Trade shows present a number of unique opportunities for businesses to connect with their target audience. The brand awareness created from interacting with a range of potential clients allows businesses to achieve broad-based marketing objectives, making these events very beneficial for participants.
An article in Trade Show News Network stated that the vast majority of marketers said trade shows provide connections that are unavailable through other channels. The ability to meet face-to-face and foster relationships contributes to lead generation and revenue growth. However, there are many challenges that exhibitors face when it comes to continuing conversations outside of industry events.
To this end, businesses are incorporating more omnichannel engagement strategies within their trade show presentations. Retail Info Systems News stated that directing customers to mobile or social media enables merchants to maintain interactions beyond a transaction or initial meeting.Mobile marketing strategies can be used to create a unique ongoing customer experience that boosts lead capture.
The difficulty comes when converting in-person meetings at trade shows into other channels. With hundreds of meetings taking place over the course of the day, it can be difficult for presenters to remember which individuals expressed the most interest and what channel preferences they displayed. With badge scanners and other technology, presenters can track who visited their booths and conduct a quick digital follow up. These devices give presenters essential contact information that makes it possible to send a quick text or email thanking visitors for their time and inviting them to join an online conversation.
Omnichannel strategies keep potential leads engaged and can smooth the entire transaction process. To further improve the results, presenters should incorporate video or social media aspects into their presentations. This can serve to attract visitors during events and will make follow-up emails seem more natural. Successfully building on the relationships established at trade shows can create a steady supply of new leads that help firms meet key performance objectives.