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How to Use the Web to
Boost Trade Show Traffic & Profit

 by: Dick Wheeler

As soon as you make the decision to exhibit at a trade show, you have
the opportunity to promote your company's website, increase your
visibility on the Internet, and also use the Internet to sell your
products or services.

Clients who plan to attend a trade show often want to know the
techniques of maximizing their trade show appearance on the Internet.
Your trade show exhibit marketing efforts can definitely benefit from
increased traffic to your website. By using the Internet you add
another dimension to your trade show display before, during and after
the trade show.

What are the ways the Internet can increase your trade show marketing
 efforts? Here's an idea for your website visibility:

By promptly posting your trade show attendance on a separate trade
show web page on your company's website, you gain increased visibility
due to search engines crawling your website for news of a specific
trade show.

By putting a page on your web site with information such as your
booth number, a map of the trade show floor, a picture of your booth,
you will gain traffic by making it easier for your prospects and
clients to find you. If your page is online early enough, at least two
months or even better four months before the show you'll attract
additional traffic, as the search engines will crawl and index your
new show page and return the link to a search like "CES XYZ Company".

Post your news on a separate web page on your website ideally four
months prior to the tradeshow to give the search engines time to crawl
your website. Some companies merely provide a link from their website
home page directly to the website of the trade show. They miss the
opportunity to promote their company's website and provide information
 to the website visitor.

A better way to go is to make a trade show reference on your website
such as: "We're exhibiting at the Consumer Electronics Show in January
2006. Click here for details." This link would open a new web page in
a new window giving full details with company contacts. Search
Engines will give your company web page a higher ranking when
searching for the specific trade show where you plan to exhibit. If
this page is constructed appropriately, then it can itself be highly
ranked in a search for "Consumer Electronics Show" (CES). So when
business executives search for the CES Show, your company trade show
web page will be high on the search engine ranking list. It's an
opportunity for your company name to be seen and associated with the
trade show. Visitors may also choose to click through to visit your
webpage.

Another Internet tool is the use of email marketing to help you sell
your products and services. Email targeted, industry- specific
customer prospects an invitation to your trade show exhibit. Offer
your customer prospects an incentive to drop by your trade show booth,
such as giving them half of a gift coupon via email and ask them to
pick up the other half at your booth for their special prize. Everyone
loves to receive a gift and this technique builds qualified traffic
to your booth.

You may also want to offer free Internet service at your trade show
booth. By providing weary trade show attendees a valuable service, you
have them pre-disposed to appreciate your company and its showcased
products and services.

Then, be sure to accelerate sales to your client prospects by
following up with emails the day after the show. Of course you have
made sure your email list is honed from a tightly screened base. This
strategy simplifies the sending of personalized e-mail messages to
your highly qualified booth visitors.

By combining high tech techniques with face-to-face trade show
exposure you are able to attract your customer prospects on a variety
of levels that reinforce your company's presence.

 About The Author

Dick Wheeler is President of Professional Exhibits & Graphics
headquartered in Sunnyvale, California. He has over 20 years of sales
and management experience and has won numerous awards. His firm is a
full-service premiere trade show

exhibit, graphics and management services company. Go to http://www.proexhibits.com" target="_blank">http://www.proexhibits.
com.