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designcom@expoexhibitionstands.comUpdated- 24th April 2024
With the advent of technology, people nowadays are inclined to use digital media in their day-to-day lives. A trade show, on the other hand, is all about face-to-face marketing and connecting brands with their audience in person at the exhibition stand rather than virtually. But however confusing or exciting it sounds, trade show marketing and digital media go hand in hand. Social media definitely plays a major role in making your trade show booth rentals successful. Even though digital marketing is steadily making a stronghold over the industry, many brands have not yet made the best use of digital media to promote their exhibitions efficiently.
According to recent studies, it has been observed that exhibitors who avoid using digital platforms fail to achieve the desired success through their trade show booth display setup. That is why we have designed a comprehensive digital media strategy that will support your digital marketing campaigns and increase traffic even on your simple exhibition stand design.
Building a Detailed Strategy
You will need social media platforms throughout your event’s journey—from the time you decide to participate to the time you follow up with your customers. Therefore, it is essential to develop a detailed digital strategy that includes your overall goals and a plan of action, e.g., which digital platforms to use and what and when to post.
Creating a pre-show buzz about your exhibition stand rental long before the event will help generate curiosity and excitement among your audience, and you will be able to keep them informed about the latest updates about your company.
Social media marketing at the show will help you hook your target audience to your brand. Constantly updating them with the ongoing activities at the custom trade show booth will help draw their attention. You can also carry out contests on social media that will help engage them.
Post-show engagement will help in getting qualified leads. You can follow-up with your leads through emails or various social media platforms. This will help in developing a memorable connection with your audience
Selecting the Right Channel
Each social media platform connects with spectators diversely; try experimenting to discover the best platforms for each message.
For B2B businesses, LinkedIn is the most influential platform. Get involved in your LinkedIn groups related to the event and share valuable insights in the group discussions. You can also get the attendee list from your show planners and connect with the key people. Post native videos of customers getting involved in your exhibition booth technology, such as Augmented Reality, Virtual Reality, Geo-fencing, etc.
Facebook is one of the strongest social networks, with over 2.2 billion users across the world. It is a great channel for companies to endorse their trade show display to a large number of customers. Trade show booth design ideas such as QR Codes will help visitors connect directly to your Facebook pages, enabling them to engage with your profile. Take photos of visitors and upload them on your FB page, letting your audience to tag themselves in it.
Instagram holds a significant role in grabbing the attention of your target audience when it comes to sharing photos and short videos. Posting exhibition stand pictures, exhibit staff at work videos, news, and updates of your upcoming or ongoing event with the official trade show hashtag will help in creating the right buzz. You can also carry out a contest with an official hashtag that will get you the maximum number of participants. Share the live experience of your customers with your trade show booth on your Instagram stories.
YouTube
YouTube is a widely used online video sharing tool, with over 1 billion handlers viewing videos each month. Sharing a trade show’s teaser video on your channel before the event will help generate curiosity among your potential attendees. You can also share behind-the-scenes footage of your exhibition stand rental setup, a testimonial video of last year’s event, or post-show highlights.
Twitter offers a platform where you can share your show’s latest updates in just 280 characters, making it the easiest and most effective process. You need to generate your own business hashtag for the event so that individuals can easily follow them. You can also run a live broadcast of tweets that will enable attendees to interact with your brand. Posting questions and getting them talking about your business is another way of engaging your target audience in your brand.
Blog it
Start blogging about the event, your trade show booth, and your business. Talk about your USPs and interlink them with your marketing materials. Don’t forget to share them on your social media platforms. You can also share your personal exhibiting experience, from the trade show booth builders you choose to all the activities that took place at your exhibition booth.
Landing Page
Build a landing page on your company website related to the event you are participating in. You can share all important information about your trade show display and then link it to all the external links related to the event. Make sure your landing page has live feeds from your social media pages.
Proximity Marketing
Using proximity marketing will enable you to engage with your potential customers at the trade show. It uses location-based technology such as Beacons, Wi-Fi, NFC (Near Field Communication), and Bluetooth, which directly connect with your attendees’ mobile devices. You can share promotional messages and personal invites with people near your trade show booth.
Press Release
Press Release helps you spread the right buzz about your trade show participation. It includes product broadcasts, white papers, case studies, images of the exhibition stand, and exhibition highlights. Submitting it three weeks ahead of the event will help you enhance your SEO result.
Email Marketing
The secret to a successful email marketing campaign is sending the right email to the right audience at the right time. You can send an invitation email to all your potential attendees, informing them about the event. Also, make sure you send a reminder mail to them talking about the benefits of attending the event.
Conclusion
We know how effective exhibiting at a trade show can be in generating quality leads and sales but combining a digital marketing strategy with it can double its effectiveness. If participating in a trade show is on your mind, we definitely recommend using the above strategies to get a good return on investment. Do share with us which digital platforms you’re using to market your trade show in the comments below.
About Expo Exhibition Stands:-
Expo Exhibition Stands is a leading exhibition stand builder known throughout the European exhibition industry. Our extensive network includes 12 offices across 7 countries—Germany, Switzerland, Belgium, Austria, Netherlands, France, and Spain—ensuring we are always close by to meet your exhibition needs. As an experienced exhibition stand rental provider, we take complete charge of your custom exhibition stands from the initial design to the final assembly. Our expert team is dedicated to managing every detail with precision, ensuring that the design and setup of your bespoke exhibition stand exceed your expectations.
