Resources | 21st Century Building Expo

199 Days to go | Concord, NC | November 12-14, 2024

EXHIBITOR MARKETING TOOLKIT

Spread the word; you’re exhibiting at the
21^st Century Building Expo & Conference 2024

Your booth space is reserved, you’re ready to showcase your products and services—now you just need to get the word out. Use these free marketing tools and customizable materials to improve traffic to your booth, increase your leads, and see more customers face-to-face. Research has shown that exhibitors who market their presence at shows to their customers have more favorable experiences and acquire more leads. Spending just a little time to get the word out will boost your profits!

Start Planning

Exhibitor-Marketing-Calendar-and-Checklist 2024

Keep track of your marketing tasks for the 21^st Century Building Expo & Conference to ensure your company doesn’t miss out on key exposure opportunities.

Download Event Logos

Place the 21^st Century Building Expo & Conference logo on marketing materials and communications you’re sending out to your customers and prospects. For added exposure, place the 21CBEC banner ads on your website and in your email signature to let your customers know you’ll be there! You can also link the logo or banner ad to the 21buildingexpo.com website.

Tools and Tactics to Maximize Your Booth Traffic

We’ve made marketing easy for you! Download sample copy for emails or invitation letters that you can customize and then incorporate in your pre-show marketing efforts. Remember, the more work you put in before the show, the better your results.

Sample Social Media Posts

Social media can be an effective and inexpensive way to get the word out about your presence at the 21^st Century Building Expo & Conference 2024. Be sure to use #21CBEC in your promotions.

Become a Sponsor and Boost Your Booth Traffic and Brand Awareness

Become a 21^st Century Building Expo & Conference sponsor- it’s easier and cheaper than you might expect. CEIR* data says sponsorships increase booth traffic by 104%. Extending the visibility of your company will increase qualified traffic to your booth and leave a lasting impression even after the show is over.

*Center for Exhibition Industry Research (CEIR)

21CBEC Sponsorship Opportunities

Provide Incentives with Your Promotions

What is the key to a good offer? Know your audience. What interests them? What would your prospects perceive as valuable? Here are some types of incentives commonly used at trade shows:

The Product-Related Offer– If applicable, give away a sample of your product, in whole or in part. This type of incentive attracts those individuals who are truly interested in your products, rather than the general audience. If giving away a sample isn’t feasible, offer a special demonstration or presentation. Consider offering a discount to any buyers who base their purchasing decision on their visit to your booth.
The Service-Related Offer– This incentive provides attendees with a special service for stopping by your exhibit. It can work like a product-related offer but substitutes a service that your company provides. The most effective service incentive relates to your company or its role in the industry, such as providing research information or an educational video. The service-related incentive can also be offered even if it has little to do with your business. Make certain it is a service that buyers want and a service that reflects positively on your company.
The General Giveaway– This form of incentive can be either a waste of money or an excellent investment. To be most successful, the giveaway should be related to your product and sales story, should be of great interest and value to your prospects, and should be presented selectively. The giveaway gift incentive can range from pens, key rings, and t-shirts to educational tools or participation in a large drawing for cash or a high-priced item. The perceived value of the gift must be high enough for people to make the effort to visit your booth.

Target Your Promotional Mailings

To whom you send your mailing is dependent to some degree on your product and message. You may want to target your mailing if you have a very specific message to communicate. However, if you plan to reach the broadest audience possible, you may want to consider the following groups:

Current Customers—Many exhibitors overlook this group but contact with current customers can often lead to new opportunities
Internal Prospect Lists—This is where your pre-show promotional efforts can have a strong impact. You want to offer this group a good reason to attend the show and visit your booth.
Industry Publication Lists—Industry publication lists may be too large for your purposes but publications may offer a breakdown of their lists by job functions, or product areas, or by regions, which may be useful in targeted mailings.
VIP Customers and Prospects – Consider sending a special mailing to your top accounts and prospects. This should be a more personal type of mailing that you may want to follow up with pre-show telephone calls.

Increase Your Leads with Phone Marketing

In an increasingly online world, a telephone conversation can provide a welcome human touch. CEIR data from 2018 shows telemarketing continues to be an effective tactic for growing show attendance. *

A pre-show direct mail program, accompanied by a phone campaign, can bring a potential visitor one step closer to visiting your exhibit. Phone calls can be used to encourage hot prospects and key clients to schedule appointments to meet with a representative from your company during the show, pick up a giveaway or new literature, and see a product demonstration. Your phone efforts should tell them something new rather than repeat what they’ve already read in your pre-show direct mail piece.

One month prior to the show, have each of your salespeople contact their 20 best accounts and remind them of your company’s participation in the show and to arrange a specific appointment in your booth for them to review your product’s benefits. Confirmed appointments should be immediately followed with a confirmation card or letter and map to your booth location.

*Center for Exhibition Industry Research (CEIR)

Upload Your Press Release to the 21^st Century Building Expo & Conference Website

Exhibitors are invited to upload their press releases online to help boost exposure.

Pro Tip: Consider a new product announcement. Attendees often say that seeing new products is one of the top reasons they attend the show. With key customers and a large number of potential customers, the 21^st Century Building Expo & Conference is the ideal forum to unveil a new product, drawing traffic to your booth.

To upload a press release, simply log-in to your online booth profile using your password from this link and upload your press release. You can also include photos of your products which can be seen through the virtual floor plan. Or you can send them to Tracie Garrett for uploading.

Make the Most of Your Exhibiting Experience- Best Practices for Trade Shows

Trade shows are a powerful opportunity to meet face-to-face with current customers and prospective clients. Download and print these reference materials when prepping your booth, sales, or marketing teams to get the most out of your 21^st Century Building Expo & Conference 2024 experience.

Exhibiting Tips

Lead Generation

Budgeting

Marketing

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