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
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
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
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.