Trade shows are going through a marketing rebirth thanks to social media marketing, web 2.0 techniques, tablet computers and smart phones. In the past a trade show manager’s work was completed once the show opened. Some trade show marketers even left the show once it started. Thanks to these new marketing techniques, a trade show manager’s work is just beginning. During the show, they can now post videos on YouTube, blog, Tweet and post show updates on Facebook. Trade show managers can further market their exhibit & products using these techniques with the help their show attendees.
A smart trade show manager will use these new marketing techniques and encourage attendees to take exhibit photos & videos in their exhibit and share them over the Internet. I know some companies want to control their marketing message but with today’s web2.0 marketing tools and smart phones, the horse has already left the barn. Why not embrace the idea of others helping you market your products and services. Consider putting up a sign in your exhibits that reads “No permission required to take photos and videos. We even encourage you to share them on your social networks.”
Worried about attendees posting bad quality photos & videos of your product? Most poor quality photos and videos on the Internet are are result of bad lighting. If your exhibit is properly lit, it will vastly improve the quality of the photos and videos taken in your exhibit. You can reward attendees who share your products or services on their social networks by offering a drink, or a trade show hand-out. If an attendee has very large social media following or high Klout score, be sure to give them the red carpet treatment, since they have a large digital footprint and can further spread your marketing message. Also post QR tags in your booth to make easier for attendees to share their findings with fellow co-workers.
With today’s social media sharing, you no longer have to rely only on yourself or on trade publications to write about your product or service.