Social media has become a central part of most marketing efforts. The technology provides multiple ways to interact with consumers, which can be essential to creating buzz around trade show appearances. A growing number of companies are using Twitter, Instagram and Facebook to kick-start conversations leading up to a conference and ensure a high number of quality leads are present. Of course, some strategies have proven to be more effective than others. Here is a look at some of the more effective marketing efforts at recent trade shows.
D-Link Systems uses humor to break the ice
Even with social media, companies need to create messages that are relevant and memorable. Humor is a simple way to both capture attention and keep followers interested in your brand. D-Link Systems was able to successfully use humor to create excitement for its exhibit at the International Consumer Electronics Show in Las Vegas, according to Exhibitor Online. The company created a mascot, complete with Twitter handle and email account, to regularly update followers with news and information. The voice was witty and clever, injecting some humor into the marketing efforts.
Tip: Create a complete brand
Once followers got to the trade show, D-Link made its booth easy to identify by keeping a consistent theme. Taking its marketing efforts a step further to provide an ice-themed booth in which its humorous mascot was able to hang out and talk to visitors, the company continued to ride the wave of excitement generated on social media.
EWI Worldwide creates multiple touch points
Combining social media and in-person discussions can improve conversion rates. A separate article by Exhibitor Online stated that it can take up to 12 touchpoints to complete a sale. Social media provides an excellent way to keep conversations going, but discussions should also be tied into conference interactions. EWI Worldwide was able to see a lot of success by implementing strategies designed to keep conversations moving before, during and after a show. An effective follow-up system is an important part of this process, and badge scanners allow you keep track of who attended a trade show and where they are in the sales process.
Tip: Use customer-generated content
Continually generating funny and interesting content can be an extensive process, but there are ways to reduce the amount of work you need to do. Business 2 Community reported that Ben & Jerry's Ice Cream has been able to build a large Instagram following by encouraging customers to share photos of themselves enjoying ice cream. User-generated content can be used to boost participation in social media networks and provide a way to keep conversations going after a trade show.