Engaging attendees during the event is a complex science that combines your trade show display elements and your staff. But engaging attendees before the show can increase attendance and results. Engaging attendees afterward can significantly build your customer base and boost your ROI for the event.
Here are some ideas to increase engagement before and after the event.
Identify Your Prospects
A prospect is an individual or organization that has a need for your product or service and the money to pay for it. Chances are, not every attendee at any event are actual prospects for your offerings. Carefully choose which events you attend to increase your odds, but still, some people will not be looking for what you do.
And that’s okay.
Non-prospects should walk right past your booth. The goal with your trade show booth display messaging is to only catch the eye of prospects.
But who are your best prospects? Usually, your marketing department or agency develops a buyer persona to describe their attributes, how and what they choose, and their challenges. Once you know who your best prospects are, you can more easily engage with them before, during, and after the trade show.
Engagement Before the Trade Show Begins
Before the trade show, there are many ways to speak to your audience – your ideal prospects. You can simply add the message that you will attend the trade show using your regular marketing strategies. Focus on this target audience with specific strategies, and you’ll find they engage more easily, even before coming to the event.
Social Media Support
The chatter on social media about the event should start well before the date. “Hold the Date” posts should permeate all of your SM platforms. Use the event as a reason to reach out and engage with current followers. Find promotional opportunities to increase your presence.
Engagement After the Trade Show is Over
The worst thing you can do is drop the ball after the trade show is over! But it happens – and it happens a LOT! The show is exhausting to organize, and it takes everything you have during the show. But there is no resting afterwards until your follow-up is done or all that work is lost!
In reality, the point of entering the trade show is to cultivate relationships, and that starts after the event is over. The sooner you initiate contact, the better your chance to convert leads into customers. Send emails. Message on LinkedIn or Facebook. Add them to your mailing list. Make phone calls. Connect with the people who came to your booth and say “thank you” for their support. Make appointments with those who showed particular interest in your products or services. Personalize all communications, and keep your new contacts updated on your brand’s progress and how things move in the market.
In Summary
Small gestures build the foundation for solid relationships between your customers and your brand. Use your trade show booth to initiate those connections. Effective planning, quick follow-up, and a targeted approach help solidify your branding relationships for current and future sales.