The world is increasingly connected through digital communication tools, and mobile devices and social media give businesses the ability to reach their audience at any time or location. When many of these tools were first introduced, it was believed they would eventually replace face-to-face communication and make trade shows irrelevant. However, this has not been the case.
In fact, a study by the Center for Exhibition Industry Research found that people are finding value in their trade show visits, Business 2 Community reported. The research found that 48 percent of attendees and 37 percent of exhibitors have gotten more value from industry events since 2010. These results highlight the importance of face-to-face communication in building lasting relationships, and show that digital marketing strategies can be used to enhance exhibits.
Ensure all business functions align with trade show goals
The IT department plays a critical role in trade show success. Companies need to work closely with webmasters and IT personnel to develop special sites that share information about exhibits before, during and after a trade show. In a blog for CIO Magazine, Ade McCormack discussed the changing perception of IT departments and their influence on successful communication. He wrote that the right strategies let organizations deepen relationships with users, contributing to greater success at trade shows by generating interest, qualifying leads and assisting with lead retrieval.
Use interactive tools to create engaging experiences
Businesses should always consider creating unique Twitter accounts for people to follow that will share news about events and facilitate the discussion of topics during panels. Directing people to websites for additional information can help qualify leads and generate excitement before the show even starts. Business 2 Community stated that this process makes it possible to deliver more meaningful information to attendees. With real-time updates or contests, businesses can create engaging interactions with everyone on the sales floor.