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Pre-Show Marketing IF YOU ASK THEM, THEY WILL COME! Seventy-six percent of trade show attendees decide before they leave for the show which displays they will visit. Many of these decisions are based on the information or invitations provided by exhibitors. This means your efforts can have a tremendous impact on your trade show performance. Give your company the competitive edge by alerting current and prospective customers about your WSA show participation.
Don't underestimate the power of in-house promotion. Encourage staff members to spread the word about your participation to current and potential customers by personally inviting them to your booth. Word of mouth is the most important source of information attendees use when selecting shows to attend. Verbal invitations indicate a high level of personal service and are looked upon favorably by prospects. LEAVE SOME TIME There are new customers looking for you and your product. Leave some time available to meet with new retailers and introduce your brand to them. ADVERTISE WSA offers you more ways to maximize your investment before, during and after the Show. Increase your visibility and give buyers every opportunity to experience your products at your booth, online or in print. Pre-Show
During the Show
Post-Show
For more information regarding advertising opportunities, both in print and online, please contact [email protected]. USE DIRECT MAIL Direct mail can be a very effective promotion to increase booth traffic and produce sales leads. Don't assume that one mailing will be enough to spark interest in prospects. Studies show that it takes at least three mailings to make a lasting impression with a prospect.* In addition, multiple mailings will establish your company as a major force in the industry and will drive home the point that your exhibit is worth seeing. A pre-registered attendee list is available for rental.
* Center for Exhibition Industry Research. ANNOUNCEMENT CARDS/Invite-A-Buyer (Coming Soon) WSA offers announcement cards free of charge for exhibitors to mail to their customers. These cards are a quick and easy way to invite your customers to the Show and direct them to your booth. You will receive these cards in the mail upon request. Click here to order WSA announcement cards/invite-a-buyer. (Coming Soon)
On-site marketing effectively generates booth traffic and promote your company's prominence and commitment to the footwear and accessories marketplace. In addition, you'll get extra mileage from your marketing dollars through mentions in the show's promotional materials. For more information, please contact Lisa Heitner at 818.464.2353 or [email protected]. MAKE YOUR BOOTH "EVENT-FULL" Stand out from the crowd by organizing an event at your booth. Transform your exhibit from ho-hum to exciting with fashion shows, celebrity autograph signings, raffles, visitor competitions, giveaways or presentations.
MAKE THE MOST OF YOUR EXHIBIT One of the most effective ways to grab attention is your booth itself. Your exhibit design should transmit your marketing message to the attendee in a few seconds and should generate interest for additional information. From there, your staff should have a thorough understanding of your products and how to present them.
MEET THE PRESS—BE PROACTIVE AND PLAN AHEAD WSA works hard to get the most exposure and media coverage we can for our show exhibitors. We are securing press coverage from both local and national media outlets and are looking forward to receiving great press this year! Below are a few tips on how to deal most effectively with the industry press in order to obtain maximum exposure and secure news coverage for your company while exhibiting at WSA. Arrange Press Interviews Everyone wants attention from the press, but most are not proactive about getting it. Let them know about you before they get to the Show. To gain news coverage or news briefs in post-show issues of the industry publications, we suggest arranging press interviews in your booth for general information purposes, follow-up to a recently announced product, or for a "hot product" showing. Call ahead and set an appointment! The press should be contacted well in advance of the show to schedule a meeting, since their calendars are usually full by the week prior to the show. Press Kit Tell your story! Exhibitors are encouraged to display their information kits in the Press Room for easy access by the media. Access is restricted to accredited members of the working press. Up to 25 kits may be placed in the Press Room. Press Lists WSA press list will be available to all exhibitors prior to the Show. You may request the press list by sending an e-mail to [email protected].
Pursuing Show News Coverage To encourage inclusion in any articles that will be written about the WSA show we suggest issuing a press release summarizing your participation in the show (e.g. new product announcements, new product demonstrations, booth activities, sponsorship events, conference and keynote participation, etc.). If you are unable to announce your news before the show, you should still distribute news releases to your media contacts during or following the show. (HINT: Giveaways are always a great way to make the press remember your booth and your company or service.) |
BUILD YOUR PROMOTIONAL EFFORTS FROM THE INSIDE OUT
EXPLORE ON-SITE MARKETING OPPORTUNITIES