Utilise Your Call to Action for Exhibition Success!
A call to action is an important part of any marketing campaign, be this online, in print or at an exhibition. However, it is certainly not a case of one size fits all. In each of these circumstances, a different approach is needed. Here we will explore how to properly utilise your call to action when exhibiting.
What actually is a ‘call to action’?
A call to action is, simply put, an instruction you are giving your audience in order to get them to complete a desired action. In more traditional marketing media this could be something such as ‘call now’ or ‘click here’. In the case of an exhibition, the call to action would be tailored to the result you wish to achieve and would run parallel to your ‘goal’.
For example, if your goal was to use an exhibition to increase your subscribers or generate inquiries, your call to action could be along the lines of ‘register today’ or ‘sign up here’. If you wanted to make sales during the event your call to action would be more targeted to your product, such as ‘save 20% off *product* today’.
How would this be used at an exhibition?
There are many ways to incorporate your call to action at an exhibition. It can be placed on any media which you are giving out, flyers and pamphlets can be handed out at your stand or while travelling around the exhibition. You can also include it on any banners or graphics your use in your stand as well as in the language you use when speaking to visitors. But be careful not to bombard people. There is a fine line between effective use and outright spam, so take the time to think about what an effective incentive would be, and what would turn people off.
An important point to remember is that your call to action does not need to end when the exhibition does. In order to gain the most success possible, continue it into your follow up emails and calls once people go home. If necessary, tailor it slightly so that it makes sense. For example, change ‘register today’ to ‘don’t miss your last chance to register’.
Check out our blog on ‘following up your exhibition leads’ for more information on this.
Can you use incentives?
Yes! Using an incentive alongside your call to action is a really valuable tool and one that works especially well at tradeshows. Offering something to your visitors, in exchange for carrying out your desired action, is sure to get results. And it doesn’t even need to be anything big, a discount code, free tote bag or even entry into a draw can help to increase results.
Properly utilising a call to action is sure to help you gain success at your exhibition. If you would like more information or advise on how to implement one, contact our team of experts today!