Commerce fairs can change the situation for businesses – offer face -to -face connections, an exhibition to the brand and real sales opportunities. However, introducing yourself with a large stand and hoping that people interact is not enough. With tons of other exhibitors in competition for attention, having A solid pre-event marketing strategy This is what will stand out among the crowd.
The goal is to Bring the right people to your stand. Attractive Participants who are really interested in what you offer, this is where marketing before the event comes into play. Once well done, it creates the buzz before the start of the event, fills your calendar of meetings and allows you to get out of your investment.
Let’s see why marketing pre-event counts, the best tactics to use, by drawing the best party of event tools and how to measure your success.
Why marketing before the event is important
Imagine entering a living room with hundreds of stands. You don’t have time to stop everyone, what do you do? You focus on the brands you know and recognize. Participants show that the same way. If you are not on their radar before the event, you are counting on luck to get noticed.
Marketing pre-event helps you:
- Standing even before the show begins. When participants plan their schedule, they favor the brands they have heard of.
- Attract the right audience. Instead of hoping people stop, you can actively invite prospects and customers who, in your opinion, would resonate the best with your brand / product.
- Fill your appointment calendar. An occupied stand is a successful stand. Awareness before the show allows you to set up meetings in advance. It also helps your team focus on quality conversations.
- Get an advantage over competitors. While others are waiting for pedestrian traffic, you will already have participants looking for you.
To be short? Do not wait until the time of starting marketing.
Marketing tactics pre-event that work
Have you decided to pre-marketing the event… Now, how do you really excite people for your stand? No size corresponds to everyone here, the best approach is a mixture of digital, personal and creative (incentives, publication of publication, text messages, etc.).
Here are some proven tactics:
Campaigns by email
Email is one of the most effective ways to hire potential participants before the show. The strategy is essential here, nobody wants another generic email “we will be at stand # 123”. Instead, try:
- An e-mail “Save the date” To announce your presence and emphasize why people should visit you.
- Exclusive offers Like VIP Swag, discounts or early access to a new product for those who reserve a meeting in advance.
- Follow -up reminders Closer to the event with key details and what to expect your stand.
Social networks
Social media is a gold mine for pre-event marketing, especially if you use the official hashtag of the event. Some easy ways to build a media threw:
- Post teasers On new products, gifts or live demos that occur on your stand.
- Make a contest Where participants must visit your stand to claim a price.
- Associate with influencers or event speakers to amplify your scope.
Personalized awareness
Your sales team should contact prospects and key customers Before The event. A simple LinkedIn message, an email or even an invitation by post can go very far.
It’s about Personal connections. A quick, “hey, I (first name) I saw that you would attend (name of the event)! I would love to connect and show you what is new, ”can be incredibly effective.
Recipulating ads
Have you ever looked at a product on a website, then seen ads for this everywhere? It is a recreation, and it is a great way to draw attention to your brand for trade fairs. You can disseminate digital advertisements targeting the people who have visited your site or engaged with your content to remind them of visiting your stand.
Webinaries or pre-event content versions
Accommodation of a pre-event webinar or the publication of exclusive content (such as an industry report or guide) can create anticipation. Promote it with a call for action: “Stop at our stand to get full information!”
Exclusive gifts and swag
Let’s be real – people like free stuff. Instead of simply distributing a swag to anyone pass, use it as a marketing tool. Offer exclusive and high quality gifts to those who reserve a meeting in advance or engage with your brand before the event.
Tiration of events and events of events
Most commercial fairs offer integrated marketing opportunities, you just need to take advantage of it.
Participants’ events and lists
Many trade fairs have official applications where participants can travel the exhibitors, plan meetings and engage in content. It is important to make sure that the profile of your business stands out. If possible, bring it closer and start connecting with participants via the platform.
Sponsored promotions
If your budget allows, consider Sponsor an explosion by event email, a push notification on the application or a featured list in the directory. These small investments can place your brand in front of more participants and keep you in mind.
Speech
One of the best ways to generate stands traffic? Go on stage. If your business can secure a speaking slit, whether it is a solo presentation or a round table, you will automatically attract more attention.
Awareness of media
If industry media or bloggers cover the event, Contact them in advance. A well -timed press release or an invitation to visit your stand can cause precious media coverage.
Measure the success of the pre-event campaign
Now that you have decided how you want to pre-marketing your event, now the question is … How do you know if your pre-event marketing efforts work?
Here are some key measures to follow:
Stand traffic and lead capture
- To use QR codes or lead capture forms To see how many people stop following your awareness before the event.
- Compare visitors to the stands who have engaged with pre-event marketing compared to general pedestrian traffic.
Meeting reservations
- Follow the number of meetings planned before the event.
- Measure the number of these meetings transformed into qualified prospects or sales.
Digital commitment
- Look Opening rate by e-mail, click rate and responses To see which tactic has led more traffic.
- Track Social media engagement, hashtag mentions and advertising clicks Before the event.
Back on investment (King)
- Calculate how much you spent on marketing pre-events in relation to income and / or qualified prospects generated.
- If you have decided to perform ads paid, compare the cost per click and the cost in advance to other campaigns.
By following these figures, you will have a good idea of what worked as well as what to change for the next event.
Final reflections
If you invest time and money in a trade fair, do not leave the presence at random. Pre-event marketing is what separates the stands that are neglected from those wrapped with the right people.
Using E-mail, social media, personalized awareness, event tools and intelligent promotions, You can make sure that participants know your stand, get started with your brand before the event and prepare for significant conversations.