Tradeshow Tonic

TIRED OF SAME OLD STRATEGY? A FRESH LOOK AT EXHIBIT DESIGN AND MARKETING

Posted on Feb 14, 2018 1:03:49 PM

 

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QUCIK TRICK TO GET A FRESH PERSPECTIVE ON ANY SUBJECT

“We can complain because rose bushes have thorns, or rejoice because thorns have roses.”
― Alphonse Karr, A Tour Round My Garden

 

Doing the same thing over and over again makes us agents of mediocrity. "Complacency sets in and very soon we slip into irrelevancy."

It happens to all of us... sooner or later.

IF YOU ARE SUFFERING FROM THE LIFELESSNESS OF SAMENESS, TAKE A BREAK FROM EXHIBITING

You’ve just exhibited at the same trade shows that you always exhibit at, year after year. This can and will make you too easily fall into the “same old, same-old” mindset: same competitors, same booth staff, same exhibit, same promotions, same city, same products, same trade show strategy, same social media strategy — a wealth of sameness at your disposal.

 

HOW TO CONTRAST THE SAMENESS

To keep your edge, try to see trade shows with fresh eyes. Give yourself some time at your next few shows to get re-inspired.  All you need is your all-seeing critical eyes, the fortitude of your feet, and a stalwart spirit of inquiry.

 

 

    STEP 1. STOP EXHIBITING. GO AS AN ATTENDEE.   

 

Going to a show as an attendee rather than an exhibitor can give you an entirely different view of how you and your competition are perceived in that environment. Walk the exhibit hall and strike up conversations with other prospects in attendance. Find out whose exhibits they liked, who they bought from, or whom they may do business with in the future. Most importantly: find out why. Ask how competitors’ products, services or prices compare to yours. While doing this may seem bold, many people appreciate feeling that their input could shape your company’s future offerings.

 

 

 

   STEP 2. STUDY THE BOOTH DESIGNS OF YOUR COMPETITION     

 

Slow down and look the nuances, of their booth and their booth elements.

Browse their literature to see the full scope of their product/service offerings, vs. which ones they have decided to feature in their booth. Ask about the small print: pricing, discounts, shipping, maintenance, etc. Check out, who they are partnering with on the exhibiting floor. We have seen the rise of partnership between smaller brands in an effort to forge new products and services.

After checking out their website and signing up for their e-newsletter, pay special attention in the subsequent weeks as to how they then re-target you with advertising on the web and on social media.

 

booth design with digital partners

Something to think about — As you are finding excuses about why not to exhibit, your time will be better spent finding a partner who you, would want to exhibit with. To survive in the "COLLABORATION ECONOMY" partnership is essential for the survival of your business and your brand.

 

Why? THE QUICK ANSWER is, as technology and software become the defacto standard of our trade and commerce, "many new companies entering the market can minimize marketing and sales costs by cleverly attaching to the marketing machines of more established vendors."

 

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"Recent research has shown, in fact, that companies that are able to create new products or services while maintaining a baseline of other capabilities are the fastest growers."

The way forward to experience hyper-growth is to partner with start-ups or incubators, which can give companies access to a larger pool of emerging innovations and technologies.

Recently, L’Oréal invested in Founders Factory, a global digital accelerator and incubator based in London. As part of the agreement, "L’Oréal and Founders Factory will invest in and scale five early-stage beauty-related start-ups and co-create two new companies from scratch every year."

THE RESULT: NAIL ART introduced at CES2018

 

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"The in-house team of experts at Founders Factory, provides hands-on support and advice to participating start-ups. The strategy provides an early look at innovative technologies and business models that relate to L’Oréal’s core business."

 

 

 

   STEP 3.   

STUDY THE BOOTH STAFFERS, STAFFING THE BOOTH OF THE OTHER PLAYERS

 

Walk your trade show and see who does a good job engaging you, and who ignores you — even when you walk into their booth! 

Who pays attention to all attendees as they walk by, and who is on the phone, even when you reach for a business card on their table? 

Who is friendly even at the end of the show, and who looks like they need a trip to the spa? 

Who offers a friendly engaging question and turns it into a meaningful conversation, and who says “Hi,” with no eye contact or conversation.

How does their product demo compare with yours. Are they holding the interest of the attendees.

WATCH, TAKE NOTES, NOW WATCH THE DETAILS AGAIN, MINDFULLY — You are will amazed by the amount of of information that you you can gleam simply by watching and listening.

 

 

 

 

   STEP 4.   

GIVE YOURSELF THE PERMISSION TO BE HYPER SKEPTIC

A skeptic questions and doubts the existing rational framework of belief system.  Walk down the venue isle and start asking these questions.

 

What trade show booths are getting more traffic?  Why and when?

Which booths seem to not only attract visitors, and helps them to be at ease.

Look for booth staffers and visitors truly engaged in meaningful conversations — what did they do to get there?

What at-show activities are generating a crowd, and keeping the right people in the booth?

What new trade show exhibit catches your eye?  Is it their messaging, shape, color, products, or something else? Are they attracting other visitors or are they just walking by?

How are booth staffers dressing? Is there a specific theme to it?

Where in the show hall are the hot spots of traffic — and did that change during the day?

Follow some attendees (at a discreet distance!) and watch what catches their eye, and what they blow right past.

