Social media and event marketing are like peanut
butter and jelly — they are great together.
In this digital age, any business not integrating
social media marketing into their trade show presence is losing
business to their competitors. Social media is an essential
marketing channel for event marketers — I don’t know about you, but
I can’t eat a plain peanut butter sandwich.
Following are ideas for using social media before,
during and after your event to connect with prospects, deepen
relationships with customers, and attract the trade show attendees
to your booth.
Generate Pre-Show Buzz
1. Event Hashtags. Use
the trade show’s Twitter hashtag. These days, many trade shows and
events create a hashtag for the show. Connect with the people who
are using that hashtag. Integrate the hashtag into your tweets to
promote that you’ll be at the show. Be an active participant in
conversations surrounding the hashtag.
2. Company Hashtag. Create
a hashtag specific to your company or campaign. Got a contest going
on or have a special event? Hashtags are a great way to get
visibility leading up to the show in conjunction with the trade show
3. Host A Special “Happy Hour” Networking Event Or
A VIP Dinner. Create
up to the party. This is a great way to generate some pre-show buzz,
as the event page can be shared not just on your company Facebook
page, but also via Twitter, Google+, LinkedIn.
4. Get Media Exposure. Connect
with media people in your niche via Twitter or LinkedIn. Get to know
them. Share what they’re sharing. Comment on their work. Ask them to
stop by your booth. Give them a couple story ideas they could write
about around what you’re doing. Invite them to your special event.
5. Teaser Videos. Is
your company unveiling new services or products at the event? Have
an epic contest you’ll be hosting? Teaser videos are a great way to
quickly generate interest and can be shared on any social platform.
You can upload them to YouTube and even create shorter versions for
Vine and Instagram. Share these videos on Facebook and Twitter along
with the event hashtag.
6. Create An Event-Specific Page On Your Website. This
page will serve as the home base for all things related to the
upcoming show — videos you’ve created, articles written about your
company, sign-up opportunities for that VIP party, and/or other
special announcements. It’s a great place to direct potential booth
visitors to get all the information they want, and you’ll gain
valuable website metrics and potential leads as they sign up for an
event or download a PDF/eBook you could offer.
Social Buzz At The Show
7. Take Pictures. Give
people snapshots of what’s happening on the trade show floor
(especially at your booth). Pictures of special events, guest
speakers, or whatever else is taking place at the show keeps your
company in the social stream of consciousness.
8. Get Video Footage Of The Event. Whether
it’s a short clip of someone participating in a contest, winning a
giveaway, giving a presentation or speaking about the event,
capturing and sharing moments from the trade show floor gives people
who aren’t attending a way to experience what’s happening at the
show. This opens up the opportunity to connect with people without
them being there.
9. Schedule Social Content. Trade
shows are incredibly busy. Unless you have a dedicated social member
on your team, it’s always helpful to schedule out tweets and
Facebook posts to supplement your daily engagement activities. It’s
especially helpful to tweet out key topics shared about the company,
its product/services, and upcoming deadlines for entry into contests
or giveaways (if applicable).
10. Social Giveaways & Contests. Tying
your show contest or giveaway in with social media marketing works.
It can drive more visitors to your booth. For example, you can have
visitors take pictures of themselves with a banner stand that
advertises the contest, and they can post the picture to social
media — along with the event and company hashtags — as an “entry”
into the contest. There are so many ways to increase your company’s
visibility at the show using this method.
11. Obtain Video Testimonials. If
there is a customer who is a huge fan of your company, ask them to
record a quick video testimonial that you can share via social
media. Have a question or two prepared for them to answer — this
keeps them focused and (hopefully) shares their excitement/passion
about your company. A one- or two-minute clip is more than enough.
It can be shared via YouTube, Twitter, Facebook, and/or your
Socializing After The Show
12. Lead Follow-Up. After
the show is over, pour over the list of visitors that connected with
you at the show (both in person and on social media) so you can
connect with them on LinkedIn, like their Facebook page and follow
them on Twitter. Don’t forget to personalize your message to each
person. You want to make a genuine connection, not just add them for
the sake of adding them to your CRM database.
13. Post-Show Blogging. It’s
always a good idea to write about the show experience. You can and
should use those pictures, videos, giveaways and contests generated
during the show. Recap the reason you were at the show (new
products, services, etc.) and of course thank everyone who
14. Email! Don’t
forget to send an email to everyone who visited you at the show (and
to those who didn’t but may have been invited or wanted to go) to
share the recap blog post, and include links to all of your social
media outposts encouraging them to engage with you there.
These tips were just a few ways to make your next
exhibition experience more social. When implementing pre-show social
media marketing and utilizing social media to follow up after the
show gives your company the opportunity to solidify those
connections you made while at the show.
Have you tried other ways to use social media to
connect with your ideal customers and promote your next trade show?
I’d love to hear how you’re using social media to connect with
people and make your show more social.