Promotions and Social Media

DIGITAL MARKETING TRENDS AND TOOLS FOR SUCCESSFUL TRADE SHOW MARKETING

Published on Apr 27, 2018 2:59:43 PM

speeding on digital highway

 

SPEEDING ON THE DIGITAL HIGHWAY

Relentless technology change can feel like, being high on amphetamines — simultaneously exhilarating and exhausting. Just as we reorient from one bend, we find ourselves speeding on to the next one.

Just, when we thought we were getting the hang of @Facebook, @Twitter and @Instagram, new platform features and emerging networks are changing the social media landscape. Here’s a look at some of the popular digital engagements, and their potential impact on trade show marketing:

 

 

augmented reality ON A STEEP RISING CURVE

Both iPhone 8 and the iPhone X devices incorporate a new chip that allows the phones to provide users with extraordinary augmented reality experiences. Trade show and event professionals get ready to engage your audience via this method. Because, very soon that social media platforms will find ways to incorporate the new technology as well. Expand your mind. Be the trend setters of using augmented reality to gather the WOW of the crowd, NOW.

 

Augmently ARKit Portal Demo AS SHOWN BELOW

 

 

 

 

EMERGENCE OF Ephemeral Content

 

Facebook, Instagram & Snapchat stories are all examples of ephemeral content – spontaneous social posts that only last for a period of time. It’s fast and furious form of content creation for businesses, that had usually focused on creating well thought out, enduring posts. That’s why Instagram created Story Highlights for Business – a way to permanently archive your Instagram Stories and then curate and feature them at the top of your Instagram profile or not, depending on the quality of it. Yet, this is a great place to humanize your brand and showcase your top recent trade show moments, or to give a nod to your best partners and influencers.

 

Facebook Algorithm Changes

 

Facebook made a major change to its News Feed in early 2018, with posts from friends and family gaining greater prominence, compared to businesses and publishers. Going forward, trade show marketers will thus have to rely more on promoted posts, ads and influencers to reach their Facebook audiences. Learn more on latest updates that will actually be helpful for boosting your brand.

 

SHOW SELECTION FOR CROSS MARKETING

 

GOOGLE ALGORITHM CHANGES

 

We are living amidst radical changes. Your Search Engine Optimization becomes obsolete overnight. Here, are 10 tools that will help you run your site analysis like a Google bot.

Google's Webmaster Tools
SEMrush
HubSpot's Website Grader
Check My Links
BuzzStream
Moz's Pro Tools
UpCity's SEO Report Card
Woorank
Screaming Frog's SEO Spider
Found's SEO Audit Tool
Remove'em
Varvy's SEO Overview Tool

Learn more about these tools

 

 

New Social NetworkS, NEW LOGISTIC TECHNOLOGY

 

The social network Vero has been around since 2015, but it only began seeing explosive adoption in early 2018. Vero competes with Instagram for photo sharing. It offers many features that Instagram doesn’t, including allowing users to share links. Those social links may become an increasingly visible source of inbound traffic to exhibitor websites, similar to the traffic your site gets when you share links to it on Facebook or LinkedIn.

Are.na lets you build simple, visual collections by adding links and files of any kind. It’s the only platform designed to help you learn by connecting ideas with other people. It combines the creative back-and-forth of social media with the focus of a productivity tool — stripping away distractions to let you focus on your ideas. Use this as a internal platform to brainstorm trade show booth ideas

Rize is a many-to-many social video app. It leverages PROPS video infrastructure, and enables users chat with friends in real time, engage with content creators and watch linear content together. Rize will be seeded with the YouNow community and launch before the public token distribution.

 

NOW YOU CAN MAKE AN APP FOR YOUR EVENT


Attendify
is an event technology
company that elevates the attendee experience with the easiest event app builder, an exclusive social lead retrieval tool and pioneering event data management solutions. The cool thing is, you have one one attendee profile for all your events. Easily, onboard attendees to future events and remove barriers to app adoption.

 

 

MANAGEMENT LOGISTICS AND NETWORKING TECHNOLOGY FOR EVENT MANAGERS IS GETTING STREAMLINED

InviteManager simplifies event booking and management

This app aims to put all your company's client entertainment or employee rewards events (such as a sports outing or VIP concert) into one system.

"From tickets to happy hours, dinners to sponsored events, everything you need to create incredible events for your clients is all in one place", says Tony Knopp, company's CEO. This mobile app, grants trade show managers to manage every aspect of their event from their smartphone or tablet — inviting guests, viewing requests for event tickets, and checking guests in to an event. Users can build custom invitations and landing pages for events, and gather details such as apparel sizes or dining preferences.

 

Negotiation Tracker by etouches makes the bidding process simple. It powers your negotiations and takes the complexity out of gathering all the details from multiple venues. You get a complete timeline of each rebid, not just a snapshot of the first and final offers. The various parties of your planning team are able to see at a glance how each hotel stacks up against others to negotiate better deals and get meetings booked.

 

Networking for a purpose

"Throwing people in a room and expecting the magic to happen simply doesn't cut it anymore."

