Trade shows can bring the brightest minds and the latest innovations together. They serve as a pivotal gathering place for event planners and the general public, offering a unique blend of networking, education, and business opportunities. Because the competition is present and distractions are high, standing out becomes crucial for success.
That’s where pre-show marketing initiatives become necessary. By employing effective strategies before the event doors even open, companies can increase the effectiveness of booth traffic, set the stage for a successful show, and ultimately achieve a more substantial return on investment.
At Expoconn, we’ve learned some pre-show marketing strategies that can significantly enhance your trade show performance.
Targeted Email Campaigns
Personalization can make all the difference in converting an email recipient into a trade show visitor. Segmented email lists allow companies to send tailored invites with language and offers that resonate with specific audience segments. A well-timed series of personalized reminders can keep your show on their radar and encourage pre-registration.
You can also use your email signature line to promote your next big show. Having the event dates readily available to your email list helps to increase awareness.
Social Media Teasers
Social media platforms serve as a vibrant launching pad for pre-show buzz. Crafting attention-grabbing teasers and utilizing targeted ads can stir excitement and curiosity among the general public and industry professionals. Regular content updates highlighting can’t-miss experiences and exclusive previews of what you’ll showcase at the trade show can help build anticipation and draw crowds.
Partnering And Influencers
The business to business world is much more challenging to have an influencer or general PR layer of marketing. It’s much more difficult to find an influencer if you manufacture pressure sensors, or cyber-attack prevention software, for example. This is where Face to Face marketing shines. You can invite as many folks to your show as you like and have a real conversation. The explosive growth of face-to-face marketing over the past few years points to a marked shift that it’s difficult to solely use social media or blog content and be successful in the B2B marketplace.
Early Bird Offers
Everyone loves exclusive deals, and capitalizing on this can drive early registrations. Flashing enticing early bird offers to your audience encourages prompt action and can create a bandwagon effect, spurring others to jump on board for fear of missing out on a good deal or an exclusive sneak peek at what your booth offers.
Webinar Series
Webinars are formidable tools in the pre-show marketing arsenal. You establish thought leadership and nurture relationships with participants by hosting an informative series on topics relevant to your industry. It provides a platform to share valuable insights while extending an invitation to continue the conversation at your trade show booth.
Preparation Paves the Way
Pre-show marketing initiatives are like setting pieces on a chessboard. Each move you make before the event determines the outcome of the game. You elevate your visibility and desirability before the trade show begins by engaging your audience through customized email campaigns, social media excitement, influencer partnerships, exclusive offers, and insightful webinars.
By adopting these strategic maneuvers, supported by the expertise of Expoconn, a leader in the trade show industry, you’re putting yourself in the best position for trade show success. Trade show success is ultimately determined with a savvy pre-show marketing approach.
With over 30 years experience in the exhibit industry, our team of experts can provide you with unparalleled knowledge and guidance. So if you need help with an upcoming trade show, please complete the form or call us at (800) 328-2725 today!
