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Your exhibition marketing plan should include:
- Measurable objectives
- An exhibition plan, timeline and budget
- Target audience
- Key message(s)
- Promotional campaign consisting of email and direct mail
- Website promotion
- Reasons why visitors should come to your stand
- Identification of what the visitor will achieve by visiting your exhibition stand
- Pre-show, at-show and post-show PR campaign
- Dedicated and fit for purpose lead recording system
- Stand staff selection criteria
- Stand staff training and pre-show briefing
- At-show briefings
- Exhibition literature or give-away information
- Sponsorship opportunities
- Post-show follow up procedure
- Measurement tools
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