- There is no better time to generate pre show buzz or to let your customers know you are making an appearance at a particular event. Using social media channels, use attendees as a mouthpiece. Encourage them to share details of the event early by offering incentives for spreading the word, particularly via their social networks as they decide to attend.
Polls, contests, group chats, and event advice allow you to begin building relationships with people attending the show while maintaining the interest of those who can’t make it. Consider using your fans and followers to help plan the booth. Ask them what they want to see, make it into a contest.
Your interactive trade show booth must create a welcoming environment, something that will draw people in for a closer look.
Here are some general guidelines and high level ideas for making booths interactive and engaging.
- Email blasts to customers in your current contact lists are also key to driving event attendance. In certain situations, attendee feedback prior to the start of the show or event can help craft the event experiences, ensuring a positive response yielding a similar ROI.
Design and create a string of email blasts to current customer and prospect lists, relevant to the show. Use these emails to: tell people you have a booth, encourage feedback and ideas, provide an incentive for attendin and visitin.
Text and Mobile
Without going to great lengths, you can use mobile SMS messages and polling to conduct simple alerts and polls before the event. Text communications are particularly valuable when you will reveal something at the event having to do with mobile - apps, mobile sites, games, etc.
Use SMS and MMS messages to reach people who have subscribed via mobile phone or short code. Like social, text polls are a great way to gauge the perspective of the audience regarding what is valuable for them come show time.
Bloggers have been part of events and trade shows for a few years now, typically used to create content from an event released across social media, the event’s own microsite, and that blogger’s loyal followers. As with all things - this too is evolving.
Consider using industry bloggers not only to create content that promotes your presence at a trade show but to qualify your content, lending credibility to the brand and encouraging show attendance.
A top term for 2014 as event marketers start to put a monetary value on having event attendees link their social media networks to live brand experiences.
Consider product cost savings or discounts, or offering giveaways in exchange for tweets, posts or mentions. You can also give exclusive access to certain area of the booth or content for LinkedIn posts about your company at the trade show.
Identify different types of attendees and market to each segment differently with speciﬁc microsites.
These sites allow attendees to interact with the event or trade show and you before, during and after the actual event starts and ends.