10 Beer Budget Event Marketing Tips

Are you planning an event or participating in a trade show any time soon? If so, consider the following 10 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.

Event Marketing Tactic #3 -- Target your event qualifying questions around the "who?," instead of the "how many?."

Event Marketing Tactic #4 -- 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 #5 -- 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 #6 -- 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 intend 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 #7 -- 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 #8 -- 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 #9 -- 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 #10 -- 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.

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 and home-based businesses deploy low-cost online and offline marketing strategies. She's well known for her free weekly emailed marketing tips found at http://www.sharronsenter.com

---

Loan Officer Marketing ? How Branding Shapes Your Prospects Perceptions

Social scientists have proven that people experience what they come... Read More

Top 5 Kick Butt Marketing Requirements

Cinch your success with 8-second leaders! Step into the saddle... Read More

Marketing Through Associations

©2004 Jeffrey DobkinIf you're in direct marketing, you're continually looking... Read More

Self-Promotion on a Zero Budget

Recently, I've received a few e-mails from people asking me... Read More

The 30 Incredible Ways To Sell Your Products Now and Sell More

How to sell more and sell quickly online for your... Read More

PowerPositioning: WillYouAcceptThisRose.com

Positioning is a powerful concept in marketing. To illustrate, have... Read More

Data Map Charting for Mobile Businesses

As we study the demographic regional variations for small service... Read More

Business Postcard Marketing: 35 Ways to Use It

Postcards are an effective way for many business owners and... Read More

Marketing Success Defined

How do you personally define success? High income? Substantial net... Read More

Cook Up Something Special: How To Create A WOW Experience For Your Clients

My niece recently graduated from high school, and my family... Read More

Target Marketing: The Bell Curve

Finally, Something You Learned In Math Class Makes Sense In... Read More

Nine Must-Do Positioning Steps

Every professional or consultant knows that clients typically hire people... Read More

Trade Show Exhibit Booth ? 7 Tips to Improve Yours

Once you have decided to participate in a trade show,... Read More

A Quick Guide To Finding Reciprocal Links

Trading reciprocal links is one of the best ways to... Read More

FREE Means MORE Business

Why give freebies?We have all seen freebies at trade shows... Read More

When You Need More Than Magic To Keep Your Marketing Going

It is easy to focus on what remains outstanding and... Read More

Consumer Thinking And Search Marketing

12/20/04According to a recent article by ComScore Networks, about three-quarters... Read More

Get Results: Start with Your Marketing Message and Objective

Recently I was talking with a very bright traditional marketer... Read More

Small Business Marketing Tip - Focus on a Niche or Target Market

I think selling and marketing today often feels a bit... Read More

Mortgage Marketing - How to Find Your Niche

Ann Landers, Dr. Phil and Roger Ebert take pleasure in... Read More

Calling All Carbon-Based Lifeforms

Many businesses want to market to all carbon-based life forms.... Read More

30-Minute Marketing

Marketing your small business takes tons of time, years of... Read More

Guerilla Marketing Lesson 2: Why Do People Call Me?

Before we begin, I want you to think about how... Read More

Time for A Marketing Tune-up

If you have been in business any length of time,... Read More

Mortgage Broker Marketing - Sell Problems, Not Solutions

Are your marketing messages to Realtors® guilty of these promises?-... Read More

Send Postcards To Save Money and Cut Through E-mail Clutter

Use your computer to send personalized color postcards in quantities... Read More

4 Steps To Increase Your Job Sign Marketing

It's no secret that using a job site sign can... Read More

6 Things I Know About Postcards That You Don?t

In my plethora of experience tucked away between these ears,... Read More

Is It Time To Revisit Your Marketing Strategy?

Small & Mid Sized Business owners, have you revisited your... Read More

How to Use Flyers to Increase Your Business

What benefits will you get from flyers?Flyers are much different... Read More

7 Marketing Lessons I Learned From the Muscleheads at Golds Gym

Can I share a secret with you?I love working out.... Read More

How Much Is Your Popcorn Worth? Powerful Lessons In Marketing & The Psychology Of Selling - Part 3

To read the beginning of this special report, you can... Read More

The Information Publishers Secret Resource Guide To Blow Customers Away!

Have you ever heard the saying, "Give and you shall... Read More