Marketing experts have long known that combining multiple outreach methods will drive more leads than relying on a single tactic. As marketing has evolved in recent years, there are now more techniques than ever to create new leads. This revolution has touched all corners of the marketing world, including trade show displays and banner stands. Cutting-edge techniques have emerged to harness the power of several major strategies – without buying new banner stands or media time.

Begin With Trade Show Exhibits

From the moment you have signed up for trade show displays, exhibitions become a part of your overall strategy. It is generally unwise to have your booth be a standalone. It is better to integrate it into other campaigns that you may be running or are planning to run. There are two ways to plan the strategy: the first is to let the booth lead a new campaign, or to have the trade show exhibits be a part of an existing campaign.

The first method may be useful if you are launching a new product or a major brand overhaul. However, caution should be used when picking the event to launch such a change. You need to be certain of widespread exposure, and you should be confident of media exposure. If you change your image and no visitors know that you've changed, the campaign based off the new image may not succeed.

Consider Your Current Ads In Light Of Your Trade Show Displays

What is your present marketing strategy? Are you running media or print advertisement? To what extent are you embedded in your current brand? If you have a very clearly defined market share – or have recently created pricey new ads – you should probably avoid new advertising. Perhaps consider targeted advertising in the city where your trade show exhibits will stand out. Add something to your media that informs viewers in the target area of the upcoming event.

Leverage The Internet To Your Advantage

Banner stands and advertising cost money. The internet, on the other hand, offers powerful tools at almost zero cost. A website or web presence is easy to change, compared to the difficulty of deciding on new banner stands or paying for a new advertisement. Your web presence should mesh flawlessly with all other aspects of your strategy. It should present the current image of your brand, and it should also be a source of information for anyone interested in visiting you at the event. Don't be afraid to link to the website of the venue itself or the event website; visitors will appreciate the convenience of easy navigation.

Also be aware of social media sites like Facebook and Twitter. Ensure that your fans and followers know that you will be present at the event. Have it prominently featured on your webpage, and show potential visitors where they can buy tickets if necessary. If possible, have a map leading people directly to your booth.

Combining Different Techniques

The most important thing to consider when planning a comprehensive strategic marketing campaign is that it presents a unified message. Many companies find it helpful to brainstorm and determine one simple message that all elements of the plan must convey. Your trade show displays must present the same message that is found on your current ads. Likewise, your internet presence must say the same thing. With a unified message broadcast through the internet, the media, and in person at the event, you'll find that the different techniques become mutually beneficial and often lead to better results overall.