Expos are the ultimate creative battleground for brands to showcase their offerings in industry-specific events. As a participant, your goal should be to turn your upcoming booth into the hottest ticket in town. But how?
If you plan to show up with just basic displays and a few brochures, please think twice. That’s like going to a knife fight with a fork—completely out of place and, not to mention, risky.
To help you get started on preparing for an exhibit, let’s dive right into savvy, game-changing digital marketing strategies for exhibitions that will transform your booth from bland to grand before, during, and after the show.
Before the Big Day: Set the Scene for Success
Website Promotion Upgrade
Consider your website as the window to your brand before the show: it needs to be polished and appealing so potential attendees will be enticed to see more of what you offer during the event. Try the following tips:
- Create an attention-grabbing banner announcing your show participation with a clear call to action to sign up for your newsletter or snag exclusive offers, piquing interest and building excitement.
- Design a buzz-worthy landing page about the event that showcases your agenda and compelling promotions, all optimised for conversion.
- Add targeted sections for people to connect with you before the show if you’re not up for some major feature additions. A good example of this is a simple e-form to schedule important meetings ahead of the opening day.
Email Marketing
Too cool for email promotions? Think again. While this digital marketing strategy may be a little old-school, it still provides impressive results, especially for exhibitions. Put these techniques into action:
- Send pre-event emails to your existing customers weeks before the show. Let them know where you will be in the event centre and your booth number. Sum up this short and sweet reminder with a call to action encouraging them to swing by.
- Check in with another follow-up reminder days leading up to the show, but make sure it isn’t close to the first email, so you won’t be perceived as pushy. This will serve as a little nudge to keep your booth top of mind and an update on what to expect from you in the upcoming event.
Social Media Exposure
The ultimate digital tool for event marketing, social media will serve as your brand’s megaphone to get the word out about your trade show participation. Set your virtual stage with these tactics:
- Begin by letting your followers know you’ll be in the spotlight at the show and keep the updates coming to build anticipation. Use the official event hashtag to get your target audience to see and join the action.
- Launch campaigns focused on platforms your customers use (LinkedIn, Instagram, etc.), and reel them in with an early-bird discount or exclusive swag.
Paid Advertising
In the cluttered digital world, targeted ads act like a fine sieve straining the mixture so you can reach the right people. Whether you want to connect with industry pros or curious browsers, you can give these tips a go:
- Use LinkedIn ads for corporate campaigns. Set these up with videos or signup forms to catch decision-makers’ attention.
- Utilise Google AdWords by creating search-specific, event-related ads to reach people already interested in the show. What’s more, only a few competitors are using this technique for trade shows, so it’s a budget-friendly way to stand out!
During the Event: Sustain the Digital Hype
Targeted Digital Ads
Once the trade show starts, don’t let your digital ads get left out of your strategy game. Target specific audiences based on their locations and interests to draw them to your booth. Whether you will be using pay-per-click (PPC) or banner ads, ensure they link back to your social media platforms or website for more digital engagements.
Real-Time Social Media Fun
Keep the buzz going with live updates on your online platforms. Share pictures of your custom exhibition displays, your team in action, and other exciting encounters with attendees and even industry-famous personalities. Consider these ideas to make virtual postings more fun:
- Upload video content of recent event happenings to let people get excited and feel the FOMO (fear of missing out) if they don’t swing by your booth.
- Post snapshots of enticing treats or freebies as a tease so online lurkers will feel the urge to be part of the fun event.
Exclusive Digital Content and Giveaways
Everyone loves exclusives. If you have premium content or giveaways to hand out at your booth, create special URLs for it that they can access through the tablet or kiosks set up within your trade show stands. This strategy is also connected with the pre-event technique of sending out emails to build up the event hype. Once your target audience is hooked with limited-time perks, they won’t miss it!
Expanded Email Lists
Gaining more contacts is one of the benefits when participating in a trade show. Encourage visitors to sign forms via QR codes or mobile apps in exchange for freebies, discounts, or demos to make data collection seamless for you.
After the Show: Keep the Momentum Going
Follow-Up Communication
Here’s the reality: your leads won’t remember every single booth they visited during the bustling expo. As someone who wants results, it’s up to you to remind them who you are and how your interaction with them went. Try a friendly, non-salesy email; it works wonders. Personalise it and bring up the value you offer but remember to not be overly assertive. A simple thank you can also make a difference and open doors for partnerships.
Facebook Custom Audiences
Email is a classic, but don’t entirely depend on that. Facebook Custom Audiences is a smart way to continuously serve up targeted ads to your leads by just uploading your contact list. With this, you can initiate a friendly digital nudge reminding them of your booth and brand, without being too forward.
Online Content Marketing
Email is a classic, but don’t entirely depend on that. Facebook Custom Audiences is a smart way to continuously serve up targeted ads to your leads by just uploading your contact list. With this, you can initiate a friendly digital nudge reminding them of your booth and brand, without being too forward.
Final Thoughts: Ace Your Exhibition Game with Digital Event Marketing
Aside from hiring professional stand builders, participating in an exhibition is more than creating a booth; it involves extensive game planning before, during, and after the expo for a successful turnout. To come up with campaigns that work best for your brand, exploring various digital marketing strategies for trade shows is your best shot.
Looking for experts who can help you create the right strategy for your future events? Contact us! We are an experiential marketing company that can make your stand presence remarkable in and outside the convention centre.