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Cross-Promoting With Other Exhibitors
How to increase your trade show exposure through co-marketing
volume #1, article #6
By Dianne Smirl, CME-Designate
Attendees at today’s trade shows are more focused and better educated than ever. Your target customer has likely studied the floor plan, highlighted the exhibitors of interest to them and developed a plan of attack. If there’s any time left after they’ve visited all the booths on their list, they might wander the show floor. Or they might call it a day. What if your company isn’t on the hit list? How do you increase your chances of exposing your offerings to your target audience? The answer is cross-promotion.
Be Two Places, Or More, At Once
Cross-promoting with other exhibitors expands your presence on the trade show floor beyond the parameters of your own booth – and immediately ups your odds of reaching your target audience. Companies don’t exhibit in Microsoft’s Partner Pavilion because they like giving Bill Gates their money. They know that, by aligning themselves with a proven exhibitor draw like Microsoft, they are dramatically increasing their exposure.
Pick Your Partner Carefully
Before you select a cross promotion partner, ensure that their products or services have a complementary appeal. Initiate a detailed discussion about the relationship. Will this other company actively promote your business, or simply hang your sign in the back corner of their booth? Expectations must be mutually understood and agreed upon.
Take The Time To Get Acquainted
Trade show staff at your partner booth should have a good basic knowledge of your products or services, understand how your offerings complement and enhance their own, and be able to explain that synergy to clients. In turn, you must be willing to learn about their offerings, and your staffers must be able to communicate the joint value proposition.
Don't Be Afraid To Make The First Move
The best place to source possible co-marketing partners is at the trade show where you are currently exhibiting. You’re bound to find at least one good candidate for a cross-promotion venture. On the last day of the show, take a walk around. Find out what other companies are doing and consider whether your two businesses could benefit from a relationship. Be up front with exhibitors about the purpose of your visit, and never take booth staff away from a potential client. Microsoft, IBM and other technology giants have embraced co-marketing as an integral strategy for business development. They know that the more partners they have in business, the more customers they reach.
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