Networking, lead generation, and brand recognition are the three major reasons to go to trade shows. Based on a survey that surveyed marketers, 91% have said that they gained something unique in trade show events which they could not receive from other channels for marketing. The majority of people attend trade shows and other social events due to the fact that they are a great place to have personal meetings with key people such as vendors, clients, and even competitors in the business. That means that every minute is important and companies should make the most on the return when they attend or sponsor such occasions.
Before the Show
The buzz about the show will be much earlier than the date of the show. Blogs can be posted, you can make an announcement on the website and then send out announcements or newsletters to inform attendees about the event. If hosting, set up an online forum for attendees or sponsors to be able to interact and start an exchange.
It’s also a fantastic location to promote awareness of your brand, regardless of whether you are hosting the event or sponsoring. It is possible to discuss the show and discuss the business that is putting it on as well as find out who’s there and arrange meetings. Social media platforms begin hashtag trends, make contests with the aim of making good during the event and also tease highlights from the show. Whatever the platform the aim should be to inspire people and convince them that the event is worth it.
At the Event
The trade show itself is the best occasion to present your brand. 81 percent of attendees at trade shows have a purchasing authority, which means more than four out of five people who are walking through the aisles could be likely buyers for exhibitors.
Avoid giveaways with cliches or images. Many companies offer keys, stickers, koozies as well as other everyday trinkets. They’re usually discarded and do not properly reflect the distinctiveness of a brand. When it comes to giveaways, you should think of something that can be valuable to the person receiving it or leave an unforgettable impression. Another suggestion is to put up the presentation or another drawing on the table or booth that draws attention and helps people remember the name of the company.
Employ subtle branding techniques. The idea of putting a logo of your company across every surface isn’t the most effective method to promote the brand’s image. Color patterns, decorations, as well as other images, can make a big difference without becoming overkill. Create an exhibit, table, or event that is reflective of the brand’s personality without being explicit. A majority of events allow customized furniture and décor to make use of this to showcase your creativity.
Do not turn off social media while at the event. While attending an event, they may choose to put their other obligations put on hold. This should not be the case with social media, as it provides chances to grow your fan base. You should have a designated person or someone else off-site who handles the live blogging/tweeting as well as the on-site images and videos. Many people will be looking through their phones and devices, and anything that might catch their attention! Additionally, even those who don’t attend will be able to feel a part of the excitement.
Create a network with the goal of creating a community. Create conversations that are multi-faceted. Ask the attendees questions about their business as well as seek out advice and be interested in the things they have to share. The informal meetings and scheduled meetings can be a chance to not only present the brand but take into consideration whether the person is a suitable customer or vendor.
Post-Show Follow Up
Don’t let the celebration be overly abrupt. Remain engaged after the event, upload images and videos online or in blogs, and get feedback from attendees. Examine turn out as well as announce the next major performance while the audience is on the edge of their seats. It is now the moment to contact all new contacts and turn these into business connections. Also, the buzz about the next show will be beginning!
The presence of a company at events must be genuine and not staged. If you are concerned about the cost you should pick one event per year and concentrate on making it exceptional. In the year 2011, business-to-business events comprised 39.2 percent of the marketing budgets of B2B businesses and continue to increase. Even with advances in technology that enable virtual conferences, businesses realize that trade exhibitions and other social events possess an intrinsic worth that can’t be duplicated.