As we gear up for conference season, it’s essential to hone in on our trade show strategies to make the most of every opportunity. Trade shows can be overwhelming, with countless interactions and leads to manage, but a well-planned approach can lead to significant success. This blog lays out seven strategies to supercharge your trade show performance. Impatient? Scroll to the action items at the end. Looking for tailored advice before your next big event? Book a quick 15-minute chat.
7 Strategies for Marketing Conferences in 2024
Trade shows offer a unique platform to connect with potential clients and showcase your expertise. However, without a clear plan, they can quickly become a drain on resources with little ROI. Here, we’ve distilled Amy’s expert tactics from our latest podcast episode to help guide your trade show efforts to success.
1. Planning Ahead is Non-Negotiable
Start planning 6-12 months before the show. Set specific, measurable goals to keep your efforts focused. What do you want to achieve? Whether it’s increasing newsletter subscriptions, boosting website traffic, or gaining social media followers, having clear objectives is crucial.
2. Marketing Strategy Across All Phases
Your marketing efforts should start before the trade show, continue during the event, and persist post-show. Develop marketing materials, specific landing pages, and ensure your website is updated to support these goals. Pre-show, reach out to attendees, and keep the momentum going during the event by thanking booth visitors and using engaging marketing assets.
3. The Power of Pre-Show Outreach
Don’t wait for potential clients to find you at the show. Reach out ahead of time. An email campaign informing contacts about your presence at the conference can generate pre-show buzz and set up important meetings.
4. Website Readiness Check
Before the conference season starts, conduct a comprehensive audit of your website to ensure a professional and clean online presence. People will research your company before interacting with you, so make sure they’re impressed.
5. Continued Efforts During the Show
Marketing doesn’t stop when the show starts. Use this time to thank booth visitors, provide demos, and actively engage with attendees using your marketing materials. Tag leads for future outreach and maintain a proactive stance throughout the event.
6. Strategic Post-Show Follow-Ups
The end of the show is just the beginning. Follow up with leads through landing pages, drip campaigns, and defined sales processes. A thank-you email with a personalized photo or a digital version of brochures can make a lasting impression.
7. Measuring Success and ROI
To prove the value of attending trade shows, measure specific data such as lead conversion rates and overall ROI. This will help refine your strategies for future events and justify the investment.
Action Items:
Evaluate and set goals for your upcoming trade show at least six months in advance.
Develop comprehensive marketing materials and update your website accordingly.
Initiate pre-show outreach to potential attendees well ahead of the event.
Continuously engage with attendees during the show through demos and marketing materials.
Set up a robust follow-up process including landing pages, drip campaigns, and thank you emails.
Measure the ROI from your trade show participation to guide future investments.
Align your sales and marketing teams to ensure cohesive lead generation and conversion.
Need Help?
If you need personalized advice or a deeper dive into these strategies, don't hesitate to book a quick chat. Tailored guidance can make a significant difference in your approach and effectiveness.
What's Next
Stay tuned for next week’s blog where we'll delve into more strategies that are designed to help you grow your business making the most of the resources your already have. Don't miss out—subscribe to stay updated and share with your network to spread the knowledge.
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