With targeted marketing involved in developing ever-more sophisticated algorithms to match one's interest with a particular message or person, demand has increased to offer that at events as well.



The Zenvoy Business Matchmaker  enhances the flavor of networking with an algorithm based on attendees' professional specialty, industry, experience, and location. It matching the users with connections with the possibility of creating future business. Currently the platform has 3,500 organizations and 1,300 cities in its network.

The rise of in-the-moment networking.

QuickMobile is an in-app networking tool to encourage engagement that strengthens connection, builds community and mobilizes meaningful conversations.

"Event planners can drive engagement and facilitate one-to-one connections with in-the-moment networking opportunities, such as sharing updates, photos, and videos."

 

USE LIVE EVENTS TO NURTURE HUMAN CONNECTION

 

 

 

THE GAINING PROMINENCE OF HUMAN TECHNOLOGY — Urge your CEOs and your CMOs to be in the forefront of your events.

We are witnessing unusual methods of trading. Ponder this for a moment.

"When Snap went public last year, it sold 200 million shares; none of them carried any voting rights. When Spotify went public, it raised no money. When members of the public bought shares in Uber in 2016, by buying into a Morgan Stanley vehicle named New Riders LP, they received no information about Uber’s income, expenses, or balance sheet, and had no assurances that the company was financially viable."

These are just the latest examples of a long-standing trend: If the masses come to know your brand, the normal rules of Wall Street don’t apply to you.

"When Spotify listed its shares on the New York Stock Exchange, for instance, its CEO remained in Sweden, rather than flying over to perform the ritual bell-ringing. Instead, he wrote a blog post saying that the whole thing was a bit of a nothingburger, “just another day in our journey.”

 

YOUR C-SUITES ARE ANCHOR POINTS IN YOUR JOURNEY. USE THEM TO WIN THE HEARTS AND MINDS OF YOUR CUSTOMERS AND MAKE THEM THE MEASURING BAROMETER FOR YOUR SUCCESS

 

 

MEASURE YOUR TRADE SHOW AND EVENT ROI

LOOPD measures your event ROI and provides organizers and other stakeholders — exhibitors, sponsors, and even attendees — a comprehensive view of the value generated by their events. This could mean tracking registration numbers prior to the event, measuring traffic during, or pulling data from surveys.

 

MEASURE YOUR PRODUCTIVITY

TSheets is a free time-tracking tool that helps marketers properly budget time and increase productivity. It even has built-in mobile and GPS capabilities for tracking time when you’re tending to your exhibit. Skyline can also help you plan your trade show timeline with this spreadsheet.

 

 

THE DIGITAL LIVING ROOM

 

Used mostly by Gen Zers, Houseparty is a video hangout platform used by over one million people each day. The platform is so successful that Facebook is reportedly investigating ways to create a similar functionality within their platform. A recent study conducted by Goldman Sachs concluded that Generation Z was more valuable to most organizations than millennials. They are just beginning to enter the labor force, and will have increased buying power for some time. It is worthwhile for exhibitors to get accustomed with the liking and the disliking of this generation.

 

 

influencer marketing LEADS THE PACK

 

Over 90 percent of marketers claim influencer marketing strategy to be very successful.  Companies like North Face, Hubspot and Rolex use social media–based influencer marketing strategies to connect with new audiences and improve engagement with existing audiences. Influencer marketing is an easy and effective way to give your content added
 value for your audience, and an amplification boost
 to make sure it gets seen. Influencer marketing is the
 fastest-growing online method of acquiring customers,
 outpacing organic search, email, and paid search.


 

ACCOUNT BASED MARKETING ENABLES PRECISION MARKETING AT SCALE

 

According to Information Technology Services Marketing Association, 84% of the companies engaged in ABM, say it brings in higher ROI than other types of marketing. With technology, now, you can bring in a degree of personalization to many accounts.

 

NATIVE ADVERTISING

 

According to Linkedin, consumers interact with native ads 20% - 60% more than traditional advertising. Consumers in general are getting more sophisticated in their response to advertising and are tuning out intrusive
or irrelevant messaging.

 

Facebook 'Spaces' goes mainstream

 

Facebook is working on a project called Spaces that is designed to allow friends to connect in VR. Given that Facebook owns Oculus, a virtual reality hardware and software company, it is no surprise that the social media giant is developing a platform to make use of this new technology.

Facebook is poised to scale Spaces in 2018. When they do, it is likely that it will be the first successful VR social media product at scale. "A future of holographic advertisements and AR-assisted healthcare is not as far away as you may think. In fact, 24 million digital reality headsets will be sold in 2018. By 2025, that number is expected to jump to 500 million. It’s no surprise that Facebook engineers are saying that AR devices will replace smartphones within five years."

 

 

AUGMENT YOUR TRADE SHOWS WITH SOCIAL MEDIA

 

 

AMAZON ALEXA DEMYSTIFIES CHATBOTS

 

Chatbots are computer programs designed to simulate talking to a customer service rep or sales rep. Once used only by large companies for fielding simple queries about business hours or return polices, many are now being developed for small business use, such as for handling restaurant reservations or for responding to inquiries received via messenger apps. With more than 80% of customer inquiries or complaints ignored or poorly handled, AI-driven chatbots can help busy exhibitors field questions and escalate hard leads to your sales team. Artificial intelligence, voice assistants and chatbots will enable brands to offer personalized shopping experiences on messaging platforms like Messenger, WhatsApp and Kik.

