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CREATING AWARENESSShow programs, where show guests look before, during and after the show.

5One of best ways to let the public know you will be at the show is through the show program, which is published by the major newspaper in each city. Show programs are distributed by the newspaper prior to the show, and are also given out at the show entrance. These are photos of women reading the show program and checking out the exhibitor lists, stage schedules and special features of the show. They are essentially planning their day.

If you sign up before the newspaper deadline your company will be listed in the program. If you want additional exposure, you can do two things. One is to run an ad promoting yourself at the show. The other is to provide us with newsworthy information that we can include in the editorial area of the program. While theres not room to include everyone who submits information, your chances are much better if you provide us with information and photos on innovative and exciting products.CREATING AWARENESSMary Kay is always known for Mary Kay Pink!

One thing to think about when designing your advertising or promotion for the show, is that you want your exhibit and your promotion to match. Use the same logos, colors, slogans and themes. That way, when people come to the show, they will immediately recognize your company.7CREATING AWARENESSCurly Hair Solutions Coupon

To help them with a reminder, you can also create a coupon that show guests can print out and bring to the show.

The other thing to remember about the show web site is that show guests use it as a reference after the show. Theyll go there to find the exhibitors they saw at the show that they want to do business with.4CREATING AWARENESSSend a mailing to your customers.Email customers and friends.Tag existing advertising.Advertise the show on your website.Send a note on Facebook to your fans.Mail offer for free tickets.Place a poster in your location.

Other things you can do to increase awareness and generate traffic:

Send a mailing to your existing customers and prospects.

If you have an email distribution list, use it to let everyone know that you will be at the show.

If you are running advertising, include a message about your participation in the show.

Promote the show on your website.

Purchase exhibitor tickets at a discounted rate. Exhibitor tickets are just $5 and are available on consignment. Purchase tickets for your existing customers and invite them to visit you at the show. All unused tickets can be returned for a refund.

Dont forget about Facebook and other social media, as well as the power of posters and coupons. Just ask and well send you promotional materials to display in your location.

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If you are going to pre-promote your participation in the show, its a great idea to give people an incentive to visit your exhibit. Offer special show pricing, a giveaway, or a chance to win a prize.

If you are going to give away a prize, here are some thoughts: If you are a Lasik surgery center, give away a free lasik service. That way, only those who are really interested will register.8CREATING AWARENESS

Only give away something your potential customer could use.

If you sell kitchen appliances, dont give away a TV. Everyone can use a TV. Give away an appliance. This will guarantee to attract only those interested in updating their kitchens and will provide you with stronger leads for follow up. Create a registration card like a lead card. Gather the pertinent information you need to follow up after the show.

The bottom line is spread the word. Let people know you are going to be there, and youll have a better show.9