Integrating social media into exhibition and event marketing can help you to enhance your company’s presence at a show and helps to humanise your brand but can often be forgotten in the busy lead up to a show we’ve put together some tips to help with the process.
Being active on social media will expand the reach of your exhibition and generate a buzz around your brand online which will translate allowing you to get more out of your exhibition reaching more people who may not have attended the show as well as attracting those at the show who may not have heard of you yet but that are following hashtags related to it.
Your social media strategy should be part of your overall exhibition strategy regardless of the platforms that you use. Create a content plan that details what you are planning to post and when. Having a plan makes it a lot easier to post and stick to posting rather than posting intermittently as well as being more likely to keep people engaged.
Build awareness and interest before your event letting people know that you will be attending and what they can expect, share sneak peaks of new products and services that are going to be launched at the show to keep interest. Hubspot provide lots of tools for social media planning to help get you started.
Find out the show hashtags and use it in all of your posts relating to the event to generate interest from those that may not be following you but that are following the hashtag as well as to build hype around the show making it more successful for you.
You can target people who have shown an interest in the event to narrow your audience and reach the right people.
It may be worth creating your own hashtag for the event to promote your brands presence at the event and linking this to your exhibition stand with things such as an Instagram wall making sure you maximise your investment and gain greater brand recognition.
You can use social media to make your stand a ‘must see’ before you are at your trade show, options for this are
- Running a competition that includes attendees taking a picture on your stand, your show hashtag and your social media handle to give attendees a chance of winning something. Adding another layer of publicity to your stand as well as helping you to build a list of attendees to follow up with.
- Use social media to allow people book appointments to see your staff prior to and during the event.
- Use the exhibition as an opportunity to create a promo video for any new product launches that can be shared on social media after the event.
- Offer freebies for those who come and visit your stand, or offer tokens that can be redeemed when visitors go to your stand.
Connect before the Show
Before you attend your show take the opportunity to connect with others that you know will also be attending the exhibition, customers as well as other people who are working there such as show organisers, industry journalists and other companies attending that may want to collaborate. This gives you the chance to make connections and develop relationships and re-sharing, liking and commenting will help to show support, build relationships and increase awareness of your event.
To keep people interested you need to keep your content fresh and free flowing. Exhibitions give you some great content opportunities if you make the most of them, take photos and videos and you can pick the best to share to your schedule. Ideas for exhibition content include.
- 3D visuals of your stand design
- Setting up
- Selfies of your team on the stand
- Product demonstrations
- Visitors engaging with your stand
- Highlight giveaways
- Visiting other attractions at the show
- Pack up
- Selfies with happy customers
Using social media can bring visitors to your stand but it also allows people who weren’t able to be at the event to feel like they were there with you. Make sure that you are responding to comments, likes and questions quickly to keep everyone engaged.
Once you’ve packed away and recovered from your exhibition make sure you follow up. Have an action plan in place to follow up with those who engaged with your brand at the event. Send a personal thank you to your team, visitors who engaged and anyone else who offered you support.
Talk to us today about integrating social media at your next exhibition or event.