Nimlok Tradepoints:
Four Guidelines for Show Directory Advertising

When it comes to advertising your show participation, one of the most powerful tools is the show directory. Here you have the opportunity to be in front of every single visitor to the show. Below are four pointers to help you make the best use of this marketing vehicle:

1. Forget tiny ads; go for page dominance. Check whether half-page or two-thirds page ads are available. You can dominate a page without the full-page price. Anyone else on the page will be smaller than you.
2. Use bright colors so that your ad stands out from the black-and-white ads that many exhibitors opt for.
3. Consider several ads in the same position on sequential pages — maybe the same ad over and over, or a series that tells a story.
4. Ask for special treatment in terms of placement, color, and format. You might not get it, but it never hurts to ask.

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.

Website: www.thetradeshowcoach.com