1. What are your advertising goals?

  • Develop or support a distinctive impression of your organization.
  • Maintain contact with major target groups.
  • Show your organization’s capabilities.
  • Generate inquiries for more information.
  • Obtain feedback for evaluating future strategies.
  • Recruit personnel.

2. Who are you targeting?

3. What is your message?

4. What message would entice your customer/prospect to visit your booth?

5. What are the benefits you want to emphasize?

6. What’s your advertising budget?

7. Where will the advertisement appear?

8. Where can you advertise pre-show?

  • Trade/industry publications
  • Association newsletters
  • Local publications
  • Local radio/television
  • Billboards
  • Transit advertising
  • Websites

9. Where can you advertise at-show?

  • Show catalogs
  • Daily show publications
  • Airport billboards/electronic message boards
  • City billboards
  • Pocket planners (e.g., city maps/guides)
  • Taxicabs
  • Transit advertising
  • Hotel closed-circuit TV
  • Hotel – on/under room door promotion
  • Kiosks/billboards/electronic message boards in show hall
  • Balloons
  • Cross promotional opportunities with other exhibitors

10. What method will you use to track and evaluate your advertising response?

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.

Website: www.thetradeshowcoach.com