Events are increasingly becoming more and more tech-savvy, because technology is constantly innovating in its uses and in the advantages that it offers to users. The industry is ever changing, with trends shifting year on year and rival companies continuously battling it out to meet the ever growing demands of customers. Unfortunately, for companies who do not innovate or move forwards with technology, get left behind and as a result often fail. So to move ahead businesses need to innovate, change and be unique. So, here are 5 ways that you can keep up with the crowd at your next show.
To simply put it, marketing at trade shows is one of the most important factors in determining whether you have a successful or unsuccessful show. Most businesses have a flat faced marketing strategy, not fully taking into account the actual audience. This is a problem that is often overlooked, however, when you focus on making your marketing more relevant and personal can go a long way to guaranteeing success.
It’s the simple things like adding names and personalising the content to something relevant to the occasion that humanises the brand, meaning that the reader feels like they are being written to personally rather than being caught up in a large marketing campaign. This can be done before, during and after tradeshow events. For example, have individual resources that you can hand out to show that you’re not just spamming people with generic content.
Be Digitally Responsive
Depending on what digital marketing material you’re using, making it responsive is a must. In particular email content and websites. If you send out content that can only be viewed on a desktop, then you’ve already failed.
With the range of technology available today, all digital material sent out to visitors needs to be responsive. So that all your content can be viewed correctly on all devices with different screen sizes.
Group By Visitors Not Demographics
The most common and widely used way of finding out who coming to your event is by segmenting visitors by demographics i.e.by age and location etc. However, one key factor that gets left out by demographic targeting is the human factor. Targeting by demographical data eliminates the person’s personality or interests. Therefore, instead of looking at the demographics of their visitors, you should be looking at their motives to better determine why they might want to visit in the first place. With this data, you can target people based on what really matters rather than the endless demographic data that doesn’t tell you anything about the real person.
Make Your Data Simpler
There is so much data can be collected from a trade show or event. For the most part, this data would be put into a boring spreadsheet, that you will have to eventually comb through with a fine tooth comb to make sense of it all. Instead you have two alternatives, firstly, you can utilise someone who specialises in data collection and analysis, or you could use software that makes sense of the data you are submitting and in most cases presents it in nice visual formats, making it easier to digest. Both of these two options can be relatively cheap and will allow you to make much more sense of what actually happens at your events.
Find Brand Ambassadors
One of the most efficient ways to attract more people to your event, if to have someone as the face of it all. . But not just anyone, when people see someone that they recognise, trust or class as an influencer they will immediately pay more attention to whatever the event is.
The social power an influencer has over their followers can be invaluable when it comes to gathering a crowd at your event. All they have to do is something as simple as share the event on their social media for you will quickly see the benefits.