15 Beer Budget Event Marketing Tips for Small Businesses

By Sharron Senter

Are you planning an event or participating in a trade show any time soon? If so, consider the following 15 low-cost marketing tactics before mailing your payment.

Event Marketing Tactic #1 -- Is the purchase decision-maker attending the event? Are you certain? Let's say you sell gifts that help increase employee moral and you're considering exhibiting at the National Association of Human Resources annual conference. Is your decision-maker attending? Who attends this event -- HR directors, managers or VPs? Perhaps all, or a small percentage of all three attend. If your decision-maker is a human resources director, then you'll want to make sure the event management company can provide you statistics supporting what percentage of the participants have director-level titles. You need to drill down to your target audience. It's not good enough to say that it's a human resources related event; rather, is the job title you're targeting attending? And if so, what percentage of the attendees hold this title? I recommend at least 50-60% before spending any money.

Event Marketing Tactic #2 -- What value-added benefits is the venue [trade show organizer] making available to your business? Will they allow you access to the attendee mailing list so you can implement a premailing promoting your one-day trade show special, as well as the location of your booth? Well organized events, at minimum, provide a list of attendees after the event so exhibitors can follow up. More organized events provide participant contact information BEFORE the event as well as after. Other value-added benefits to inquire about include: being included in participant email distributions promoting the event, as well as an advertisement in the event show guide. Many venues today charge for all that I've mentioned. If they do, then try to negotiate them as value-added. If the sales rep. is having a difficult time selling booth space, she may be able to get you more value-added marketing tools in order to close your sale.

Event Marketing Tactic #3 -- How many participants will attend the event? This is an important question, since you want to be sure you're getting the exposure you desire. However, it's more important to know who is attending the event. Yes you want traffic, but more importantly, you want qualified traffic. Target your event qualifying questions around the "who?," instead of the "how many?."

Event Marketing Tactic #4 -- Should you exhibit inside or out? If you're contemplating participating in one of five events, then select the event that best matches your target audience, followed by an inside event. I'm not saying don't participate in outside events. Rather, when you select an inside event you automatically assume control over the weather and temperature. Frankly, participating in events is exhausting. Imagine how much more tiring it would be while sitting in the rain.

Event Marketing Tactic #5 -- Giveaways should be relevant to your business. Don't give something away for free just for the heck of it. Who cares if you collect 10,000 names because you ran a really cool promotion giving away a free 48" TV. If you're a personal chef, what does a TV have to do with your business? Nothing! [Unless you're Emeril.] Therefore, you've just collected 10,000 NON-qualified leads. Instead, as a personal chef you could try, "Sign up to receive our special report,"How to Live Like the Rich; Tips to Hire an Affordable Personal Chef." One can assume the majority of business cards deposited in your fish bowl have an interest in personal chefs.

Event Marketing Tactic #6 -- Location, location, location. If prospects can't see you, then you're wasting your time. Don't be fooled into purchasing a cheap booth at a last-minute special, such as "One booth remaining at 50% off." Chances are no one will be visiting you, since your booth will be tucked away hidden from all eyes. The most ideal locations are found at the entryway to the event and near the pathway to the food stations and restrooms. Corner booths between major walk-throughs are ideal.

Event Marketing Tactic #7 -- Some of your most qualified event leads come from networking with other exhibitors. Therefore, secure the exhibitors' list several days before your event. At minimum, you want to know what competitors will be there so you can mystery shop. What's more, you want a plan outlining what exhibitors you plan to approach to either pitch your services, or secure an informal partnership. Prepare your plan and your sales-spin before the big day!

Event Marketing Tactic #8 -- Would you like to participate in more events but don't have the budget? Try approaching complementary exhibitors and ask if they'd be interested in sharing booth space with you. Split the costs. Moreover, you can cover for each other when you need a break. Or, look around for hidden advertising money. If you're a distributor, perhaps you've accrued MDF funds [Market Development Funds] a.k.a. advertising coop money, unbeknownst to you. Many companies will allow resellers to spend MDF funds to pay for event booth fees.

Event Marketing Tactic #9 -- Most trade shows and similar functions will not allow financial transactions during the event. Therefore, back into the transaction by allowing prospects who want to purchase to be able to complete a detailed customer profile with credit card information. Tell them you'll process their order the day after the event and deliver it ASAP.

Event Marketing Tactic #10 -- You must be proficient at collecting leads. After all, it's why you're exhibiting. Be sure to have a brief and professional looking information collection card, the headline could read, "Customer Information Card. Please Print. We will not distribute your information." Attach the card and pen to a clipboard and include the following entries: First Name, Last Name, Title, Business Name, Business Type, Address One, Address Two, City, State, Zip, Phone Number. On a separate line ask specific permission for the email address. The line could read, "Would you like to receive our monthly product sales announcements by email?" Include a YES checkbox and a line for the email address. At the bottom include a "Special Requests" section whereby your prospect can write in whatever special product/service needs she has. Finally, at the very bottom include the following question, "Would you like us to contact you about [insert your product/services]?" include a YES checkbox.

Event Marketing Tactic #11 -- Should you exhibit at an event because your competition is there? I go back and forth on the answer to this. However, I will say that it's an enormous pet peeve of mine when a sales rep says, "I only have a couple booths remaining. You know, your ABC and XYZ competition are going to be there." Frankly, if you have small budgets, I recommend you stay away from where your competitors are. It's difficult enough distinguishing ourselves from our competition, never mind being located directly across from a competitor and having a prospect look at you and point at your competitor and say, "How are you different from him?" However there are exceptions. For example, if you sell unique handbags and there's a trade show that vendors/distributors attend to select suppliers for the year, then by all means you should be there. At minimum, select a booth location where your competition isn't adjacent to you.

Event Marketing Tactic #12 -- Save yourself a lot of time and only approach event passersby who make eye contact. People who don't look at you or your booth are not looking for a reason. Remember, you can only speak to so many people at an event, therefore utilize your precious time wisely. Target those who make eye contact.

Event Marketing Tactic #13 -- Make sure you're allowed to display signs, posters, banners, etc. Treat your signs as miniature billboards. No more than six words and make sure it can be read from at least 10' away.

Event Marketing Tactic #14 -- Don't pay full price. Remember, almost everything in life is negotiable, including booth fees. Always ask for a price reduction; you'll be pleasantly surprised. Printed advertising and/or booth fees are just a starting point for negotiations.

Event Marketing Tactic #15 -- Put your follow-up plan in place BEFORE your event. If you do not have a follow-up plan, then you're wasting your time. Most of your sales will come after your event. At minimum, your plan could consist of a "Nice to Meet You Note with a Special Trade Show follow-up offer," and adding your new prospect to your quarterly postal newsletter.

P.S.....Stand up, don't chew gum and try not to talk too much to the other people working your booth. The latter makes you appear unapproachable. Finally, your attire should be slightly better than what you believe attendees will be wearing. For example, if you're attending an event whereby most of the attendees are engineers, don't wear a three-piece suit!

About The Author
Sharron Senter is a New England-based marketing consultant, speaker, writer and founder of Senter & Associates, a marketing communications firm that helps small businesses deploy affordable online and offline marketing strategies. Sharron is well known for her free weekly emailed marketing tips, found at http://www.sharronsenter.com/fmt.htm. She's also the author of several marketing reports that illustrate affordable ways to grow a small or home-based business while spending very little, including “A Secret Marketing Weapon, How to Submit Expert Articles Online & Drive Qualified Leads to Your Inbox."

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