Mon, 04/12/2010 - 07:26
Historically, trade shows were original founded in medieval Europe as way for vendors to showcase handmade goods to potential buyers. While a tradeshow’s primary function has not really changed since those first fairs hundreds of year ago, many aspects of the trade shows have. The personal computer and internet have changed the way that we communicate in every facet of our business and personal lives, including the convention arena.
The latest buzz in the marketing world has been laser focused on the budding world of social media. Sites like Facebook, Twitter, LinkedIn, and YouTube have exploded in popularity over the last few years and marketers have rushed to figure out how to best monetize and advertise to these masses. Social media shouldn’t take the place of traditional methods such as direct mail and phone reminders, but rather as an additional marketing channel. We’ve compiled some ideas on how to use social media to promote your show:
Set a Goal for Your Trade Show Social Media: Every marketing project needs a goal, and trade show social media is no different. Your focus should really be twofold: 1) getting your existing customers to stop by your trade show booth, 2) generate new business. Having existing customers visiting your exhibit is always a good idea to keep your company top of mind, showcase new products/service, and overall reinforce the relationship.
Pre Show Social Media: This may sound a bit elementary, but for pre-show promotion, you want to create as much buzz as possible without being overbearing. This means promoting on Facebook, Twitter, and LinkedIn that your company is going to be at a particular show and that everyone should stop by. Additionally, this would be a great opportunity to promote special offers, deals, and incentives to do so.
Offer Incentives: Using social media to engage client and prospects could be hugely beneficial. Offer special incentives like having someone bring a special coupon to the show, or having them “retweet” a Twitter message of yours for a special give-a-way or onsite show access.
Live Blog/Tweet: During the show, create additional buzz by live blogging or tweeting from your trade show booth. This is a great channel to announce special demonstrations, give-a-ways, and presentations, and also offer everyone (both those who are and are not at the show) a glimpse into your world. Make the messaging interesting and unique to best engage users. Finally, use a projector or monitor to display live stream at your exhibit to entice users to begin following you on social platforms.
Video: With so many industry authorities, customers, and prospects in one place at the show can you think of a better time to create amazing video assets and testimonials? This means getting customers, prospects, and maybe even speakers at the conference to review products on camera right at your exhibit. These videos can then be posted on YouTube, corporate website, and all social media platforms.
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