How to get the most out of your exhibition (marketing tips for before, during and after the event)

Summary

In this video, the speaker discusses how to maximize the value of B2B trade shows by integrating them into a broader digital marketing strategy. They emphasize pre-event awareness through LinkedIn ads and targeted content, creating valuable engagement beyond just a stand. The speaker advocates for giving talks instead of just one-on-one interactions to reach a larger audience, offering thought leadership. Post-event, the content generated is syndicated and amplified through digital channels, expanding its reach. The approach highlights bridging the online-offline gap, increasing exposure, and generating qualified opportunities from events.

Takeaways

• 😀 Trade shows should be integrated into a wider digital marketing strategy, rather than being isolated events in your marketing plan.
• 😀 Use digital marketing tactics before the event to drive awareness, such as LinkedIn ads targeted at people attending the event.
• 😀 A good strategy for targeting prospects is using ads on platforms like LinkedIn or Facebook to provide attendees with specific details about your stand and offering.
• 😀 Don’t just rely on giveaways like stress balls and branded pens. Offer valuable incentives to encourage visitors to your stand.
• 😀 Take advantage of proximity marketing by running ads targeting people in the vicinity of the event venue, like hotels near the exhibition center.
• 😀 Speaking at events is often more valuable than having a stand. It allows you to reach a larger audience in a single session and position yourself as an expert.
• 😀 Filming your talk at the event and creating content from the event (like videos and podcasts) helps extend the event's reach and usefulness beyond the physical attendees.
• 😀 Post-event content syndication is crucial. Share content such as talk videos and social media posts to amplify your reach to a larger target audience who couldn’t attend the event.
• 😀 Creating multiple content formats from a single event (e.g., podcasts, videos, social snippets) helps you get more value from your event participation.
• 😀 Using a strategic, integrated approach to event marketing ensures that you engage with a wider audience, not just the people who attend your stand or talk.
• 😀 Analyzing post-event data (like CRM insights) reveals the long-term value of the event, showing how strategic marketing efforts lead to actual business opportunities.

Q & A

Why should trade shows not be treated in isolation when planning a B2B marketing strategy?

Trade shows should be integrated into a wider digital marketing strategy to maximize their impact. By using digital marketing before, during, and after the event, businesses can generate awareness, engage a broader audience, and extend the value of the event well beyond the in-person interactions.

What is the first step to effectively preparing for a trade show?

The first step is to create awareness about your presence at the event. Using digital marketing tools such as LinkedIn ads and targeted content can ensure that your ideal audience knows when and where you'll be, as well as what they can expect from visiting your booth.

How can you target the right audience before a trade show?

You can target the right audience by using LinkedIn ads that focus on people who have shown interest in the event, like those who follow the event’s page. You can also use creative targeting, such as Facebook ads directed at people in close proximity to the event venue.

What are the benefits of offering a talk at a trade show instead of just a booth?

Offering a talk at a trade show allows you to reach a larger audience with a one-to-many approach, positioning yourself as an expert in your field. This is much more valuable than one-on-one interactions at a booth, as it enables you to showcase your knowledge to a broader group.

Why should you film your talk and other activities during a trade show?

Filming your talk and other activities provides content that can be reused for post-event marketing. This allows you to continue engaging your audience with valuable content after the event and amplify your presence across digital platforms.

What is the role of post-event content amplification?

Post-event content amplification allows you to extend the reach of your message to a broader audience. By sharing videos, podcasts, and social media snippets, you ensure that even those who didn't attend the event can engage with your content, helping to generate new leads and opportunities.

How can repurposing event content benefit your B2B marketing efforts?

Repurposing event content, such as turning a talk into a podcast or creating video snippets, allows you to create multiple touchpoints with your target audience. It also ensures that your efforts at the event continue to yield results long after the event has ended.

What are some specific ways to amplify event content post-event?

You can amplify event content by sharing it on social media platforms, sending it out in email newsletters, and running paid ad campaigns. These strategies ensure that your content reaches a wide audience and reinforces your message.

What was the outcome of integrating digital marketing with the trade show strategy in the example provided?

By integrating digital marketing with their trade show strategy, the team was able to generate three valuable business opportunities, including one from a prospect they had targeted before the event. The post-event content amplification also played a role in creating further engagement and opportunities.

Why is it important to approach trade shows strategically rather than just attending for visibility?

Approaching trade shows strategically ensures that you not only increase brand visibility but also maximize lead generation and customer engagement. By integrating pre-event awareness, on-site thought leadership, and post-event content amplification, businesses can create lasting value from trade show participation.