Where do you go from here? Step 1: Outline Your Companys Goals for the Conference or Trade Show. Heres what you do next: Promote your media coverage. How it maximizes ROI: If you generate buzz for your company before a conference or trade show, those who pay attention to industry news will already know who you are before you show up meaning the hardest part of the battle has already been won. Make sure you post whats happenin at the conference on Facebook, Google and LinkedIn, tagging all the relevant people along the way. In this particular case, Wild Soap is a smaller operation with an active, thriving social presence. Using Twitter to Increase Booth Traffic. How it maximizes ROI: Step and repeats make for great backgrounds for Facebook profile pics. Is it actually reaching users feeds?
How to build your social media marketing strategy for 2019 Sprout, social
Heres a guide to everything you need to know about ordering and using a step and repeat. At the very least, it puts you on the radar of the people who organize the event. At the very least, publish a blog post announcing that youll be at the event and discussing what aspects of the conference youre most looking forward. Trust us, this is nothing you want to try to cram into a weekend, which is why pre-planning is an important part of this process. Even with the ease of social media and mobile outreach for networking, trade shows continue to be among the most powerful, results-driven marketing tools for reaching potential buyers. Thats why social customer care is so important to brands wanting to increase audience awareness. With social media, and Twitter in particular, you can talk to multiple people at once without even being in the same room! At night, feel free to go out, mingle and have a few drinks to celebrate all of your hard work but in the morning, make sure you get your hustle back and continue marketing your business at the event. We must interact with people online and tie in the real world.
Step 2: Choose the Right Conference, Trade Show or Convention to Attend. Pre-conference buzz leads to more media coverage, the event organizers tend to like it, and when properly leveraged it can create sales and networking opportunities. Still overwhelmed by the specifics of what you should be posting? When choosing a conference, give your PR team a healthy heads up 90-120 days is a great lead time. Then you'll have enough! For example, if you sold various soaps, handmade natural soaps would be a great keyword to investigate. Sun Tzu taught us that you need to know your enemy in order to beat your enemy, and its fair game to finagle better booth space (like near the elevator everyone takes). Excluding major retailers like Amazon and Bath Body Works, take a look at whos popping up in your space both organically and via ads. If part of your strategy involves breaking company news at the conference or trade show, have your PR team distribute a release at the event (and make sure all the reporters from the media list are included, as well). Savvy business owners and marketers embrace the opportunity to reach their target market by attending trade shows relevant to their market sector, and therefore exert every effort into showcasing their product lines. A reporter from the New York Times probably wont care about your new ebook launch or the fact that youve rebranded. The good news is the odds are in your favor: according to a recent survey of professional marketers, 70 agreed that marketing at in-person events tends to have the biggest payoff (at least for B2B).
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You should do this for a solid 30 days before the conference. Good luck and happy 2019! Brands should strive to set goals that are actually attainable. Follow up with the reporters who gave you media coverage. Did customers find your recent campaign offensive? Research event listing websites at the local and national level. All the while brands got bolder, launching conscious and seemingly controversial campaigns as customers want to see brands get real. Besides, the actual event is the fun part!
Does your company utilize social media as a way to market your business at trade shows? If so, you might want to pass and save your money for a bigger, better conference. Create a loyal fanbase. Through more efficient social media targeting, you reach your core audience much faster. Using social media to raise your profile and get new followers. Tag (ID) people and all of their friends see your page. That said, those numbers need to be put into a context that circles back around to your original goals. We recommend sending at least two people to conferences, conventions and trade shows.
These are all things you should know before you write the check, so that you can write a bigger check if necessary to snag the best booth location possible. This is the measurement of how users reacted to your content, brand or hashtag. This guide will break event-based marketing and PR down for you, step-by-step, so that you can leave your next conference feeling great about the investment you made to attend. You can always leave it packed away, but you cant magically create more out of thin air if you need. Create and curate engaging social content Your social media marketing strategy is obviously centered around content. Maybe even write a quick blog post, including some of the photos and videos youve taken that day. Does it look like theyve implemented an event-based marketing plan yet? According to our Index, a brands average response time is around 10 hours. Consider Sending Out a Press Release Lets say that the news youre breaking at the event is a new product or updated product design. Does it look like the conference is a fly-by-night operation, held at a third-rate hotel by an airport? Being organized about Twitter, list building and interacting with the people you want to target enables you to be in several important conversations at once. The more impressive the lineup of speakers, the more likely it is that high quality attendees will show up as well and these are people you may be able to convert into clients or customers. And trust us, its A LOT of work.
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Your brand cant forget these core elements of networking. Whether you are sharing photos with your friends on Facebook, recording the most interesting snippets of your day on Twitter, or connecting with old work colleagues on LinkedIn, these sites offer a great way to reach. Instagram is one your premier channels to work off visual themes. Active social media channels. Promote the fact that youll be at the conference or trade show via all social media channels, and dont forget to tag the events social media pages! This means looking at your top-performing content and fine-tuning your campaigns accordingly. The last thing you want to do is ignore those who engage and lose out on sending more down your marketing funnel. This should get you some pre-conference buzz to augment your event-based marketing, as well as promote the event itself (which the organizers will be happy to see). Theres no shortage of options for brands to play the role of producer these days regardless of your budget. With all the updated algorithms, organic content has a tough time reaching the majority of your audience.
Across all networks, social video content is among the most viewed and shared hands-down. Youd be surprised how far a few good pictures can go but they wont go anywhere if you dont take them. Write down details on the backs of business cards if necessary, but remember who they are so you can remind them who you are after the event. We sent Mat a pitch via email and followed up with a tweet, which led to the Wired team doing a really awesome review of our clients product. Step 5: Market Your Business at a Conference or Trade Show (After its Over) The work involved with marketing your business at a conference or trade show isnt over after the closing reception. Facebook was shrouded in controversy due to its algorithm changes and privacy concerns. Thats why building content themes is a great approach to sectioning out your content. Profitable exhibitors understand the effectiveness of personalization in their message. Developing marketing collateral (like pictures and video) for future use. Use the mail, emails and social media to update people and maintain ongoing contact. The end-result is squeezing way more out of your social spending. Trade show publicity AND speaker sponsorships. Sample Social Media Goals for 2019.
If youre going to hand out branded tchotchkes, they should be relevant to what your company does. Past media coverage Did high profile media outlets flock to the event last year, and the year before that? Let the people you met know that it was great to have connected with them, and remind them how you met and who you are something to jog their memory, like how you enjoyed your conversation about (insert what you talked about here). For channels like Facebook, organic engagement is much harder to gain traction, which is why many brands turn to Facebook Ads. Partner with event sites, local media, and online magazines. Before you can get to the event-based marketing prep work for for your business at a conference, you have to figure out which one(s) youre going to attend. Their posts score tons of engagement on a consistent basis. A Venngage infographic showed.7 of marketers said their top struggle with creating visual content was doing so consistently. This dynamic approach to marketing makes perfect sense in a day and age where social media is constantly evolving. You can tweet your show details to thousands of your followers via Twitter, send updates to groups of friends on Facebook, and utilize other social networking platforms to build hype. Its always better to dig deeper and find what people are saying. Check out how Profetic uses collage-style content to tie their feed together for something totally different.