Your biotechnology trade show marketing approach should be informative, directing potential clients to your booth looking for your particular services and products. Let show attendees know where they can find you at the show and what you are offering through biotech trade shows advertising.

Use biotech tradeshow promotions to build traffic, and plan to use unique biotechnology trade show giveaways. Speak at a seminar or hold a special educational session at university groups and associations as another means of marketing your trade show. No matter what advertising or marketing vehicle you choose, it's important to target the correct audience. Therefore, before you implement any marketing strategy there are few items to consider, such as:

1. Use trade journals and university groups to help your biotech trade show marketing.

2. Employ the services of a biotechnology tradeshow marketing specialist.

3. Utilize industry associations to improve your biotechnology trade show marketing.

Action Steps
The best contacts and resources to help you get it done

Get creative with biotechnology tradeshow marketing

When marketing your biotech tradeshow, utilize journals and university groups to get the word out to industry professionals. Journals will target the right companies and professionals within the industry and universities often have a wide network of the same that you can use.

I recommend: Contact the Journal of Commercial Biotechnology for biotech tradeshows advertising opportunities in their publication, or try Genetic Engineering and Biotechnology News or FierceBiotech. Ask the Yale Biotechnology & Pharmaceutical Society if your company can speak at their meetings or hand out trade show announcements there.

Hire professionals to help expand your biotech trade shows advertising opportunities

PR and marketing firms that specialize in biotechnology are an excellent way to expand the scope and focus the efforts of your trade show marketing. These firms are especially helpful if your company is new to the industry or if you're looking for that extra edge on the competition.

I recommend: Contact Comprendia or Red Cedar, both of which have experience in biotechnology marketing that can help with your company's trade show success.

Increase biotech trade show sales by contacting biotech associations

Call a representative at any number of biotech associations and ask about advertising opportunities that offer to market your trade show exhibit. You also might consider joining the associations for the ability to network with their members and promote your biotech tradeshow.

I recommend: Speak to representatives from the Pharmaceutical Drug Association and the Association of Biomolecular Research Facilities for marketing opportunities and assistance.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  When you're speaking at a seminar, be sure to direct the audience to your exhibit on the floor to increase biotech trade show traffic for your business.
• •  Biotech tradeshow giveaways are a good marketing tool if you use them correctly. The first inclination of exhibitors is to hand biotechnology trade show promotions out to everyone at the tradeshow. This is not efficient, however; you want to give them to people that show at least some interest in your exhibit. Otherwise, there is little chance that a giveaway is going to bring you a new customer.

This is meant to provide some of the most important information to help get you started planning for a trade show. Outlined are informational tips on how to help you get the utmost benefit from your trade show appearances.

Action Steps
The best contacts and resources to help you get it done

Choose the trade show that will best increase your company proceeds!

Carefully select the venue that best suits your target audience! Scrutinize the show's worthiness.

I recommend: Be positive that the attendees of this show will be your organization's most likely clientele.

Obtain a copy of the show manual and more importantly - read it!

It will outline everything you need to know about the show. Registration information, forms, floor plans, exhibit specifications, a schedule and all other pertinent details.

I recommend: Create a check list to ensure accurate and timely completion of all tasks and deadlines.

Plan early!

Attending a trade show requires extensive advance preparation. Reserve booth space in advance and keep in mind costs differ depending on size and location in the exhibit hall.

I recommend: Start planning and coordinating your ideas at least a few months in advance.

Identify your goals!

Specific goals are imperative.

I recommend: Make sure you are focused and clearly distinguish what it is you aspire to achieve as a result of participating in the show.

Create a strategy - write a show plan and stick to it!

Outline a comprehensive timeline including booth schedules and a list of preparation activities. Assign responsibility to individuals for each task.

I recommend: Make sure the show plan clearly outlines the objectives and everyone is working toward the same goal.

Implement a key message for your exhibit and create an open, inviting area.

An open and welcoming design, one that is free of clutter will produce a more inviting atmosphere. It will also allow more prospective clients to walk through easily.

I recommend: Create a comfortable more relaxed and inviting space so potential customers feel welcome and want to spend time learning more about what you have to offer.

Train your exhibit staff before the show!

It is very important that each and every staff member knows exactly what is expected of him or her. Be sure they practice their presentations. Presenters need to be rehearsed, well informed and up to date on all new programs and initiatives.

I recommend: Make your booth representatives easily identifiable and add a sense of professionalism to your exhibit by deciding on appropriate attire for your staff.

Supplies, marketing materials/informational brochures.

Make sure all of your printed marketing material and other collateral is accurate and up to date.

I recommend: Don't risk not having your most current information available to hand out! More importantly make absolutely certain it does not contain any errors or omissions.

Evaluation - What Worked and What Didn't

After each show, assess what went well and more importantly what didn't. Evaluate every facet of the show.

I recommend: Encourage and be open to all feedback and comments from staff members and outside sources. Analyze opinions pertaining to how well you were perceived by prospective customers.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  If you want to have a considerable presence at an innovative or influential show be sure to plan and design a booth layout that is visitor/customer friendly.
• •  An organized exhibition area will attract more dynamic prospects into your booth.
• •  Be sure to advertise your show participation indicating the dates of the show and always be sure to include your booth number.
• •  Make sure your logo is unobstructed and prominently displayed.
• •  Create short/easy and to the point forms to capture potential prospect information.
• •  When preparing for your next trade show be sure to review prior show evaluations to help improve your overall performance.
• •  Consider giveaways to generate attention and a sense of fun! They don't have to be expensive! Promotional items are useful links to better promote your company. Always attempt to find the one that'll make you the talk of the show! There is no limit to the level of success imprinted promotional products can help you achieve! Work with a good, reliable and responsive promotional company to help you decide on just the right custom product for you, your budget and your audience! They will be able to help you figure out which items will bring you the best return of investment. Choosing the right promotional gift or tradeshow giveaway can be a very difficult task. The item(s) you choose could end up being the difference between success and failure. The promotional company will help develop a program to organize your branding and merchandising efforts and revolutionize your promotional giveaways to make sure you get the most bang for your buck.