For many businesses, conventions and trade shows are their annual bottom line bread and butter.
It is, therefore, no surprise that the trade show industry continues to grow at a steady pace and is expected to reach approximately ₹19 billion by 2023.
But whether you're planning your first or 50th trade show booth, you probably know one thing: Among the hundreds of vendors, it's best to peruse your booth to see how well your bread tastes at your next show Will be.
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It can be hard to resonate in a sea of competition. In this article, learn about some digital marketing strategies that will help you make a lasting impression on your next business exposure and most importantly keep the conversation going when everyone comes home.
Make video
Video marketing is the foundation of any well-crafted marketing strategy as it is very effective in increasing sales. In fact, one survey found that 94% of survey respondents felt that video helped them make a buying decision at least once.
If costs are holding you back, don't let the potential product price tag scare you. In this golden age of DIY video production, the tools you need are already at your fingertips. Your phone's video camera can be integrated with free, online editing software (such as Canvas) to help you create professional-looking video content.
To make your video content work in conjunction with your trade-show booth, you can send an email pre-show as a way to create an ad. To keep your new acquaintances interested during the show, send them a follow-up email to help keep the conversation going. You can always play video on loop in your booth, but keep in mind that this technique works as a good chat starter or just a fun diversion.
The score for the Action Giveaway
There are many mistakes in asking visitors to your booth to follow you on social media. For starters, you sound (and feel) like a broken record. Most importantly, until your visitors pick up their phone and click 'Follow', the idea is lost upon arriving at your neighbor's booth. Instead of asking them to follow up, encourage them with action points.
By gifting Points for Action, you can ask participants to like or follow you on social media (except Facebook) for an added chance of winning your gift. In addition to the following, you can use Gifts to collect contact information, such as name and email, so that you can follow up with partners after the trade show is over.
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Is it hard to sound cheap? or. With software like Shortstack, you can create your gift using a pre-made template and then publish it as a landing page. The rest of the logistics are simple too – use the landing page link to create a QR code, then print the QR code and display it in your booth so that booth visitors can scan the code on their phone or iPad to innovate.
Offer instant win
Driving traffic to your booth with gifts is not a new strategy, but when you make that gift a winning gift, it adds a whole new element of excitement to the participants. There's a reason casinos are full of sirens, tunes, and chimes - they're winning money to warn those around you.
Even if your gift of instant winnings doesn't come with literal bells and whistles, you can count on the overwhelming surprise of the people who kicked the winners out of your booth. This is another advantage of an instant win race - you can offer more than one prize, ensuring that passion fills the room nicely.
Like the Points for Action gift, this gift will help you collect valuable contact information related to your follow-up strategy after the trade show is over.
Create a photo gallery
Trade shows are for a trade but they are not for trade. In general, attendees, booth hosts, and vendors enjoy interacting with each other, forming new relationships, and participating in trade-show activities. You can help participants by creating photo galleries and displaying them online.
Set up a photo opt area in your booth or take a selfie. Send a follow-up email to booth visitors with a link to your photo gallery so they can find your photos in the crowd.
Build a Thoughtful Email Strategy
After the show, no matter how many hours you spend behind your desk, it's not possible to personalize your follow-up for every lead involved in your CRM. Instead, share your leads and use thoughtful email marketing strategies to help you stay in touch. That way, you can divert all your new contacts by focusing your personal attention on the hot leads.
If you think automated email will hinder your engagement, conversions, and customer retention, think again. By personalizing email appropriately, we are able to maintain quality communication with each of our audiences. It only takes a few thoughtful parts.
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Examples of email sections might include a list of email addresses from which you collect your gifts (read about Point for Action or Instant Venus Giveaway). Be sure to delete the contacts you want to add to other broken lists. You can also have a section on "hot" leads - these people gave you their business cards or took your cards. They may have stopped talking or asked a question or two. Finally, you can make a list of people you expect to see in your booth but miss out on.
Summary
Whether you're new or experienced in the trade-show game, it's no secret that focusing on your business is hard. Try some digital techniques to lift some of the weight for yourself. Here are some ideas to get you started:
make video
go to an 'extra point'
create a photo gallery
Build a Thoughtful Email Strategy
offer instant win
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