Digital Strategies to Succeed at Trade Shows: Before, During & After

A trade show, digital, hybrid, or in-person, is a perfect way for businesses to build their brand awareness, network and showcase new products or services.  

So how does your business make the most of this opportunity and achieve the best return on investment? The answer in today’s trading landscape involves leveraging digital strategies before, during, and after the event. Exhibitors that leverage digital strategies and solutions will be able to present their brand and products in a more compelling way, network more effectively as well as nurture leads and turn them into satisfied and returning customers faster.

Keep reading to learn about how digital strategies can help your company maximize opportunities at any event, whether digital, hybrid or in-person.

Don’t hesitate to get in touch with the IBT Online team, as we are here to help you launch your digital strategies!

Part 1: Pre-Show!

Leading up to the event is the time to implement a targeted marketing strategy and create bespoke content. Watch this video to learn about the three most important digital strategies to leverage including your website, social media, and videos. 

1. Your website is your best sales rep, a curated showcase of your products and services operating 24/7 for you so don’t miss out on the opportunity to revamp and update your site ahead of the event. This is crucial, as your prospects should be able to find you easily online, navigate your site and get a feel for your brand, and products. Include a blog on your website that discusses your attendance and engagement with the upcoming event. Link this blog to the actual event and give your buyer persona the opportunity to connect using calls-to-actions.
2. As per every marketing channel, social media requires a structured approach to ensure you are always reaching the right people with the right message, at the right time. ​Creating a content calendar is the best way to achieve this and we recommend launching this 4 to 6 months ahead of the event. To maximize your ROI, we also recommend a combination of organic and paid as the one boosts the other.
3. Social media is an interactive and dynamic space, and videos are the perfect digital strategy to further leverage this opportunity. The pre-event phase is the best time to make informal, dynamic videos that capture attention, spread awareness about your brand and products, promote your appearance at the upcoming event, and bespoke videos to specific attendees that you are excited to meet.

Part 2: The Event!

Now is the moment to launch your event strategy, in which your exhibition booth (whether physical or virtual) as well as your team need to make an impact!

Watch this video to learn about the 3 top digital strategies you need, including a bespoke landing page, social media as well as video marketing.

1. Having an online landing page that is bespoke to the event you are exhibiting at is in fact a priority. Take the time to design a strong landing page with relevant content for the event, situates your company’s credibility within the industry, and offers a call-to-action so the lead can get in touch.
   At a physical trade show have a QR code on your stand so that a prospect who is perhaps not quite ready to engage with you can scan it and be directed to your landing page to learn more. For a virtual event use the landing page as a shareable piece of content, if you are presenting or having a conversation with a prospect share this link so that the lead can learn more.
2. It’s time to connect with those prospects that you have been meeting and researching. Continue to leverage your social media content to bring the event to the broader audience who aren’t attending. Your posts should include photos, schedules, your booth location etc. By keeping your followers updated with the trade show you are providing them valuable information and generating interest in your company and products. Use social media to encourage people to interact with you at the event, provide your booth number or a location map for the show, and who will be present.
3. Video marketing is a must for any well-constructed event strategy because it’s so effective in boosting social engagement and helping you nurture your leads throughout the buyer’s journey. Use videos to build a strong affiliation between your brand and the event and boost your overall brand awareness; include a short video of you arriving at the event, where your booth is located, a teaser of your presentation etc. Live video is also an excellent way to reach a broader audience and start engagements. These live streams could be a presentation, a demo, or just a Q&A opportunity. You could stream live from your booth and invite people to meet and ask questions. Live videos can serve as a magnet at the event as well as a valuable piece of content for continued lead nurturing.

Part 3: Post Show!

Your post-event strategy should ensure your company creates a lasting impression at the event, captures a wide network, and effectively sets up these leads to become long-term clients. Watch this video to discover the 3  most important digital strategies to leverage including your Customer Relations Management Tool (CRM), Email Marketing, and bespoke content from the event.

1. You have networked effectively at the event, so now is the time to upload these new contacts and segment them into your CRM. The more detailed information that can be added the better, as it will make your follow-up strategy more effective and your sales team more successful. We recommend segmenting your leads according to the stage of where they are in their buyer’s journey, including notes about what was discussed, if orders were taken etc. Segmenting your leads this way will allow you to determine the next steps for each lead and meet that prospect where they are at. We also recommend that the ‘hot’ leads receive a call as soon as possible from the sales team to chase the opportunity presented. 
2. To build out your sales pipeline with your new contacts it is crucial to nurture your leads using bespoke email campaigns. Segment your leads and use a thoughtful email marketing strategy to help with the colder communication. Creating a bespoke email marketing strategy will help to keep the conversation going and nurture your leads until they are ready to buy. We recommend creating 3 bespoke emails before fully integrating them into your overarching email campaigns. When creating your emails, always keep in mind that your copy should be relevant, personalized, consistent, and provide quality content.
3. Your post-event strategy should emphasize the bespoke content generated from the actual event. This includes presentations you made, LiveStreams recorded, Q&A’s that you participated in, product announcements etc. Turn these valuable assets into long-term shareable content that sits on your website and social media accounts. The content created and insights learned from the event should also influence your future content and strategy planning, as they speak to upcoming trends and best practices to navigate trading challenges.

More than ever before, exhibitors are leveraging digital strategies to succeed at trade shows. These digital strategies not only offer your prospects a more personal experience of your brand, but they also meet the prospect’s expectations of the ‘buying experience’ – as the choice has flooded the marketplace consumers expect to be delighted throughout their buyer’s journey. Companies need to adopt digital strategies in order to exceed their customer’s expectations and turn prospects into loyal customers.