IMTSedu Marketing: Cool Tips
Be Aggressive in your preshow efforts
Brought to you by: Steve Miller, President - The Adventure
Question: What is the best pre-show marketing tool you can use?
Answer: Whichever one(s) works!
That may sound flip, but it's not really. There is no one size fits all pre-show tool that works 100% of the time.
We would all love to find that magic bullet that automatically gets the results we want with a push of the button, but it doesn't exist. We fell in love with email blasts because we conned ourselves into thinking they work great. They don't work great. They work okay...sometimes.
Is business easy today? No. Was it ever easy? No. And neither is pre-show marketing for IMTS. But making the effort is worth it, because (and I'm being very frank here) too many exhibitors won't make the effort. They'll take the easy route. Find a few thousand email addresses...design a pretty HTML message...click SEND...then pat themselves on the back for doing a great job.
Those companies who really succeed at IMTS are the ones who take pre-show marketing seriously. They commit to attracting the exact right customers and prospects to their booth, and use all the tools needed to make that happen. (I'll talk about those tools in coming Cool Tips.)
A wise saying goes: "Winners make a habit of doing those things losers don't want to do." Get serious about your pre-show efforts for IMTS 2012. Make the show a success BEFORE you even set your booth up.
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