EXHIBITIONS & CONFERENCING


inside


Offer an experience In the experience economy, you need to offer something new and different to your clients. Create something that will encourage attendees to visit you and promote it. We worked with Bristol mobile app


FEATURES


Be precise So, you’re at B467 Sector G. Where’s that again? Navigating through an exhibition can be difficult, so make it as simple as possible for people to find you. Promote your location with photos on all social channels. Use visible markers as way-finders and stay online to answer questions.


‘Create


developers MyOxygen to support them at edie live 2018 – a seriously big tech event. What made them stand out? A brand-new BMW RnineT Racer provided by Dick Lovett motorcycles on their stand. Visitors to the stand could see the bike and even climb aboard for a photo, before chatting about their mobile app requirements. We trailed the experience on social channels before the event to generate


something that will encourage attendees to visit you and promote it’


a buzz and promoted content throughout the show. Was it a gimmick? Yes. Did it drive traffic to the stand? Yes.


Do your research Do you know who is going to be at the trade show? A quick glimpse at the list of exhibitors will give you a good idea of who is going to be there. Start by engaging these businesses online, through existing channels like newsletters and through social networks.


Get social Mobilise your social networks to promote your attendance at the show. Use appropriate hashtags and tag key accounts. The more you share, the more you benefit. Create a posting schedule for all content. Built up slowly and increase the effort as the show approaches. Don’t pre-schedule everything, try to become involved and engaged in the conversation. Focus on your existing LinkedIn contacts to increase awareness.


Invest in awareness If you have the budget, consider investing in pay-per-click display advertising, says Ian Spencer at IST Digital Marketing. He said: “Display advertising is where you advertise your company on the millions of websites the Google uses AdSense. If you get it right and really target correctly, you can increase awareness of your business at the trade show on relevant publications and sites where your potential visitors may go to – driving attendance.” Trade shows and exhibitions can cost thousands of pounds of your


businesses hard earned money to attend. Developing and delivering a plan of marketing activity that increases awareness and engagement with potential attendees before the event will go a long way to ensuring your time spent there is a success. A well-thought out and targeted marketing strategy will ensure that at the end, it’s you who is celebrating.


Visit: www.42group.co.uk


Thinking space...


Contact the events team for more information on: 01822 852245


email: events@moorlandgardenhotel.co.uk www.moorlandgardenhotel.co.uk


n Capacity for 8-100 n Reception dining and lecture spaces n Team development n Facilitated experimental learning


n 8 king size bedrooms n In-house catering n Ample free parking n Helicopter landing areas


Office: 01984 618752 www.crowcombecourt.co.uk MARCH/APRIL 2019 insight 29


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