Promoting attendance at a public show is very different from attracting attendees to a trade show. Many would claim it is even more difficult. Visitors attend consumer expositions more for entertainment than for business. Their attendance is based on an interest in an avocation, not a vocation. While trade show managers find potential attendees within one or two industries, public show visitors come from all walks of life.

Trade show managers are generally better at attendance promotion because they outline detailed marketing plans. They implement these plans a year in advance of the show. They involve others in their show promotions, and they develop multi-faceted campaigns rather than relying on one marketing vehicle.
Some public show managers treat attendance promotion as an afterthought. Rather than developing an overall marketing campaign, they are more likely to begin "thinking" about promotion four months before the event -- after they're sure they've sold enough booth space. And while they may then create some great radio spots and newspaper ads, they are still missing the benefits that a year-round campaign can offer.

Organizing an effective marketing plan doesn't have to be expensive and doesn't necessarily require a new staff position. With a little hard work, some creativity and common sense, show managers can develop very cost-effective programs. There are five key areas to consider:

1. Targeting your show's market
Targeting your show's market is the most important and most difficult step. To be successful, the show's exhibitors must reach the people who can purchase their products. Finding those people takes a common-sense approach. Start by deciding who it is you want to reach.

A simple way to make this decision is to ask your exhibitors who they want to attend the show. At a sports show, for example, the exhibitor selling running shoes will know of several jogging clubs to contact.

For an established show, survey last year's attendees. Send them information about the upcoming show and include a form asking them how they heard about last year's show, what radio stations they listen to and what newspapers and magazines they read. On site, make the survey part of the registration process if you have one, or do exit interviews with visitors as they leave the show.

Show managers who have trouble targeting their audience, or who don't have the time or staff to do all this, may want to call in a professional. Because of the limited size of most public show budgets, a small advertising agency or public relations firm will produce the best results. The show's promotional dollars will mean more to a small group than they will to a large firm.

2. Developing a theme
The second phase of attendance building is developing a theme. Again, it's best to use common sense. Themes work well when they emphasize a show benefit. If you're organizing a jewelry show, for example, develop a theme around the fact that wholesale prices are available.
In many cases, your theme must be adapted to each of the target markets. For example, the lower prices available from buying wholesale will appeal to senior citizens and young people. For more affluent buyers, however, the theme should be adapted to emphasize that "smart" buyers never pay retail. Once the theme is developed, be sure to use it in as many ways as possible.

3. Promoting through exhibitors
Steal a page from trade show managers and work with exhibitors to help build attendance. Provide your exhibitors with stickers to use on their mail, flyers to insert with their invoices and discount coupons to give their retail customers.

Some of the more successful public shows create point-of-purchase (POP) displays to go along with the discount coupons. These displays, placed on the counters of the exhibitors' retail locations, create visibility for your event and offer invaluable assistance in reaching potential attendees.

Along with the POP materials, many shows also create posters for exhibitors to display. Even non-exhibiting merchants will often hang the posters if they're asked. Consider any outlet with high traffic -- community centers, bowling alleys, grocery stores.

4. Utilizing direct mail and public relations
Direct mail is not just the province of trade shows. It works well for public shows, too, if the target market is well-developed.

For example, a promotional mailing to garden clubs is logical for a flower show. Or if the show is in a downtown hotel and the target market is corporate executives, a mailing to businesses within walking distance of the hotel will work well. Direct mail lists can be purchased from list brokers in any metropolitan area.

Because the show is open to the public, information about your event is often well-received by members of the news media. This is where your public relations expertise becomes important.

A general release to the news media four months before the show, providing the dates, times and prices, will help ensure that the show is listed in the publications' calendars of events, and on the community calendars of TV and radio stations.

One month before the show, a second release should be mailed providing details about the event, and emphasizing the benefits of attendance. Follow this with a third release, two weeks before the show, providing a final update on the number of exhibitors and the types of products they will display.
These two releases will usually generate publicity if they are well-written and offer meaningful information for a major portion of the media's audience.

But if you want more "bang for your buck," follow up with a phone call. The purpose of these calls is to be sure that the press releases will be used, and to schedule interviews with representatives of the show. These interviews, done before the show or on the show's first day, can have a significant impact on attendance. They may reach an audience still unaware of the show, or they may serve as a reminder for those who do know about the event.

5. Establishing an ad budget
Public relations works best when done in conjunction with an advertising program, which may or may not require using an ad agency.

Agencies may be especially helpful in a major market, where it's almost impossible to separate one media's claim from another. Everybody is "No. 1" in some demographic area, and they all can serve your needs.

Radio stations are most guilty of the "all everything" claims. If you listen to their salespeople, every station reaches the 21 45 year old who makes the purchasing decisions in the family. Because of this, it may be to your benefit to use an agency, which has studied the ratings and can give you a clear picture of what to buy with your limited ad budget.

An agency can also help prepare your ads so that they best convey your theme in the medium you've selected. The same message can't be delivered on a billboard in the same way that it's delivered during a 60-second radio spot. And an ad for a youth-oriented radio station won't work on the local all-news station.
If you do decide to go it alone in the land of the media, newspapers and radio generally are considered the best values for public shows. Studies show that the best times to run ads with either media is during the week before the show and on the show's first two days.

With newspapers, be sure to consider the suburban papers as well as the city dailies. If you know your target market well, you may discover that suburban papers have more of the readers you want to attract.

With radio, the secret is frequency. You should consider a minimum of 20 ads the week before the show. It's better to have 20 ads on one station, than five ads on four stations. This is where the initial efforts to target the show's market can pay big dividends. The right radio station can reach a big percentage of the targeted show audience.

It will be difficult to get all the show's ads on the morning or afternoon radio shows when ratings are highest. Work for a "run of the station" agreement where the computer determines the placements. This method guarantees some drive-time ads, and normally offers the best rates.

City magazines work well for certain shows. Again, demographics are the key. Unfortunately, ad rates for many city magazines are expensive when compared to newspapers or radio, making them a third or fourth choice in your media buy.

Billboards can be effective if used selectively. Most billboard companies want high rental rates and long-term contacts, which make no sense for an exposition. However, in some cities, boards are available for short-term rental. If it's in the right location, such as next to the exposition hall or on a major highway, billboards can be a good buy.

Don't forget television. If you have survey results indicating that show visitors watch TV during the cheaper ad times -- such as after 10 p.m. or before 9 a.m. -- consider a purchase. Ad rates at these times are often less than $250 per minute and can have a great impact. Even in non-prime time, the TV audience is usually much larger than the radio audience.

Whatever media you choose, try to negotiate an agreement that will extend the power of your advertising dollar. As part of your radio purchase, for example, negotiate for an interview with a show representative on the morning show. With a newspaper, ask for coverage of the show in the entertainment section.

No matter what you choose to include in your marketing plan, the real key is to start early. Your plan should be outlined in detail, on paper, at least nine months before the show. This will give you the time to fully develop your theme, target your audience and take advantage of great promotional opportunities. Attendance promotion is arguably the most important aspect of your job, and it should be treated as such.