Mobile Marketing at Trade Shows

February 24, 2009 at 8:20 pm | Posted in Mobile Marketing | 1 Comment
Tags: , , ,

Who would have thought the WasteExpo would be the first event I see mobile marketing being used in my industry?

The WasteExpo is a trade show for the waste management industry, to be held in sunny Las Vegas this year. Yes, I tried to sign up as a trip chaperone. No, I don’t actually want to check out the new garbage trucks on the market. Besides the fact that it’s in VEGAS, there’s another reason I’m really interested in this show: they’re using mobile marketing!

Yesterday afternoon, I received the show’s Marketing Handbook, which outlines all of the marketing and advertising opportunities available surrounding the show. The usual list rentals, logo display and event sponsorship opportunities were available… as was a “Mobile Marketing” opportunity.

A little excerpt from the handbook:

Reach a new generation of industry buyers who rely on mobile marketing for their communications needs.

Through WasteExpo’s new mobile marketing program, you can alert WasteExpo 2009 attendees of the following:

  • Activities in your booth
  • Show Special Promotions and Giveaways
  • Invitations to Hospitality and VIP Events

When the show attendees arrive, they will be greeted by signs instructing them to “sign up” for alerts by texting a code from their cell phone. Throughout the day, our company can send offers, up to 160 characters in length, to those attendees who have signed up.

The cost: $500 per message.

Is it worth it?

It’s new, it’s exciting, and it’s easy. Plus, this new technology may entice attendees who normally wouldn’t leaf through the exhibitor brochure’s advertisements. Increasing booth traffic through the use of mobile marketing will increase the number of prospects we receive, therefore increasing the number of sales we’ll eventually make.

Additionally, calculating an ROI for this marketing effort would be easy. Make one sale as a GPS tracking provider, and you’ve paid for the investment three times over.

I think it’s a really interesting idea to introduce mobile marketing to trade shows. It really lays the groundwork for what’s to come with these industry shows in the future. The attendees want to get as much information as possible from the companies they are interested in while they are there. Having access to time-sensitive information about booth events, presentations and demonstrations will greatly improve the attendee’s experience at these shows.


Blog at
Entries and comments feeds.