©2017 Mark Koa, COSRental
The value of trade shows for marketing is immense. For starters, people at trade shows are already in a shopping mindset, with 92% of attendees looking to discover and learn more about new products.
So how do you ensure that your exhibit booth gets the traffic and attention it deserves? This basic guide will walk you through 3 simple strategies that does just that.
Creating A High-Trafficked Exhibit Booth Starts With Picking The Right Trade Show
Part of getting good traffic at trade shows is to ensure that your target audience is attending!
You may have the most accommodating staff manning the booth, high-impact audio and visual equipment, or man’s best invention since sliced bread.
But if you’re at the wrong show and people who’re likely to take interest in your offering are not attending, you won’t get traffic. Maybe a few freebie-seekers and aggressive networkers, but not the people you hope to attract.
Here are two things to look for in a trade show to guarantee traffic:
Attended By And Close To Your Target Audience
Foot traffic is great.
Targeted traffic from attendees whose interests, problems, and needs are similar to your customers. And the better you know your customers, the closer you get to the ideal trade show. Now is a good time to sit down with your top 10 to 20 customers. Ask them:
- What trade shows they attend every year?
- What are they looking for in the exhibition floor?
- Why did they choose your company?
- Is there any particular feature of your product or service that they find attractive?
- How did your offering helped them solve their problems and challenges?
Not only will you discover which shows they attend, you’ll also have a better idea of how to build the exhibit that attracts the right kind of traffic.
And do pay attention to your distribution area and the show’s location. Up to 60% of trade show attendees are from within the 200-mile radius of the venue. Go with the trade show whose venue is close to the areas your business caters.
Fitted With The Latest Attendee Tracking And Management Technology
Event technology is your friend when it comes to running a successful exhibit. In particular, the advances in attendee tracking and management can help maximize engagement, brand exposure, and traffic.
Take radio frequency identification (RFID) for example. Thanks to RFID, event organizers and exhibitors won’t have to guess about traffic. The technology presents in plain view who visited which booth or aisle, the number of people passing through a route, and more.
For exhibitors, RFID gives better insight about the demographic of attendees - job title, industry, age, and location - and the product booths that interest them the most.
And then there’s near field communication (NFC). This affordable tech is being used across a number of events like music festivals and conferences. NFC sends data over radio waves, delivering a variety of content like surveys, downloadable apps, and event updates minus the paper waste.
For trade show organizers, this means lower costs and reduced waste. Exhibitors, on the other hand, are pleased with the easier and smoother lead capture afforded by NFC.
When choosing a trade show, you want to give special attention to shows that employ such technologies. No matter how well you did this year, you will want to do better at the show’s next edition - and #eventtech like NFC and RFID can help you do just that.
Use Digital Marketing To Your Advantage
Digital marketing is an umbrella term which describes the marketing of product and services using digital technology. Search optimization, social media marketing, and PPC advertising are just some of the most popular marketing techniques in the digital age.
Internet usage around the world is only increasing, with 77.6% of people in Europe and 66% in the Americas connected to the web.
And for businesses looking to promote their trade show booth, digital marketing can give the reach needed to make the exhibit a success.
Now, the number of digital marketing tactics is only growing. So instead of overwhelming you with an long list of tactics, let’s take a look at two tried and tested ways to drive traffic to your booth the digital way.
Promote Your Presence On Social Media
Social media can help you generate leads and traffic to your exhibition booth, while slashing costs by up to 80%.
Now, social platforms are a dime a dozen. And you don’t want to spread your pre-show marketing efforts thin. So which social media networks should you focus on?
The right channel is where your target audience goes to online.
So take a thorough look at your prospect’s browsing and social media habits. See where they stay and focus your efforts on establishing presence on that channel.
Now, it’s possible that the people you want to target are across multiple platforms. And below, we take a look at the most popular social networks - from quick statistics, best practices, and the types of event marketing material that work best for each.
Instagram can be an excellent platform for promoting your presence on the event. Its reach is sweeping the online world, with Instagrammers surpassing the 500 million-mark. Not to mention their users cover a wide age demographic, from teenagers barely out of middleschool to 64-year olds enjoying their retirement.
Instagram’s highly visual nature makes it an ideal place for sharing photos of the staff in action, a short video tour of the venue, and close-ups of the best attractions of your booth.
Over 450 million users manage their professional on LinkedIn. For B2B companies especially, the network can be a powerful pre-show promotion tool.
Take a closer look at your professional connections to see who’s attending or might be a good fit for the show. You want to engage with this people in a casual, not salesy tone. Bring up the trade show and your booth number as an aside, and encourage them to drop by if they have the time.
Keep an eye on LinkedIn groups relevant to the event. If you can contribute valuable insight to conversations while briefly promoting your attendance as an exhibitor, you’re golden!