 

 

SLOW DOWN — DO NOT BE DRIVEN BY IMPULSE

 

We are dazed by the speed of change.

As a result we are driven by impulse and respond. We are loosing our power to think. We are always on the reactive mode.

This is is true for you and your customers. Your customers are inundated with the curse of MORE — more content, more channels, more digital experiences. Hence, in this mode of perpetual abundance, it up to you, (the chief experience officer) to decide the technology you want to use, the channels you want to capitalize and the in-person interactions that you want to highlight. And that is no small task.

Slow down, take stock of your brand power house — align your marketing operations with demand generation, digital marketing, field and channel marketing, communications and product marketing — once, you have done this and made each unit responsible for the grand success of your event, all things are bound to fall in place.

The evolution of digital marketing presents new challenges and opportunities for the exhibit industry. Adapting to the changing expectations of your virtual and real time audiences will help you find your high — where the speed gets under control and the effort more rewarding.

DESIGN FOR DEAL MAKING HUMANS

 

 

Sarmistha Tarafder

Sources for this article:
@skylineexhibits, @successfulmeetings, @entrepreneur

Topics: digital marketing, trade show marketing not working, social media for event marketing, customer journey, augmented reality

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IMMERSIVE AND PERSONALIZED MARKETING WITH AUGMENTED REALITY

 

CLICK THE INFOGRAPHIC FOR AN EXPANDED VIEW

AUGMENTED REALITY 

 

DIGITAL MARKETING LOGISTICS AND PLANNING FOR EVENT MANAGERS

 

 

PRE-EVENT PLANNING

Create a calendar for event marketing.

1. Work with your designer to conceptualize any infographics, Twitter cards, Pinterest Pins, social display ads or other visuals for your campaign. The free software from Pablo makes the process easier, with more than 600,000 images and two dozen fonts you can use to create social media graphics.

2. Add your event to your email signature. Make use of our own Trade Show Selector Tool to do your research for various industry-specific trade associations.

3. Create an event page on LinkedIn, Facebook, and/or Eventbrite, as well as on your own website or use other technology as cited in this article.

4. Submit the event to the relevant industry directories, so that it shows up in various listings.

 

5. Create a highlight reel from last year’s event, and pepper it with verbage from your Chief Marketing Officer and the VP of Product Marketing. Upload it to your YouTube channel.

Re-purpose, it for Facebook and Instagram, and used a teaser for the next event.

 

6. Designate a social media leader to be the primary voice and driver for your messaging.

 

hashtags for events and trade shows

6. Find out what the show’s official hashtag will be, and come up with your own action specific brand hashtag. You might want to check out how we did it.

 

KNOW THE TRADE SHOW GLOSSARY TERMS — THIS WILL HELP YOU IN CREATING VALUE-ADDED HASHTAGS

 

 

custom islands

 

 

 

 

PRE-EVENT MARKETING

1. Commit to doing X posts per day/week on each of your social platforms


2. Amplify your updates via promoted posts, tweets, and updates to reach new, lookalike audiences.


3. Send a LinkedIn InMail to prospects you’d love to see at the conference and expo, to alert them to your attendance.


4. Upload any and all email lists to AdWords, Facebook, and LinkedIn, and create Custom Audience campaigns to serve display ads to just these people.


5. Participate in any discussion groups on LinkedIn that are relevant to your event.


6. Start following the show hashtag several weeks in advance to stay up to date on what’s trending.

 

 

 portablelinear booth

 

 

 

 

MARKETING AT THE SHOW

 

1. Use Facebook live to capture and webcast the most exciting moments as they occur.


2. Use photos of attendees in your social updates. ID the people (with their permission) to encourage social sharing and interaction.


3. Utilize HootSuite or another social scheduler to post on your behalf when you are busy at the show.


4. Use the Twitter @ sign to engage directly with your sponsored speakers or other known social brand champions in attendance.


5. Engage in social listening to see what topics and events attendees are interested in.

 

6. Respond to other attendee questions, rather than just inviting people to come to your booth.

 

 

 EVENTEVENT

 

 

 

 

POST-SHOW FOLLOW-UP

 

1. Go through any leads you gathered, and connect with those people on LinkedIn, follow them on Twitter, or like their business page on Facebook.


2. Follow up with your leads and connections via email.


3. Post an event summary on your blog, with photos of the show highlights.


4. Create and share a Twitter Moment of the event highlights.

 

5. Most importantly, nurture your social leads and build your network year-round, rather than being a fair-weather user.

 

6. Effective social media usage means being an active and engaged part of your social community!

 

7. Social media for commerce - Instagram announced that they are rolling out  in-app payments, meaning that you can buy from the photo directly, without having to leave Instagram to visit a website - a boon for mall business owners

 

 

RE-LEARN BOOTH STAFFING IN THE AGE OF TECHNOLOGY

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