by Claire Kerr, Kerrmunications

Claire is a marketing consultant, based in Croydon.  She advises larger companies on all aspects of marketing strategy, using marketing techniques such as social media, blogging, PR, event management, content marketing, literature and email marketing campaigns.  For smaller businesses and the self-employed, she runs one-day marketing workshops that teach business-owners the basics of conducting their own marketing using free and inexpensive methods.

There’s an old adage that says, “Build it and they will come”.  Sadly, it’s not true.  They won’t come if they don’t know about it; and they won’t know about it unless you promote it.

The organisers of We Mean Business will be promoting the exhibition in order to encourage visitors to attend, but what can you do to add to this and promote your own business and attract both existing clients and prospective customers to your stand?

Here are some ideas for you.  Of course, it may be that not all of these are relevant to you.  It will depend on your own industry and your target audience.  You know best where to “find” your existing clients and prospective customers – whether that’s on Twitter or at your local networking group.  But the more of these methods you can employ, the more likely you are to reach your audience, and reach it multiple times, giving the best possible chance for them to see your message and be enticed to visit your stand in November.

• Invitations.  Use your customer and prospect databases to invite your contacts to the show.  For the lowest cost, email is best.  Why not write to your contacts now to tell them to save the date; then send a reminder email nearer the time.  Don’t forget to include details of any special offers or promotions you’re running at the show.
• Blogging.  Write a blog piece about your presence at the exhibition, telling your readers all about what you’ll be offering or promoting.
• Your website.  Add the show’s logo (with the organisers’ permission, of course) to your website, and link through to details about your stand.
• Public relations (PR).  If you are running a competition or making a special offer on your stand, then write and send a press release to the local papers.  Find out from the organisers which press will be attending the event and send them your release.  If applicable, offer them an interview with a senior member of staff at the show itself.  If there will be a press office at the exhibition, prepare some press packs for editors.
• Networking.  Attend any pre- or post- exhibition get-togethers and social events, plus the networking events taking place during the show.  And don’t forget to mention you’ll be exhibiting at any other business networking you go to.
• Leaflets.  Have some leaflets printed, promoting your attendance at the exhibition, and highlighting any special offers.  You can pay for the Royal Mail or a leafleting company to have these distributed to local businesses for you, or why not employ some teenagers you know to do it while they’re on school holidays.  Or you could put leaflets round at local networking events.
• Social media:
  • Twitter.  Firstly, make sure you are following the official account for the show – @fsbwemeanbiz – as it will be followed by prospective visitors too.  You can then follow the show’s followers, and start to engage with prospective visitors and other exhibitors.  And tweet every so often about the show, saying you will be attending, using a recognisable hashtag.
  • Facebook.  “Like” the show’s official Facebook page and join in the conversations on the page’s wall.  On you business page, add links to content about the show, such as your own blog pieces and news on the show website.
  • LinkedIn.  There’s a LinkedIn group you can join where you can post your own promotions and join the discussions.  Via your personal LinkedIn profile, promote occasionally that you are exhibiting at We Mean Business.

  • Other social media.  If your prospects and customers can also be found on other social media such as Google+, YouTube, SlideShare, Scribd, and Flickr, for example, then create content such as videos, photos, documents, presentations and articles and post them on these social media too.

• Other.  Check with the organisers whether there are any advertising opportunities – perhaps advertising on the website, or in a show programme, or sponsoring a leaflet, and so on.

Other articles in this series:

Article 1 – How to plan effectively so that We Mean Business is a great success for you