1. Go Beyond the Buzz With Effective Trade Show Communications

Trade shows, exhibits, conventions, and expos are marketplaces based on the business model of Islamic bazaar culture in the 7th century. In essence, these events create temporary hubs of commercial activity where brands and businesses can promote products and services, engage in networking, and extend their reach.

At a time when many brand managers and business owners focus their promotion efforts on search engine optimization and online marketing, the significance of trade show planning cannot be ignored. The opportunities that can be created with trade show exhibits range from branding to marketing and from lead generation to research.

Communications are at the heart of trade show events. In the traditional bazaars of Morocco, seasoned traders do not worry about days when they don't sell anything; they are more concerned about days when they don't make any new connections. As an exhibitor, most of the tradeshow tips you receive will be related to managing event communications.

2. The Pre-Show Preparation Phase

Most exhibitors focus on the communications that unfold during the event; they don't think much about how they should be approached before and after. Setting clear goals, drafting a plan, and designating communications roles should be done before shopping for trade show displays.

When we talk about recommended trade show best practices, some of the most crucial are related to making good impressions, qualifying leads, gathering feedback, and nurturing relationships. These practices tie into event communications, and your plan should contemplate them from the moment you decide to reserve a trade show spot.

Make sure you can answer these questions:

1. How would you let prospective customers know that you will be at an event?

2. What should the message be?

3. Who will deliver it? Who will be in charge of post-event communications?

3. Communications During the Trade Show

The event is your moment to shine; it is when you want to practice effective booth communications by engaging with attendees, presenting your products and services, networking, and collecting quality leads. In the section above we went over how to prepare for a trade show in terms of communications; for this section, we will assume that your team members are aware of what their roles will be during the event, both onsite and at the office.

Networking

The adoption of LED displays in trade show exhibits offers a host of advantages for both exhibitors and attendees, making it a win-win proposition.

For exhibitors, LED displays provide an unprecedented opportunity to convey their brand story and showcase products or services in ways that are engaging and memorable. These displays can be customized to match the brand's aesthetics and messaging, creating a cohesive and visually appealing booth. Additionally, LED displays can incorporate interactive elements, enabling attendees to actively engage with the content, further enhancing the exhibitor's ability to connect with potential customers. Moreover, LED displays are highly adaptable, allowing exhibitors to update content in real-time to cater to different audiences or adapt to changing circumstances.

Attendees, on the other hand, benefit from LED displays by experiencing trade shows in a more immersive and captivating manner. These displays create a visually stimulating environment that draws attendees into the exhibitor's world, making the exhibit visit not just informative but also enjoyable. Attendees can interact with the displays, learn about products or services in an engaging way, and leave the trade show with a memorable and positive impression.

Using Digital Communication Tools

In-person communications rule during expos and business fairs, but this does not mean you should put your digital channels on pause. Social media updates about your participation as an exhibitor should be posted before, during, and after the event. Don't forget about options such as live video streaming and virtual conferences; keep in mind that not everyone who wants to attend the event and visit your booth will be able to make it. If you can benefit just a few prospects who wanted to attend but settled for live streaming, the effort would have been worth it.

Try to leave SMS and email channels open during the event, particularly if you are in the B2B segment. See if you can get someone to handle text communications back at the office during the trade show; otherwise, set up an autoresponder routine that includes a message indicating where the event is held and when you will be able to respond.

4. Post-Trade Show Follow-Up

Even the most elaborate custom trade show displays will never be as effective as prompt follow-up communications right after wrapping up an event. Any commitments you may have made during the event need to be given priority because the reputation of your brand will be on the line.

A good way to start is by sorting and prioritizing the leads you collected. At the top of your priority list should be the contacts to whom your trade show communications team made specific promises. The rest of the leads should be handled through a personalized follow-up process. You can get in touch with most B2B leads through email campaigns; the goal is to thank them for the connection and let them know you are there. For the most promising leads, you may want to turn up the etiquette and send thank-you notes.

Each piece of post-event communications should include a call-to-action message. Let's say you distribute high-end materials for interior construction finishing; if among the leads you collected there's an interior designer who seems like a promising client, your thank-you note should include an invitation to set up a voice call or a video conference. The leads on your email list should also get a CTA paragraph encouraging them to either visit your website or follow your social media profiles.

Needless to say, each lead generated during an expo should be entered into your company's active CRM system right after the event; do not set this aside for a later time, and be sure to include it as a to-do item in your trade show communications plan. All modern CRM systems have automated tasks such as email campaigns that make it easy to stay in touch with new leads.

5. Measuring and Analyzing Communication Success

After taking down your trade show set up and completing your post-event communications, you will want to measure success through key performance indicators (KPIs), feedback from attendees, and the evaluation of return on investment (ROI) based on communication efforts.

If you operate in the B2B segment, your trade show KPIs are:

• Leads
• Branding
• Engagment
• Sales

6. Best Practices for Long-Term Relationship Building

Always give your trade show connections special consideration; keep in mind that they decided to come to your booth and engage with your team members. You already made that in-person connection that is becoming increasingly elusive, so you are in a good position to nurture trade show leads into customers.

Once your CRM is updated with your new leads, you will want to increase brand awareness through periodic communications; keep in mind that brand loyalty begins with awareness. Don't forget to invite these leads to future events where you will be an exhibitor again.

Communication is a foundation of trust. When you communicate with your trade show connections regularly and thoughtfully, you will build trust. If you wish to squeeze the most ROI from your presence in the trade show circuit, prioritizing communications should be your guiding business philosophy.

Final Thoughts