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I'll bet that it hasn't occurred to too many exhibitors that expo producers are marketing partners in their business. No matter what the business is.
Now that's got you thinking, doesn't it? You might be thinking that you're in the construction business and some of these expo producers don't look like they know how to find the business end of a hammer! If you asked them to get you a 2 x 4 they would go one better and hand you the keys to their old Jeep 4 x 4! Definitely not in the same business. But they're still your "marketing" partners.
The expo producers' primary responsibility to the exhibitor is to promote the event via multiple methods. They might do this via a combination of print, internet, radio and TV ads. The successful producer knows that the number of attendees can make or break an event. The higher the number of attendees, the happier the exhibitor will be and happy exhibitors will return for the next expo.
Okay, so marketing and promotion is their business but not necessarily the favorite part of your business. You can contribute to your part of the partnership by letting people know what expos you can be found at. It would be easy. Include a line about the upcoming expos or other events in your customer communications like newsletters, invoices, and even direct mail pieces. Add a list of your upcoming expos to your website. Promote your expo participation through churches and other community bulletin boards. Put a flyer up at the local coffee shop. These methods are great ways to keep your business name out in front of people all at the same time as promoting the expo.
People will do business with others they like and trust. Letting them know what events you'll be at gives them an opportunity to seek you out in a neutral environment. Now you're on your way to turning prospects into customers! No other marketing method trumps the ability to smile and shake hands with someone as the first step to creating a mutually beneficial relationship.
Partnering with the producers on expo promotion results in a well-attended event. A win-win situation for everyone!
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