As March closely approaches, so do many industry related trade shows. A few that come to mind are SXSW Interactive, The Digital Marketing Conference by Adobe, Marketing Analytics Conference, and Intelligent Content Conference, just to name a few. If your company is planning for a trade show, why not approach it the inbound marketing way?
A way to approach attending a trade show is to begin with setting goals to your marketing plan. Why do you need to set goals? Well, the ultimate goal to exhibit at an industry trade show is to get your business recognized. Visitors exploring your exhibit are organic traffic to your booth, who you will want them to become leads; similarly to how you do on your business’ website, which you create content and you generate organic traffic to then become leads.
Following the inbound marketing method, you generally would have a Call-To-Action that would capture your audiences name, email, and sometimes and offer such as a white papers. Think of you booth as the “big CTA”. When people approach talk to them about your products, show a brief demo and collect their contact information. As you treat your booth as a CTA, you should also treat handouts and giveaways as another form of CTA with your business’ name and website printed on them.
Most trade shows these days offer Wi-Fi and electricity; why not take advantage of having a dedicated laptop with a dedicated landing page on your business’ website to gather your visitors’ information? You can easily track your leads, and ensure to have follow-ups to future product information, or just to keep a relationship with the visitor for a potential lead in the future.
Make your booth stand out from the rest., which can easily be done by adding unique banners displaying your company name or product branding. An example of that would be monitors. A year ago LevelTen had a unique booth at DrupalCon Austin involving monitors displaying the product, name of the product, and served as a demo as well.
LevelTen’s exhibit booth at DrupalCon Austin 2014
Lastly, incorporate a social media marketing plan to your trade show marketing plan. Create a #hashtag that can easily be used on Twitter and Instagram for visual and text purposes. Much like the social share buttons on your website, the hashtags will allow for visitors to your booth to share your information similarly to the beliefs when sharing content when practicing content marketing.
Have tips of your own about an inbound marketing approach to tradeshows? Let me know in the comments.