or two before, we recommend that Houston trade show attendees mention it on their social media pages – again, making sure to mention how much it will benefit the customer. You can also inform customers you meet with face-to-face that you will be there; tell them you are letting them know as a courtesy in case they have trouble reaching you for a day or two. They will appreciate the transparency.
