Pre-Show Self-Promotion
How does pre-show self-promotion drive engagement, leads, sales and profits?
Your direct event related investments start with your booth space. But, they can also include options like sponsorships, show guide advertising and event website advertising. In addition to any of those items, you need to self-promote in a focused fashion to maximize your ROI.
The event is responsible for driving awareness of the event to a demographically and geographically well-matched slice of the population.
YOU are responsible for making sure YOUR company’s circle of influence is well aware that YOUR company will be at the event. You are competing for attention. So, the more people know you’re going to be there before they arrive, the more engagement you will get from the show.
What are the best practices to self-promote your presence in an upcoming event?
Depending on your available budget, some of these techniques will be more or less available for you to consider. But, act on those you can and you will see enhanced event performance.
The key point of pre-show self-promotion is to arm YOUR existing circle of influence with knowledge of:
• Your participation
• Booth location
• Show specials
• In-show prize drawing
• New products or services
Self-promotion checklist:
• Include event tagging in any existing media you’re already buying with or without increasing your budget
• Submit any newsworthy announcements to local newspapers and media for consideration
• Send a “Come See Us” email campaign to past customers and separately to unsold prospects with different messages that speak to the needs of each group
• Add or update an “Upcoming Events” page on your website
• Have an employee or family member call your contacts with a personal invitation to come see you
• Post on social media. Boost your posts if budget allows
• Create your own social media posts and ask the event for key graphics such as event logo
• Put a sign in your store’s front window and at other locations that you frequent
Building your circle of influence:
• Digitize past customer and prospect contact info into a spreadsheet or CRM to allow easy emailing, texting, & calling
• Flag each of these groups so that you can tailor your message appropriately
• Use any online contact form entries or in-show drawing entries to add to your list for the next event
• Ask your current list members to help with referrals and then enter those folks into your list
These lists are subject to change as I get feedback from recipients. I will update the webpage as needed. If you have any additional ideas, please share them back with me for all of us to benefit from.
Your direct event related investments start with your booth space. But, they can also include options like sponsorships, show guide advertising and event website advertising. In addition to any of those items, you need to self-promote in a focused fashion to maximize your ROI.
The event is responsible for driving awareness of the event to a demographically and geographically well-matched slice of the population.
YOU are responsible for making sure YOUR company’s circle of influence is well aware that YOUR company will be at the event. You are competing for attention. So, the more people know you’re going to be there before they arrive, the more engagement you will get from the show.
What are the best practices to self-promote your presence in an upcoming event?
Depending on your available budget, some of these techniques will be more or less available for you to consider. But, act on those you can and you will see enhanced event performance.
The key point of pre-show self-promotion is to arm YOUR existing circle of influence with knowledge of:
• Your participation
• Booth location
• Show specials
• In-show prize drawing
• New products or services
Self-promotion checklist:
• Include event tagging in any existing media you’re already buying with or without increasing your budget
• Submit any newsworthy announcements to local newspapers and media for consideration
• Send a “Come See Us” email campaign to past customers and separately to unsold prospects with different messages that speak to the needs of each group
• Add or update an “Upcoming Events” page on your website
• Have an employee or family member call your contacts with a personal invitation to come see you
• Post on social media. Boost your posts if budget allows
• Create your own social media posts and ask the event for key graphics such as event logo
• Put a sign in your store’s front window and at other locations that you frequent
Building your circle of influence:
• Digitize past customer and prospect contact info into a spreadsheet or CRM to allow easy emailing, texting, & calling
• Flag each of these groups so that you can tailor your message appropriately
• Use any online contact form entries or in-show drawing entries to add to your list for the next event
• Ask your current list members to help with referrals and then enter those folks into your list
These lists are subject to change as I get feedback from recipients. I will update the webpage as needed. If you have any additional ideas, please share them back with me for all of us to benefit from.