Whether it is your first trade show exhibit, or ninety-ninth, you can expand your trade show audience via your company internet presence. Perhaps it was Microsoft and Apple that first pioneered this idea. At two different shows, both Bill Gates and Steve Jobs gave keynote speeches that were posted online as video on their company’s website. Now it is possible to go well beyond online video.
Here are some exciting ways to expand your trade show audience online:
First, add a trade show page to the company website – with a headline/link on the home page – that is devoted entirely to your trade show exhibit and booth experience. This can create a lasting impression of the show, of your brand, and of your marketing message. Much of what is posted on this new page can be done in real time.
- Post videos and photos – of virtually everything of note: keynote address, show opening, show overview, booth activity, time-lapse video of the installation and dismantling of the show…virtually anything of interest.
- Post articles – in advance of the show, during the show, and after the show.
- Invite people to your booth – via your website, social media, and email. Further, make the show as real as possible for those who cannot physically attend the show.
- Share real-time highlights from the show – real time video is magnetic for any audience. Whenever possible, use more than one camera for different perspectives or placements.
- Keep the page active after the show for a while.
Second, use email campaigns – The first email campaign should go out prior to the show – perhaps a week or more in advance – that announces (your company’s) participation in the show. Another email could be sent out as a reminder right before the show. Then, during the show, one or more email campaigns could be sent as updates. Emails might include:
- Presentations – that are being displayed at your booth, as well as other presentations during the show.
- Video on demand – email a link, or links, to highlight video from the trade show event
- Link(s) to web page – always include one or more links to your trade show web page.
And finally, use social media to promote your trade show web page and share real-time action/highlights from the show. Use the timeline in Facebook to keep your audience engaged. Send out regular tweets on Twitter during the show. Use Google+, LinkedIn, and other social media to reinforce your internet efforts and to further expand your trade show audience.