Tradeshow and Exhibit Thoughtleaders
"The goal of education is the advancement of knowledge
and the dissemination of truth."

John F. Kennedy

Trace Cohen's Articles

3 Ways Crowdsourcing Content Can Increase Engagement
and Reach


Conferences and expos generally last a few days and then you have to wait a year for the next one. During that moment in time, thousands of exhibitors, attendees, media and professionals flock to one location to all meet each other to do business and find out whatís new in the industry. There are generally a few months of ramp up to the show when exhibitors reach out to attendees, pitch the media and set up meetings through the various social networks and apps that are provided by the show.

There is so much news, information and rich-media that exhibitors can publish digitally to send out to the attendees and media when you exhibit at a show. Standing at a booth is great but you need to do everything possible to get people to come over so they can learn more about you.

Think of it as a pyramid with the show at the top, exhibitors in the middle and attendees at the bottom Ė your goal is to harness the power at each level. So here are three ways that a show can crowd source content that creates a win/win/win scenario for everyone.

1. The show sharing the exhibitor news/information digitally

Your exhibitors produce a lot of news and information that they want everyone at the show to know about. Make sure to ask them for all of it so that you (the show organizer) can use that content for marketing, social media and PR outreach for the media. By sharing the exhibitor news, you can better inform everyone coming to the show what they can expect, help them find what they want and support your exhibitor to strengthen your relationship.

2. The exhibitor sharing all of their information digitally

Show organizers need to encourage their exhibitors to share their news and information before the show starts to reach a community that they canít. Every company has some type of following, whether it be big or small, that the show can tap into by having their exhibitors share their news with them. This will not only help educate the exhibitors community but make them more aware of the show and curious about what else is there.

3. Attendees of the show and everyone who canít be there sharing the news

At this point the show community is saturated when the organizers and exhibitors sharing the news but there is still huge potential for more reach. Virality occurs when everyone not involved directly shares the news because they find it interesting and can reach the masses that would otherwise be impossible.

4. BONUS Ė The news is online digitally for serendipitous discovery

If all of this news is online before, during and after a show, it can still be found, shared and discovered at all times. You canít boil the ocean at once but you can definitely do it over time.

As an exhibitor at a show, youíre paying top dollar for a booth, marketing collateral materials, props and handouts, travel and hotel accommodations for your staff to attend the show, so WHY are you not making the most of it!? Compliment your physical presence with a digital one.

© 2014 by Trace Cohen