Schedule a book signing at your next trade show

Our clients are constantly looking for new ways to drive more traffic to their trade show exhibit. One very effective method to accomplish this is to schedule a book signing.

Most industries have some well-recognized experts who have written books or white papers on subjects directly related to the show and to exhibitors’ products or services. The opportunity to meet and talk to one of these experts as well as walk away with an autographed copy of a book can be a very compelling attraction.

This type of promotion works particularly well in medical, scientific and technical shows. The authors are very often participating in the show as speakers or presenters so the cost of having them in a booth can be quite reasonable. They are often willing to work the booth for just the cost of the books.

Be sure to hype the book signing with preshow emails to attendees. Develop a lead card that gathers all of the information necessary to turn the lead into a sale. The attendees should be required to complete the lead card in order to receive the book.

Consider controlling traffic by making it a “by invitation only” event in your pre-show promotions.