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How to Engage Your Audience to Engage Theirs

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Learn about tools your exhibitors can use to enhance their presence before, during & after the event
Communicate options to your exhibitors to help advertise their participation. Tell your exhibitors why they want to engage their audiences pre-show to have a better trade show experience.

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How to Engage Your Audience to Engage Theirs

  1. 1. How to Engage Your Audience to Engage Theirs Tracy Garcia, CEM, Director of Exhibits, IFT Angela Carr, VP Professional Services, a2z, Inc.
  2. 2. Welcome!
  3. 3. Learning Outcomes • Learn about tools your exhibitors can use to enhance their presence before, during & after the event • Communicate options to your exhibitors to help advertise their participation • Tell your exhibitors why they want to engage their audiences pre-show to have a better trade show experience.
  4. 4. What do exhibitors want out of your trade show? Why do attendees attend trade shows? Perspective
  5. 5. Why exhibitors exhibit… Source: Red 7 Media Research & Consulting
  6. 6. Why attendees attend… http://www.expoweb.com/article/why-attendees-attend-and-exhibitors-exhibit#.UfGNtb7D8dU Source: Red 7 Media Research & Consulting
  7. 7. #1 Reason – The Show Floor!
  8. 8. What are other events doing to attract attendees? Attendance Acquisition and retention tactics with the worst returns: • Direct mail (67%) • Generic mass email • Telemarketing efforts • Social media • Lowering registration rates • List rental/acquisition • Print advertising
  9. 9. What are other events doing to attract attendees? http://www.lippmanconnects.com/files/ts_best _practices_2013.pdf - 64% of respondents give exhibitors tools to invite their attendees - 27% are offering a hosted buyer program
  10. 10. #1 Reason – The Show Floor!
  11. 11. Utilize your Assets!
  12. 12. Tools for Exhibitors to Engage their Audience and Enhance their Experience
  13. 13. How? • Provide Attendee Acquisition Tools • Ask your exhibitors to include your event on their website. Make it easy! • Provide event logo for their marketing materials • Provide email signature containing the event information • Provide complimentary exhibit hall only registration for their customers • Provide canned marketing campaigns • Make available the event’s attendee marketing emails that the exhibitors can download & send or so they can review the highlights
  14. 14. How? •Capitalize on word of mouth – social media •Provide the exhibitors with the event twitter hash tag and the event Facebook page information – Encourage them to post – Pull the feeds onto the homepage of your event website. •Provide rich content on your website so the exhibitors want to encourage their customers to visit the site •Have exhibitors promote the event mobile app •Use all the media channels you can, both traditional and emerging
  15. 15. How? Attendee Acquisition Tools for Exhibitors
  16. 16. IFT AAW Infographic
  17. 17. Attendee Acquisition Widget Marketing Campaign 3/12 - 22% open 5/9 - 19% open 6/26 - 18% open
  18. 18. How? Provide email signature containing the event information
  19. 19. Exhibitor Email Signatures • Prior to registration opening Plan to attend! 2013 IFT Annual Meeting & Food Expo July 13 – July 16, 2013 Chicago, IL • Once registration opens Register now! 2013 IFT Annual Meeting & Food Expo July 13 – July 16, 2013 Chicago, IL • After the event ‘Miss something at the 2013 Annual Meeting & Food Expo? Check out IFT Live for news and videos!
  20. 20. How? Create canned marketing campaigns
  21. 21. Marketing Campaign: Sample
  22. 22. How? Rich content on show website
  23. 23. Rich Content: eBooth Sample
  24. 24. Rich Content: Product Showcase
  25. 25. How? Have your exhibitors promote the mobile app for your show
  26. 26. Mobile App Promotion: Sample
  27. 27. Tell your exhibitors why they want to engage their audiences
  28. 28. Tell Your Exhibitors Why They Want to Engage Their Audiences • Because tradeshows are the most cost effective way for face-to-face interaction • Makes them look like a partner to their existing customers • Average attendee doesn’t see every exhibit – make sure you are one of them • Overcome “bad booth location”
  29. 29. Communicate Options to Your Exhibitors to Help Advertise Their Participation • Getting exhibitors to listen and take advantage of the tools offered is always the biggest challenge. Year-to-year continuity is key. Start helping them with future show right now. • Develop a program aimed to communicate the exhibitor attendee acquisition tools you have available and how they're best used. • Guide them toward your show's most meaningful programs so they know what to promote. • Enlist the direct feedback of your exhibitors. Ask them what will work.
  30. 30. Questions? Angela Carr acarr@a2zinc.net 443-393-2450 Tracy Garcia, CEM tgarcia@ift.org 312-604-0242

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