Marketing 101 for Tradeshows

07/30/2012 — Scott Frederick

The following blog post is being published compliments of Christine Christman. She has worked in the trade show industry since 1981.  As the first staff writer for Exhibitor Magazine she helped develop the research standards and editorial format that is still in use today.  Christine has published hundreds of articles and three books on trade show exhibits. Now What? eGuide for Trade Show Exhibitors is Christine's new online resource for anyone who markets products at trade shows.

Many people exhibit at tradeshows who have little to no previous experience in marketing, and make it work.  They're known as unconscious competents.  Those people who have an intuitive sense about marketing and getting their products out to the public - mostly entrepreneurs.  They don't know exactly WHY it worked, but they were successful.

Then there are the folks who get "invited" by a boss or new job description to take on the trade show function in an organization.  These might be people who are good at details, good at selling, or in some other area that managers see as a good fit for trade shows.  And they make it work, too.

Unfortunately, what can be missing for these folks is some simple marketing background that could launch a trade show program into a strategic marketing tool rather than just a one-time event. 

If you're interested in getting up to speed on some basic marketing concepts, take five minutes for each of the free videos here.  You'll learn about how the lifecycle stage of your product, as well as your intended positioning in the marketplace can influence key decisions about trade show participation.  These concepts are part of Module A Create a Plan and Select the Best Shows.

A2 Chalk Talk Video on Product Lifecycle Stages and Trade Show Marketing

A3 ChalkTalk Video Product/Price Position and Trade Show Marketing 

Check out Christine's website (tradeshowexhibitor.net) for more awesome marketing and tradeshow tools. And when you're ready for tradeshow shipping, be sure to check in with PartnerShip for a free, no-obligation rate quote, affordable rates, and guaranteed delivery.