EXPO PR Questions?
If you have questions regarding EXPO PR support, or need additional information or assistance in promoting your presence at the EXPO, please contact Lauren Wilson at
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or 202-289-2001. We look forward to helping you enjoy a successful EXPO 2008.
Marketing Tools for Reaching Your Customers
Your exhibit at EXPO 2008 is an investment in the future success of your business. Participating in the EXPO can garner enough sales and leads to fuel your company for many months to come.
Make sure your clients and all possible prospects put your booth on their "must see" list. It all starts with strategies you implement NOW to promote your presence on the exhibit floor!
APTA is committed to helping you build a successful marketing strategy by offering a variety of effective turn-key tools outlined below.
Check out these tools to help maximize outreach to your clients:
- EXPO Priority Pass - Last call for orders is July 21! Use your free EXPO VIP direct mail Priority Passes to invite clients and prospects to your booth.
- EXPO Matchmaking Service - This free search engine brings buyers and sellers together, and will help you develop an effective show attendance strategy to maximize your time on the exhibit floor.
- Sponsorship Opportunities - Enhance your company's visibility, image and brand awareness by taking advantage of high-impact promotions.
Exhibitor Public Relations Tool Kit
Below is some information to help you get started on your public relations efforts. The kit includes:
Online Media Room
The online media room has launched and is available here. This area is designed to keep reporters informed of all EXPO 2008 news and activities, including exhibitor news and links to your websites. EXPO is currently seeking ideas from exhibitors regarding newsworthy innovations or services - in particular, EXPO 2008 will focus attention on new technologies and trends in the sustainability, safety and security arenas. Please email your news, announcements and story ideas to Lauren Wilson at
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.
40 Little Tips to Help You Make a BIG Impact
Promotion - Direct Mail:
- Send invitations to prospects and customers.
- Use a qualified mailing list and first-class mail.
- Consider e-mail invitations in place of mass mailings.
- Use show logos on all correspondence.
- Have a postage meter imprinted with your booth number and show name.
- Have envelopes printed with special message/teaser.
- Use odd-sized promotional pieces and bold colors (stock and/or ink) and have a theme, keeping your message short, sweet and simple.
- Create a three-part mailing and consider different mailings for different target audiences.
- Use color postcards - people always read them!
- Enclose promotional pieces in everything you mail (e.g., invoices).
- Increase your credibility as an expert in your industry and post informational articles on your Web site.
- Maximize exhibitor-to-exhibitor show hours. Scan the on-site program to see which other exhibitors might be a source of business for you.
Promotion - Advertising & PR
- Investigate what promotional activities APTA is planning and take advantage of their promotional materials.
- Advertise in the show program.
- Add a banner to existing advertising with your booth number.
- Investigate Web site linking opportunities with show management and use your own Web site to advertise your show participation.
- Use an e-newsletter to promote your show participation.
- Consider nicer giveaway items for key prospects/customers.
- Reprint product/service application articles for handouts.
- Produce newsworthy press kits, and include interesting action photos.
- Investigate opportunities to conduct seminars/workshops.
- Conduct market research, send out a survey and invite visitors to return it to the booth completed in exchange for a giveaway.
- Promote your business with phone cards. Have your logo on the front and a pre-recorded message when prospects use the card.
- Encourage attendee participation by wearing large "ask me" buttons.
Booth Etiquette - Do's
- Choose people-oriented staffers who are good company ambassadors.
- Enforce the 80/20 rule: 80% listening; 20% talking.
- Conduct a pre-show meeting.
- Train representatives to effectively qualify prospects and show them how to demonstrate your products or services.
- Establish a suitable dress code and wear comfortable shoes.
- Wear your nametag on the upper right.
- Prepare 3-6 engaging questions. Ask open-ended questions that stimulate thought and encourage relevant conversation.
- Determine the prospect's needs and investigate what created their interest/need.
- Find out what particular problems exist and relate your product/service to their needs.
- Keep the booth clean and tidy.
- Let prospects know how your products/services compare with the competition.
- Anticipate questions.
- Get some qualifying information in exchange for a giveaway item.
- Use premiums as a "thank you for stopping by" giveaway.
- Close the interaction by communicating your follow-up action plan.
- Conduct a debriefing session at the end of each day.
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