It seems like every time there’s a new digital technology, social media tool or gimmick—it exponentially increases the complexity of an already-dizzying array of options. As a marketer, you’d like to say you’re giving your brand every advantage—but can you ever be sure? While we can’t predict the future, or speak to the entire field of tools and options, we can offer some battle-tested tips to help you set the digital stage for success at live events. In this post, we’ll focus on 3 ways to harness digital marketing for your trade show or congress exhibition.
1. Laying the groundwork
As you plan your event, it’s important to preview your brand’s offering to your audience as well. They’ll make a point to find your booth if you give them a reason to. Some things you might consider:
- Sending an invitation email to your database
- Boosting a post about the event on social media
- Creating a video or live feed that talks about the show
Keep in mind that the goal isn’t just to create awareness of your participation in the event, but also to give attendees a taste of what they can expect from your brand—at the event and beyond. Yes, the meat of the message should include the vital details such as booth number and other landmarks, but be sure to include a veggie side that hints at what’s in store for them once they get there—and always plate it up with visually-appealing, on-brand design. I should probably eat something.
2. Building your audience
Hopefully, you are already engaging in audience-building activities for your brand such as content and social media marketing. Get the most out of your existing assets and investments by making sure they work together. Some additional ways to keep your brand top-of-mind for your audience:
- Adding a retargeting pixel to your website
- Conducting a Facebook giveaway with Lead Ads
- Engaging your existing audience for referrals
While each of the above tactics is relatively small in scale, their cumulative effect can be substantial if they harmonize around your strategy and are executed well. But, as with most things that are worth doing, patience will be required.
3. Producing content
As a business, you are already engaged in business activities. If you aren’t sure where to start with social media for your business, a good place to start is simply beginning to document what you’re already doing. You may be surprised to learn how many friends, colleagues, and even competitors will show you love on social media. Examples of this include:
- Livestreaming a demonstration at a trade show
- Recording a walkthrough of your event space, or an interview with a trusted client
- Utilizing the now-ubiquitous “Stories” feature (Instagram, Snapchat, and Facebook)
Creating content is much more than simply making noise on the internet. As a brand, it’s up to you to decide which channels, audiences, and messages resonate best—and most directly contribute to your communication goals. And once your plan is set, successful execution is more about consistency than anything else.
Digital marketing doesn’t have to be an ocean of chaos. And with the right ideas, tools, and partners, it can drastically improve your brand’s visibility—and of course—revenue. At Tamooz, we work hard to tell your ideal brand story—no matter the medium. If you’d like more detailed information about marketing, branding, or exhibiting; be sure to follow our blog, and visit us on Twitter or LinkedIn. Or—to get better acquainted—give us a call at +1 612 234 1153 (US), +44 7 835 160 205 (UK), +972 3 681 8885 (IL), or [email protected].
