Tip #2 – Repetition. Repetition. Repetition.

Repeat outreach to your customers and prospects is vital as you prepare for AMTS 2011. We’ve talked about contacting them early to visit you at your booth, now remember to contact them OFTEN. If you want them to absorb your message, repeat it. And we don’t mean two or three times, either. Current wisdom says it can take nine or more repetitions for a message to sink in. Here’s why:

• We are inundated with messages. It takes an effort to break through the clutter. Repetition, combined with a “what’s in it for me” message, will increase your odds of being noticed.
• Prospects buy when they’re ready. You need to be out there consistently to capture the prospect’s attention when he or she’s in purchasing mode.
• We retain only about 10% of the information we’re exposed to each day. Repetition increases the chance your message will be part of that lucky 10%.
• Many will miss your marketing message the first time around.  Maybe they were on vacation, it didn't sink in, they were distracted by a major event in their lives, temporarily couldn't afford it, they weren't interested at the time, or a million other reasons.

In Tip #1 – Contact Early we gave you ways to spread the word through invoices, email signatures, your web site, social media, and the free tools in your Exhibitor Marketing Kit, with the intention to repeat your message through multiple mediums. You never know how people receive and absorb their information, so making sure your message is in every medium you have available increases its chances of being heard.

Repetition isn’t only about constantly reminding them to come see you at AMTS 2011. It’s about making sure all your marketing and promotions are consistent and that they have your logo, colors, typeface, and slogans. Everything you develop should have the same look and feel…and be carried out the day of the show with your booth graphics, demonstrations, handouts, and giveaways.

Color repetition is a simple way to brand yourself on show day and gain memorability.  One company, ShorTel, is a perfect example of this. Their exhibit staff wore orange shirts and black slacks, give away orange and black carry bags, and had orange and black balloons staged throughout their trade show exhibit. Can you guess what their logo colors are? Attendees confirmed it was very easy to spot the ShoreTel trade show display and booth staff anywhere in the trade show exhibit hall.

Another way to make repetition work for you is by taking advantage of sponsorship opportunities at the show. Your logo can be seen all over the floor if it’s on attendee name badges, water bottles placed throughout the show, or as a “mobile billboard” on event staff shirts. Contact Kim Aiple to find out how these and other sponsorship opportunities can get your name noticed.

And finally, keep in mind that repetition doesn’t end when the show ends. True, some leads will purchase right away. But as a 2009 Tradeshow Week survey pointed out, 60 % of sales from show leads close more than seven months following the event, and over 40% of sales close more than a year following the event. To convert those that don't respond immediately to your offers into buyers, you need to keep in touch with them repeatedly before they will finally be motivated to act.

In Tip #3 we explore ways to “Give Them A Reason” to come see you at AMTS 2011.