Updated JAnUARY 16, 2018
5,000,000,000 IS A BIG NUMBER.
Now, think about this.
The +1 button of Google+ is hit MORE THAN 5 billion (with 9 zeroes) times per day, ON THE LAST COUNT
Quite MIND Boggling, given the FACT THAT THE POPULATION OF THE ENTIRE PLANET IS 7.5 BILLION, ON THE LAST COUNT
The Making and the Re-making of Social Media
You might think that you have seen it and heard it all. You sure, have seen those acrobatic images with happy smiles and happier settings that trigger the envy switch inside of you, thus, driving you towards a vacuum of complete and utter sadness...
SOCIAL MEDIA COULD BE AND IS MUCH MORE THAN ANTICS AND ACROBATS—
"Look at me. I am insecure. I need your reaction to what I am doing."
With social media having an immense impact on our culture and everyday lives, it is constantly evolving and morphing into something that we are yet to know about. BUT, one thing is certain,
"It is easier than ever to get your name and brand out there."
This article is in response to our readers, who are wanting more information on how to make a splash with out a lot of cash and desiring innovative expo strategy in an effort to stand out in in the era of digital marketing and information overload.
Here are few insights from the research that we have done and what has worked for us.
KNOW THE TRIGGER POINTS OF YOUR CUSTOMERS AND YOUR PROSPECTS — QUESTION THEIR MIND, TRIGGER THEIR HEART
Social media channels generate a heap of data about your customers.
Every day there are over 500 million Tweets, 4.5 billion Likes on Facebook, and 95 million photos and videos uploaded to Instagram.
Know the likes and dislikes of the segment of prospects that you will be targeting at trade shows — who are these people, what are their concerns, can you possibly reach out and address those concerns even before they go the event — a positive way to introduce your brand.
THINK HIGHER, SPAN WIDER — YOU WILL BE LIKED BY THE NEW FACEBOOK ALGORITHM DESIGN AS OF JAN 2018
STUDY YOUR PROSPECTS AND YOUR CUSTOMERS VIA SOCIAL LISTENING. THE INSIGHTS YOU GAIN WILL HELP YOU FRAME YOUR MESSAGING AT THE TARGETED EVENT AND DRIVE MEANINGFUL CONVERSATION.
Tools like Hootsuite and Hubspot are great platforms to get you started.
Or, check with us. We will help you with that.
Word of Caution for Facebook Platform — Don’t automate your efforts with third-party tools like schedulers or content recyclers. Be present and SOCIAL on your Facebook Page.
KNOW THIS — PEOPLE DO NOT BUY THE BEST PRODUCT. THEY BUY THE PRODUCT THAT THEY UNDERSTAND THE BEST
Use Social Media channels to convey the workings of your product. You do not have to give away the secret sauce of your product making — all you have to do, is make them understand the difference it is going to create in their lives. From their likes and comments, that they leave on the post that you publish, you can now gauge their sentiments, and apply that to start building new stories to enrich your customer journey map.
STORIES ARE SENSE MAKING DEVICES. HUMAN BRAINS ARE DRAWN TOWARDS CLARITY AND ORGANIZATION. WITH VENGEANCE IT RESISTS CHAOS AND CONFUSION.
USE EVENTS AND TRADE SHOWS TO ENRICH YOUR CUSTOMERS AND WORK BACK TOWARD THE TECHNOLOGY TO CHARTER A PATH OF CLARITY AND COHESION
KNOW IN REAL TIME THE RESULTS OF YOUR TARGETED ADS
Run social ads. It is get the word out and it is an inexpensive way to promote your business and distribute content. Linkedin allows you to segment by location, company job title and so forth. On the other hand Facebook allows you to distill via interests, behaviors and connections.
KNOW THE ART OF ACTIVELY CREATING Customers FOR LIFE
With Social Media now you can achieve that.
For a moment, let's think about this.
When you exhibit at trade shows, there will be only be handful of prospects (mainly decision makers) that you will be able to reach. (Ofcourse, this segmentation will vary depending on vertical industries.)
A big chunk of your prospects will not be there — you do not want them feeling left out. This is what you do — you craft your messages and campaigns for them when you are running social ads.
In a study conducted by State of Social Selling, nearly 75 percent of companies that engaged in selling on social media reported an increase in sales in 12 months.
KNOW THAT YOUR CUSTOMERS WANT YOU TO BE ON SOCIAL MEDIA.
You as a company brand, need to comprehend how your prospects and customers use social media and then develop a strategy that addresses their usage patterns.
Research shows that more than 90% of millennials use social media. Having a strong social media presence is a key factor in connecting with this new generation of buyers and sellers.
However, it is also wise to know that loyalty in social media declines with the acceleration of the target age.
60% among 25-34 year olds
53% among 35-44 year olds
45% among 45-54 year olds
39% among the 55 and older set
KNOW, BY CREATING MICROSITE FOR YOUR TRADE SHOWS, You DRIVE ORGANIC AND TARGETED TRAFFIC TO YOUR WEBSITE
Here is where you get most bang for your buck'. Microsites are great tool for pre-registration to special sessions at your event. Here, your leads can pre-qualify themselves. This is a great tool for your booth staffers and your sales people. (Let us know if you need help in creating a microsite.)
Your website will gain higher rankings because your content is being shared in social media channels. Create your microsite with thought. Because, you want to leverage this site as a post -show marketing tools as well.
Here is what our microsite looked like when we highlighted booth designs of our clients from RSA 2017.
However, yours, should have the necessary call to action related to the event.
KNOW, THAT NOW, YOU HAVE THE POWER TO ENRICH THE EXPERIENCE OF YOUR CUSTOMERS and YOUR PROSPECTS AND THE POSITIVE EFFECT THAT IT WILL REAP FOR YOUR BRAND
Kimberly Whitler, a marketing professor at the University of Virginia, says that customers love to be engaged, equipped and empowered. This makes them feel important, as though they have a vested interest in the welfare of your brand.
She also mentions that a lot of digital savvy customers do crave two-way interactions and are flattered to offer reviews of your company's products or services.
Some ways to engage your followers online and to collect the prize at the events are as follows:
LET YOUR FAN AND FOLLOWERS VOTE: With engagement apps, fans can vote for their favorite product design, destination site, T-shirt — or a choosing a speaker for the event — and share their vote. These insights can be the fuel for other branded content creation.
KNOW THE CREATIVE USES OF ENGAGEMENT APPS TO RE-ENGAGE YOUR TRADE SHOW ATTENDEES
Become the love-generating machine for your fans.
Give them a personalized experience of your brand. For example, the clothing brand Jones NY launched Style Creator campaign in 2016, and inspired a sense of style amongst executive women to have outfits suggested based on their professional LinkedIn profile.
Engagement apps need to deliver personalized experience. It can be product or service choices, white papers and case studies, or for that matter (depending on the quality of profile data) it could be ideas about personal enhancements.
Given the changing scene of food technology we had created an exploration site for our client base who are active exhibitors in the food industry. We furnished them with ideas about their fellow exhibitors and the trends that will help them in their strategy sessions to explore new markets.
We also offered an e-book for designs that work or not, pertaining to the food industry.
Useful Links that will help you in your journey
Author: Sarmistha Tarafder
(Thank you for filling up all those darn forms. We know it is a pain. Nonetheless, it helps us to understand your trials and your annoyance. Happy Exploring!)