To maximize trade show ROI, attendee engagement should start well before the event takes place. Pre-show engagement is a great way to build excitement and create meaningful connections. According to Exhibitor, pre-show engagement increases foot traffic to your booth by 82%!
How Event Management Companies Help with Pre-Show Engagement
Before the trade show, the event management company hosting the show should provide essential information to help you engage your attendees. Using lead capture technology, pre-registration apps, and other tools, you should have access to a dedicated online platform where you can access attendee lists, set up one-on-one meetings ahead of time, and get support with marketing your presence.
Pre-Show Engagement Strategies
Effective pre-engagement efforts help you gather insights about your attendees so that you can tailor your trade show presence. It’s best to start the pre-engagement marketing two to three months before the show. Send personalized invitations, start scheduling one-on-ones, and keep the communication flowing throughout the weeks leading up to the show.
Generate Pre-Event Social Media Hype
From dedicated event hashtags to pre-made social content that exhibitors can use to engage with attendees and amplify pre-show hype, social media plays a key role. Consider doing countdown posts that offer sneak peeks into what will be available for attendees, from great food and swag to must-see hands-on showcases.
Leverage Email Campaigns
After the initial invitation, email can be a tool for building excitement and creating a compelling need to attend. Be sure everything you send is personalized. Share exclusive previews with the people on your list and use email to schedule meetings ahead of time.
Offer Exclusive Early Access
Tease a product launch or a demo that can only be seen at your booth. Issue exclusive access passes, redeemable at the trade show, to those who engage with you before the event. This strategy can help build momentum and ensure your trade show booth attracts attention when the event starts. But getting attendees to your exhibitor booth is not enough.
Prime Creative Marketing suggests that in the days leading up to the event, exhibitors should remain in close contact with attendees, adding that exhibitors should “send out a ‘Know Before You Go’ communication with logistical details, schedules, and important announcements.”
Pre-engagement helps drive qualified traffic to your booth, ensuring that the leads you capture are more likely to be interested in your offerings, increasing your chances of converting them into paying customers.
Post-Event Trade Show Follow Up
Connecting with attendees at a trade show but failing to follow up afterward defeats the entire purpose of investing in exhibiting. Again, your event management company can make post-show engagement easier by providing attendee contact information for lead follow-up, collecting exhibitor feedback to improve future shows, and providing you with detailed reports on booth traffic, lead quality, and ROI.
Post-show engagement allows you to build stronger relationships and drive more sales. Neglecting post-engagement can lead to missed opportunities and a failure to capitalize on the valuable connections you've made. Potential customers may forget about your company, or they may choose to work with a competitor who is more proactive in their follow-up efforts. Investing time and resources into post-engagement strategies is crucial for ensuring that your trade show participation pays off in the long run.
Splash has made available a list of post-event steps every exhibitor should take.
While pre-engagement strategies are crucial for setting the stage for a successful trade show, post-engagement tactics are equally important in capitalizing on the leads and connections made during the event.
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