Planning Your Trade Show Content Marketing Strategy?
Are trade shows still relevant this 2023? Will trade shows still pursue amidst the lingering Covid-19? Will you choose the trade show to launch your new product or service? These questions bother business decision-makers, and Digital Marketers, who are capitalizing on trade shows benefits yet are hesitating to harvest more viruses than profits.
Trade Shows are here to stay, so with the protocols of pandemics. It is up to the organizers on how to make the most of the opportunities and minimize the risks. Trade shows still run, yet on a reduced population as part of preventing the rapid spread of Covid-19.
Some embark on hybrid trade shows as combined Virtual and On-site coverage. Other trade shows are entirely virtual and still have reported success. Depending on your preparedness level, you can choose any of the three options and go with your usual plan of participating in trade shows to present a new service line or product launch.
The thrill of meeting many people, presenting to diverse audiences, and reaping lots of leads is the fun benefits we miss in trade shows. Contact our Las Vegas Content Marketing Agency to help you get started with Trade Show Content Marketing Strategy.
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There is no experience comparable to the actual voices of people hanging out in your booth and sharing information and opportunities. Because we want trade shows to continue and we are here to address the demands of the times, try these solutions to gear up for the next event:
1. Try signing up for a hybrid trade show. The hybrid lets you showcase your company's best and new product or service without physically engaging with hundreds or thousands of people. The hybrid trade show option allows you to set up your booth (inside the venue or at the comfort of your office) and display your new product or service to the guests.
The guests usually are registered users from Microsoft Teams, Zoom, or other video conferencing applications. They receive access details from your invitation or the organizer’s link. You have their email address and mobile number because of the sign-up process. As you go with your live or recorded shows in your booth, you can interact with your prospects and get to know them more.
An essential part of trade shows is getting leads, so make sure to boost your lead advertising campaigns. Engage your participants through contests, games, trivia, promos, Q and A, etc. The goal is to engage them meaningfully through discussions and enlightenment sessions about your product or service.
You have to educate your prospects about the value of your product or service. Offer content that is informative, compelling, and interactive. Have them try your new product and give instant reviews or ask permission for their appearance in your live vlog. Have reporters ask questions about what they like about your special show or the sample service at the booth—an excellent opportunity to learn from your target audience to help in product or service improvement and remarket.
Summarize all of the events in the tradeshow via videos or blogs; feature this content on your website or social media sites. Make sure to follow up your leads via email, call, or visit your online shop. Create follow-up content to transition your prospects from brand awareness to brand patronage. Establish loyalty among clients through rewards and exclusive membership promos.
Monitor and evaluate the progress of your Trade Evaluate Digital Marketing campaigns using quantitative methods that are easier to convert to numerical figures and eventually financial statements. Hybrid gives you the better choice of having the best of traditional trade shows and the current Covid-19 protocols to prevent the spread of infection.
2. Stick to the Face-to-face Trade Show. If your country has very low Covid-19 cases and most of the people are fully vaccinated, then this option is possible to pursue. Nevertheless, you still have to abide by standard Covid-19 health protocols such as wearing a face mask, having alcohol dispensers, sanitation areas, and social distancing. In addition, the number of exhibitors and participants may decrease as part of preventing massive infection spread.
Though limited, you can still have what you want and go with the usual flow of events. There is still the thrill of meeting people face to face, yet at a distance and no handshakes. Digital calling cards are via QR codes. Have standees throughout your booth that show your QR codes so that they can sign up with exclusive membership promos.
Still offer traditional paper email signing up, so you can have the leads ready right there and then. Maximize the personal meet-ups with ready tables and chairs for product presentation, demo, service sample, and actual closing of deals. Invite guest speakers to talk about your product, service, brand, and company and engage the participants through the question and answer portion, discussion, round table talks, games, and other live activities.
Remember to follow social distancing and have the hand sanitizer dispensers available in critical areas. It will be best to give pocket hand sanitizer as gifts to guests. In addition, you can give away alcohol wipes in sachets if you are on a budget. You can also rent a disinfection sanitation machine or sanitization sprayers to keep the staff and guests protected from the virus.
Meeting your target market face to face is the best thing that can happen in the trade show. Maximize this opportunity by asking what they look for in your product line or service and what you can improve on so they can keep on purchasing and availing from your company. Offer solutions to problems or concerns that your customers or clients face and make sure that you follow up with a progress report.
Design your souvenirs in a way that best reflects the best asset or the Unique Selling Proposition (USP) of your product or service. In this way, you leave a lasting impression among your prospects. Give them the best cognition of what your brand has to offer. This memory will help close the deal faster when you reach out again to your prospects.
The selling process goes through the steps of information to purchase. Likewise, the brand goes through awareness, patronage, loyalty, and innovation. Make sure that you have target messaging that fits these stages. Write your content across these phases and level up your persuasive words as the deal closes.
Remember to give the customer or client some moments of quietness to think clearly. Then, be ready for follow-up questions and answers and resolve any hesitations through facts and consistent customer service assistance. Finally, offer a reasonable amount that matches the value of the product or service that you have.
You can count on more sales when you have designed the best value and the most exclusive deal. Establish brand loyalty by giving rewards points or exclusive membership cards for discounts or upgrades.
3. Go Fully Digital. Signing up for the Digital Trade shows also offers benefits such as less cost and more digital marketing opportunities. In addition, you get the most of your current online advertising campaigns and boost your existing lead database. If your product line or service is in the Information Technology or non-contact product or service, then going entirely digital is the most feasible option for your business.
These are some content digital marketing options for your trade show planning. Contact Digital Authority Partners to learn more on boosting your sales and strengthening your Digital Marketing campaigns.
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