We’re already starting to see the NPE 2006 Globe in a lot of ads, along with booth numbers. That’s good because it helps people connect you to the event and let them know where you’ll be. The tough part is getting people to take the next step and put it in their show planner, or remember your booth number from the ad. One way to get them to take the next step is to use your advertising to promote the cool things you are doing for the show. Things like booth-inars (seminars in your booth), special events, special people, new product releases, etc. That’s at least one step better than pasting the NPE Globe on your existing ads.
But how about taking another step? What about giving people the opportunity to sign up for a booth-inar or a meeting before the event? It would help your planning and their planning, and allow you to communicate with them in the weeks leading up to the show. After all, it’s a big show and I don’t know about you, but to me, molten plastic is so exciting that I tend to lose myself for hours watching machines run (I’m not joking). But if I sign up for something and the company does a good job reminding me, I’ll be there.
Well, the next question is, “How do we get them to sign up for these things?”
One one way is to incorporate a reward into the giveaways or promotions you are already running. For example, run an online ad that asks people to sign up, with a carrot that they’ll get more chances in the drawing for the plasma TV (or whatever) if they register AND visit your booth/event.
Or how about giving away special prizes for those who register online for a booth-inar, then attend the booth-inar. Maybe everyone gets in the drawing, but only those with special certificates (that they printed out after registering) get the Free Pocket Specs for Injection Molding Book. That’s one of the things we’re doing.
You could also do a gift that you give before the show that would remind them of where you are and what they signed up for. Maybe it’s a small notebook/show planner that has your event(s) pre-penciled in. There are tons of great ideas out there, the trick is getting on your horse and riding.
I guess the bottom line is that we can all do some really creative things with our advertising to make NPE 2006 more effective. The winners will be those who turn that creativity into action to help their customers.
Your Expert
Josh Dorrell of IDES enjoys finding creative ways to help customers promote their business.
When you are dreaming up your next promotion, ad campaign, or a way to “hug your customers”, he’d be happy to help. Give Josh a call anytime to brainstorm. He promises you’ll come away with some great ideas and have fun doing it!
