The focal point of any company’s presence at a trade show or other event is the booth - the place that customers, prospects or attendees can experience your brand on a personal level. It could very well be the first impression that a prospect has of your brand.
So it’s no surprise that much of the emphasis is placed in pre-show, at-show and post-show marketing activities around the booth. However, there are opportunities outside of the booth and show floor that exhibitors can take advantage of to build their brand and maximize their presence at the event.
Trade shows and exhibitions often hold education sessions, special speakers and other events around the show floor. Hosting or sponsoring one of these sessions is an additional means to get your brand, marketing materials or promotional products in front of industry influencers and prospects. It’s also a great way to position yourself as a thought leader in your industry.
All work and no play can make for a dull event. To provide a little relief from the stress of the day and add networking opportunities for attendees and exhibitors alike, social events are often hosted around the show site. It’s another opportunity to place your brand in front of attendee but in a more laid back environment. If all goes well, you will create and positive buzz around your brand.
Social media offers several ways to engage people at the show and those who could not make it. Post photos and videos from the event or your booth to Facebook or Google+. On Twitter, find relevant hashtags and participate in discussions taking place about the show. These activities will drive attendees to your booth and bring the show experience to everyone else.
It’s Building the Brand
The overarching goal of exhibiting and a trade show or other event is to build your brand. While it may be difficult to track leads and conversions with these activities, your brand’s exposure increases exponentially. You become more that just another exhibitor.
Looking for More?
If you would like more event marketing ideas, including ones for before, during and after the show, download our free whitepaper, “Booth! There It Is.”