As the gatekeeper for your event and exhibit budget, you are undoubtedly looking for ways to make your dollar stretch as far as possible, while also creating a dynamic presence with your exhibit space. However, there are other ways to promote your company at events and trade shows that go beyond the square footage of your exhibit. These 5 tips will help you get started:
1. Present and show your expertise. Some events and trade shows host seminars or educational sessions during show hours. Show your expertise by submitting topic ideas (usually done in the form of an abstract or “call for presenters” application) to enforce your presence. For the majority of situations, this comes at no additional cost to you, especially if you have presenters already staffing the booth. This gives you the opportunity to present topic areas in your field, show your expertise and reach several people at once (your session attendees), and brings the most qualified leads to you. The call for speakers is sent out well in advance of a trade show so be sure to watch the deadlines.
2. Team up. Being part of a panel, you not only promote your expertise and qualifications to new customers, but you can team up with existing customers. This helps to sustain strong business relationship while also introducing yourself to potential ones. Teaming up with a client to present a case study is extremely effective and also is looked upon favorably by those choosing speakers or panelists for their sessions.
3. Put Pen to Paper. Submit abstracts or white papers for industry publications. By downloading the publication media calendar, you can time your article or abstract to appear in an issue that is being distributed at your event.
4. Sponsor Responsibly. Sponsorship should be well planned investments and is another way to provide visibility through fringe events such as hospitality parties or even coffee breaks. It also affords you the opportunity to tie in booth teasers such as asking attendees to come to the booth to receive an invite to a hospitality function. When investigating sponsorship, be sure to ask for the extent of visibility offered, such as numbers of signs displayed that will have your logo, prominence of logo placements, or any other relevant details to your presence.
5. Embrace Social Media (There’s an App for that). Talk to your marketing staff to create a company app that is either company-related or tied into the trade show or event at which you are exhibiting. At the very least, be sure to promote using Facebook, Twitter, Instagram, or LinkedIn. All of these platforms are great for live updates during the show. LinkedIn and Twitter are proven to be the best social media platforms to promote yourself while at the event, so don’t let them be silent. LinkedIn is a great way to get professional attention!
Promoting your company, your brand, and your services goes far beyond the confines of your booth space. Be sure to explore all that your conferences, trade shows and events have to offer in terms of ways to promote your brand, showcase your expertise and network with leads in your industry. These 5 steps are a great way to start!