Twitter is the king of real-time social communication, with feeds moving at lightning speeds. The micro-blogging platform works best for sharing bite-sized and just-in-time updates before, during, and after the event.
Around 6,000 tweets are posted every second and catching the attention of potential booth visitors can prove challenging. You want to provide value and promote your attendance. But at the same time, you don’t want to annoy people.
A good rule of thumb to follow is to never tweet more than once every hour. And better make sure the tweets aren’t all about your exhibit. Nothing wrong with tweeting about the trade show several times a day. But do mix it up.
A list of the most popular social media channels won’t be complete without Facebook. The brainchild of Mark Zuckerberg now has 1.79 billion active users every month, with the average US consumer spending about 40 minutes on the network everyday.
Facebook pages and profiles allow for a variety of updates - from videos and photos, notes, to long and short posts. However, Facebook feeds aren’t as fast-moving as Twitter’s. So short and constant updates may end up clogging your followers’ feeds.
Instead, use Facebook for more substantial updates like photo album uploads, daily video recaps, and long status updates.
And one last Facebook tip: consider using the network’s paid advertising platform. Fitted with extensive targeting and ad testing features, Facebook Ads can be an effective and affordable tool for driving awareness to your exhibit
Email is still one of the best ways to reach audiences and potential booth visitors. With an open-rate of 21.37% and CTR of 3.57% across multiple industries, email provides better bang for your marketing buck than other communication platforms.
For a successful email marketing promotion, you want to create a list of people who fit your audience’s profile and are likely to attend the event.
You need to review several sources to build such a list. First, you want to see which companies and individuals reached out to your business recently, but are yet to become customers. Check the usual touch points like questions on social media, office visits, and phone calls.
Next, you want to speak with the trade show’s management team to see if you can obtain pre-registration information or last year’s list of attendees. These people have already shown interest in attending the gathering. And if they do come, you want them to drop by your booth.
After building the list, preparing an effective email marketing sequence is the next step, and this varies from one industry to another.
But one thing to always remember:
Make your pre-show marketing emails about them - their problems, challenges, and the solutions you offer. It’s the best way to catch their attention.
Lure Attendees To Your Booth With The Right Giveaways
People love giveaways!
In a 2009 study by the Promotional Products Association International (PPAI), over one thousand consumers were sampled to see how they react and respond after receiving promotional products and giveaways.
The end of the study saw 94% of the participants remembering when a specific product they received while 89% also remembered the advertiser. And many said they’d love to get more from the brands they support.
Yes, giveaways can do more than just attract traffic to your booth. It can also leave a lasting impression on attendees. So how do you pick the right giveaway? Here’s a 4-point checklist to keep in mind.
Aligns With Your Brand And Message
What message do you want to convey to exhibit visitors? That your company is professional? Punctual? Or maybe reliable? Whatever it is, you want every element in your exhibit, especially your giveaways, to steer towards that direction.
Our company, COSRental, rents tech and A/V equipment to event professionals. And we like our clients, especially those who need to get everything together in short notice, to view us and our rental services as a stress-reliever.
If we are to exhibit at a show like Event Tech Live or The Special Events, stress-balls or a pack of relaxing teas can be a great choice as they suit the message we want to convey.
Valuable For Attendees
Pens and coffee mugs were once the go-to giveaways for exhibitors, and for good reason. Just about anyone - from stay-at-home moms, new employees, to company CEOs - will find both useful for their day-to-day activities.
Now, this isn’t to say you should pick pen and mugs as your giveaways. They’ve been overused and won’t score you points in the uniqueness department. But you do want your freebies to be useful for the recipient.
Think about what your target audience has to do everyday, without fail. And more important, ask how you can help them with those daily duties. The answers can lead you to a giveaway idea that catchy, unique, and practical.
Made To Last
Think about it:
Your giveaway will carry your company’s logo and branding. It can be an exceptional branding and promotion tool - but only if it’s made to last.
Pens that run out of ink or planners whose leaves fall off just after the show won’t earn you the respect of booth visitors. Attendees won’t benefit from it and it will reflect negatively on your brand.
So when shopping for giveaways, make sure the items are durable.
Fits The Budget
And last but not the least, the giveaway needs to fit your budget. Giveaways are just one component of your exhibit. It’s great for attracting foot traffic and increasing brand exposure, but not the whole enchilada.
The freebies must reflect the number of attendees you hope to attract to the booth, and well within the projected value of a new customer.
Mark Koa is the department manager of COSRental - an event and conference equipment hire company. Passionate about all things #eventtech and #digitalmarketing, Mark has manned his fair share of trade show booths and is always ready to share his knowledge and experience.