Having been to hundreds of shows, conferences, expos and
tradeshows, Iím still baffled by the fact that itís almost impossible to find
out what the exhibitors at the show do before it starts.
I work mainly on the press/media relationís side and there is an
abundance of press kits with images, press release, overviews and fact sheets
that the attendees of the show, your potential buyers, partners, distributors or
friends have absolutely no access too. To ensure that people keep coming back
year after year, we need to close the gap and better inform everyone who is
apart of the show.
Digital content is the means and social media is the medium by
which we can do this. We need information to make informed decisions before a
show starts as most exhibitors have that readily available months in advance and
are just looking for a place to put it. If your show had a news center up and
running, you could take advantage of the benefits below.
Here are the benefits of your next show having a robust news
center on your site up and running three months before it starts:
1) A perfect touchpoint to connect with your exhibitors
This is another chance to support your exhibitors who are at your
show for a reason Ė they want people to know about their product or service. If
you publish their news on your site or allow them too, it makes their
involvement more sticky.
2) Drives more traffic to your site
The more content you have, the more reason attendees and media
have to come visit your site, before, during and after your show.
3) Increases social engagement
All we are online is the content we produce, so if you have no
content, you canít share anything. Producing more content creates the
opportunity for everyone at the show to share it, not only to people who will be
there but for everyone who cannot.
4) Tweeting your news creates a real-time feed of activity
Twitter has created an amazing news platform that allows anyone
listening to find what they want, assuming it was tweeted out. This is
especially true if youíre show has a hashtag (#) that everyone is using.
5) Facebook postings
Everyone is always looking for something to post to their
Facebook group every day, so whatís better to post than your show/exhibitor
news? If you post exhibitor news and let them know, they will most likely like,
share and tell people about it.
6) Putting the news in your app
Floor plans, lists of exhibitor names and schedules are great but
you need content to give it context.
7) Smarter attendees
The more information your attendees have at their disposal, the
better they can find exhibitors they want and take full advantage of your show.
8) More news and information for the press
Most exhibitors will reach out to the press before the show, but
that means they are getting hundreds, if not thousands of emails with text,
attachments and unsearchable content. You can help facilitate and own the
relationship between the media and exhibitors by sending them one source for all
their news. Donít wait until the day of the show to give them paper press kit,
flash drives and CDs.
9) BONUS Ė You can monetize it!
Charge exhibitors for access to publish their news so that you
can better support them. Find sponsors for the news, as it will generate lots of
pageviews, before, during and after the show.
Shows are about engagement, so I canít understand why you
wouldnít want more content to help facilitate that. Iíve spoken with numerous
show organizers that for some reason have it as a policy that they donít publish
any of their exhibitor news online Ö whatís the different between publishing it
online or having them exhibit at your show? Online news is just a digital
representation of your physical show.
Social media and content marketing donít have to be scary as long
as you have a plan in place. Utilizing the power of networks is a great way to
not only engage your community and exhibitors but a great way to engage theirs
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