A Perfect trade exhibition planning can be hard but it can bring a significant difference. When developing your event strategy, it’s not enough to think about what you’re going to exhibit or present.
To make your investment worthwhile, proper exhibition planning is imperative. You need to get people to your booth or to attend your webinar or to come to your open house. That’s why your communications strategy is just as important.
For every event – from the webinar to trade show – you need to consider the pre, during, and post-event communications. Before the event, the goal is to create excitement and engagement with your target audience.
During the event, you want to keep people informed. This is especially true for longer events like trade shows where you can let people know about what’s happening at your booth each day.
And finally, after the event, you want to keep the conversation going with attendees and non-attendees alike. Here is a few exhibition project management at your next event.
If you are curious to know the tricks for successful Exhibition Planning then have an interesting look at the following points:
Before the Event
1. Personally Invite Your Audience
Send email invitations and teasers to targeted customers and prospects or attendee lists after receiving event approval.
You should start this process with proper exhibition planning and at least 4 weeks in advance of the event.
A series could include teaser email and after that reminder email and finally last chance emails.
2. Marketing Automation Solution
For a webinar, use GoToWebinar, Zoom, or any other conferencing system to your marketing automation solution to automatically include registrants in the database. It will help you in getting more audience at your trade booth on the final event day.
3. Event Landing Pages
Create specific event landing pages on your website. Make sure that these pages include detailed information about products and services being highlighted at the event. Your audience will show more interest in your products and services when complete information is delivered to them.
4. Social Posts
Similar to email, create social posts on LinkedIn, Facebook and Twitter to keep the chatter going. Send people back to the event landing pages or create event posts to gauge interest.
During the Event
On the final day, you should keep your audience engaged with your trade booth. To achieve high ROI from your trade booth, follow the below-mentioned steps to planning an exhibition.
1. Keep Your Audience Informed
You should keep your audience updated, even after starting the trade show. For longer duration events, send email to targeted attendees to encourage booth visits.
2. Capture Data
Create event-based landing pages that include a form to capture data – this can be on a laptop or iPad at the event. Before starting the show, make sure the leader should check everything and ensure that exhibition management is up to the mark.
Also, make sure that you have proper access to internet services on the trade show floor. Link the form to your marketing automation to capture information directly into your database.
Post-event highlights as often as possible via Twitter directly including tidbits of key info from webinars or photos/video from the trade show. Share daily wrap-ups from trade shows on LinkedIn and Facebook.
After the Event
1. Keep The Conversation Going
For webinars, send an email wrap up along with a video recording of the webinar and/or include PDF of slides. For trade shows send out a general thank you message to booth visitors specific to what was featured at the booth and include tracked content (PDFs, video).
2. Start Email Campaign
Execute an email campaign (2-3 emails) focusing on key product or service featured at the event for warm leads. Also, tell your sales team member to follow up with hot leads. Make sure to capture every potential lead and try to convert it in your customer.
3. Create a Blog
Create a post-event blog or news article featuring video and photos from the event. Schedule “wrap-up” content across all social channels and point to your blog or news article.
Use video from the event to create additional future posts or as testimonials if you were able to speak to customers while there. The blog will bring traffic on your website and help you to spread more brand awareness.
4. Follow-Up with Marketing Automation
The trade show is just a beginning to your relationship with a particular lead. After the show and your final post-show communications end, these contacts need to be constantly nurtured.
Marketing automation is the most effective way to turn these leads into customers. It will help you to increase your trade show Return On Investment (ROI). Also, marketing automation will make your work simpler and easier.
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