If you simply set up your trade show booth and collect business cards or scan badges of everybody coming by, you’ll get a lot of leads, but they won’t be very good leads. Sure, you might get a hot prospect or two, but you’ll burn through a lot of suspects along the way. Can you afford to spend that time?
Worse yet, you’ll miss those list-building attendees who never even made it to your part of the show floor.
The secret to generating higher-quality leads – as with any form of successful marketing – is to offer a highly relevant message to a highly targeted audience.
That starts with a creative message that compels your target audience to learn more about you. Ask a provocative question, make a challenging statement or suggest a different reality. But make sure to let your audience know that you understand their situation and have a solution that solves their problem. Remember, however, your goal with pre-show marketing is to earn a spot on the attendee’s must-see list. Nothing more. It’s not the time to share your company’s history, list every feature, share prices or ask for the sale.
Click here to read the entire article