Many trade show marketers are also involved in Internet Search Engine Optimization, or SEO. Well, here’s a chance to apply some of that knowledge where you least expect it — on your trade show graphics.
One of the many free tools that Google provides search marketers is Google Insights for Search. Google Insight lets you compare the search volume of multiple keywords, so you can see which terms are most popular. Plus, it lists other related search terms you might not have thought of yet.
So, how can that help you with your exhibit graphics? Well, your graphics should tell who you are, what you do, and what your offer is. That includes your products and services. But what if what words you call your products are not the same words that most of your prospects call them? Wouldn’t it help to know that?
Put into Google Insights the nouns you use to describe your products. See if Google Insights lists any alternative words that have higher search volume. Then consider putting those words on your trade show graphics, so more people will easily connect you with what they want. Try it: www.google.com/insights/search
Here’s an example I heard of yesterday at an industry event (but couldn’t find a confirmation of the story online — any help on that would be appreciated!). Toro was using the term snow thrower on their website, because that’s the word they used inside their company. But their prospective clients were actually searching much more often on the term snow blower. Google Insights shows that web surfers search on the term snow blowers twice as often as snow thrower, and nearly three times as much in Canada.
Try it yourself and see what you discover. You may find a tool from the virtual world helps you get more leads in the real world.
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