Four Ways to Ensure Your Small Trade Show Ad Packs a Big Punch
Open any trade show program and look at the ads. Or, walk the aisles and look at the banners. Depending on the size of the show, you’ll see columns wrapped with ads, escalator handrails featuring logos and event coffee cup sleeves boasting booth numbers. So why do some companies ingeniously make these spaces work, while others end up incurring a huge expense, with little return?
Two things: forethought and copywriting.
But who has time for that? Use the tips below to quickly and easily create ads that will pay for themselves in relevant leads and contribute to an overall return on investment for your trade show booth:
Turn that previous email message into: Industry and product insight on tap: meet John Smith, CEO of Our Company, in Booth# 100!
Turn a non-sales centric ad into: THANK YOU to all the participants who helped make this year’s event possible. Go to www.OurCompany.com to learn more about events like this one and other industry resources.
You can’t be too hard on ads that make this mistake; it’s only human nature that we want to talk about ourselves and our achievements, especially if the business is family-owned or built from the ground up. Unfortunately, this phenomenon also applies to buyers. Attendees want to know, “What’s in it for me?” Your headline should answer that question.
So you’ve translated your value proposition, but your message still doesn’t help you stand out from your competitors? Read Scott McKelvey’s blog on why going beyond the first translation is important and how to do it.