After all these years I’m still somewhat surprised at the number of first-time SHOT Show exhibitors who come to the show with the expectation that “If I exhibit, they will come.” But as seasoned trade show veterans know, it’s the work you put in during the months leading up to show that determine your success or failure.
Start by establishing your one or two key objectives or outcomes for your participation in the SHOT Show, such as generate 300 qualified leads for your sales force or write 75 orders for your new product introduction or get your new product featured in six hunting or shooting publications. Once you establish your objectives, use all the tools available exclusively to SHOT Show exhibitors through the Exhibitor Resource Center on the show website.
Here are 13 ways to boost your ROI at the 2012 SHOT Show:
1. Showcase a new product in the New Product Center. Buyers and media alike visit theNewProductCenter to get a feel for industry trends and emerging categories.
2. Offer your customers a SHOT Show-only special—special pricing, special terms, free goods, etc. that they can only get at the SHOT Show.
3. Place an ad in the SHOT Show Directory, SHOT Daily and/or pre-show Tracker to increase your visibility and floor traffic in your booth.
4. Sponsor a visibility amenity at SHOT Show to build brand awareness and create a splash on premises.
5. Post your press releases and new product announcements on the Exhibitor Press Release feature in the media section of the SHOT Show web site.
6. Use the “Invite a Customer” feature by logging into the Exhibitor Dashboard. Use it to connect with attendees about your new product introductions and invite buyers to visit your booth.
7. Rent the SHOT Show media list by logging into the Exhibitor Dashboard and invite press to visit your booth. Offer some story ideas involving your product or service that may interest their readers.
8. Promote your SHOT Show participation on your company’s website and social media platforms such as Twitter, Facebook, Foursquare and Linkedin.
9. Use the official #shotshow hashtag on all Twitter communications so that anyone following the SHOT Show on Twitter will be exposed to your tweets as well.
10. Film product demonstrations at your booth, post them on YouTube and share them via social networks.
11. Reserve a press kit bin in the NSSF Press Room to make your materials available to the more than 2,000 media members that will attend the 2012 SHOT Show.
12. Include a QR code to your booth signage and promotional materials. Your pre-show ads might include a QR code that invites the reader to visit your booth.
13. Promote a contest/giveaway during the show through Twitter or Facebook. Let’s face it, people love free stuff.