 

 

 

   STEP 5.   

EMPLOY ALL THE ABOVE DATA POINTS TO DRIVE A DESIGN LAYOUT THAT WILL ENCOURAGE USER EXPERIENCE AND USER INTERACTION AT YOUR NEXT SHOW

 

KNOW THE POWER OF THESE 6 EXHIBIT DESIGN LAYOUT

 

1. THE CENTERPIECE

2. THE CONGLOMORATION

3. THE CLUB OR FORTRESS

4. THE PLAZA

5. THE THEATER

6. THE AXIS OR THE CLASSIC

the mechanical image drawings are from exhibitoronline.com

 

 

 

 

THE CENTERPIECE

 

ONE PRODUCT OR EXPERIENTIAL ACTIVITY IS THE STAR FEATURE OF THIS DESIGN LAYOUt. GO WITH IT WHEN YOU HAVE A MAJOR PRODUCT LAUNCH OR AN ELABORATE GIVE AWAY FOR YOUR GRAND PRIZE DRAWING EVENT.

 

THE CENTER STAGE CAN BE ALSO USED FOR JUGGLERS, MUSICIANS,  SMALL-ACT SCENES THAT TIES TO YOUR PRODUCT AND YOUR BRAND, or that you choose to partner with. A GOOD IDEA IS TO CHOOSE A BEVERAGE OR A SNACK VENDOR THAT WILL HELP REMEMBER YOUR BRAND VIA OLFACTORY NERVES.

 

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booth design based on centerpiece layout

 

 

 

 

 

 

THE CONGLOMERATION IS IDEAL FOR THE ONCOMING COLLABORATION ECONOMY

IN OUR AGE OF ONGOING ACQUISITION AND MERGERS, CONGLOMORATION BOOTH LAYOUT WORKS VERY WELL PUSHING THE CONCEPT OF "LEARNING AT YOUR OWN PACE".

 

THIS DESIGN HELPS VISITORS TO EXPLORE AT THEIR OWN WILL AND SETS THEIR COURSE TO LEARN ABOUT YOUR MULTI-FACETED OFFERINGS. THIS DESIGN CAN LOOK UNIQUE AND CUTTING EDGE, BECAUSE, IT IS AN ARBITRATY ARRANGEMENT OF SHAPE, ACTIVITIES AND ASSETS.

THIS DESIGN FUNCTIONS VERY WELL AS WE MOVE INTO THE COLLABORATION ECONOMY.

 

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booth design based on conglomeration layout

 

 

 

 

 

THE CLUB OR THE FORTRESS

 


TRUE TO IT'S NAME, THIS DESIGN WILL DETER ATTENDEES FROM ENTERING YOUR BOOTH SPACE. THIS DESIGN HELPS YOUR BRAND LAUNCH WITH STEALTH — THE GOAL IS TO KEEP PROPRITARY INFORMATION WITHIN LIMITED VIEW AND OR CREATE AN ATMOSPHERE BY INVITATION ONLY — GO FOR IT IF YOU WANT MAKE YOUR CUSTOMERS FEEL REALLY SPECIAL.

 

OFTEN TIMES, CLIENTS RENT 2 SPACES — ONE SPACE THAT IS ALONG THE MAIN ISLE AND THE OTHER, MORE TOWARDS THE BACK. THEY USE THE ONE UP IN THE FRONT, TO QUALIFY AND THE CLUB DESIGN IN THE BACK, IS USED AS AN HOPITALITY SUITE TO ENTERTAIN THE QUALIFIED PROSPECTS FROM THE FRONT OF THE SHOW HALL.

 

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booth design based on fortress layout

 

 

 

 

 

THE PLAZA

A BIG OPEN SPACE IN THE CENTER FOR CASUAL CONVERSATION AND RELATIONSHIP BUILDING with the setting of PRODUCT AND BOOTH ACTIVITIES AS A BACKDROP. WITH ALL THE STRUCTURES PUSH OUT TOWARDS THE ISLE, THIS LAYOUT IS CONDUCIVE TO CONSTRUCT YOUR BRAND OFFERINGS FOR THE PROSPECTS WHO ARE IN THE MIDDLE OF YOUR CUSTOMER JOURNEY MAP — GO FOR IT IF YOU HAVE QUALIFIED AND SEGMENTED YOUR PROSPECT ON THE ISLE

 

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booth design based on PLAZA layout 

 

 

 

 

THE THEATER

SINGULARLY FOCUSED, THE CORE PURPOSE OF THIS LAYOUT IS MULTI-MEDIA PRESENTATION, PRODUCT PRESENTATION, CUSTOMER SIGMENTATION, AUDIENCE SURVEY ACTIVITY ETC. ALLOW FOR ISLE MONITORS SHOWING PRESENTATION SCHEDULE, SPEAKER HIGHLIGHTS AND INDUSTRY HIGHLIGHTS — AND OFCOURSE, PEPPER IT WITH PRODUCT HIGHLIGHTS.

 

IF THEATER IS THE HIGHLIGHT OF YOUR DESIGN, USE THIS OPPORTUNITY, TO BREAK DOWN COMPLEX IDEAS AND CONCEPTS OF YOUR SERVICES AND PRODUCTS IN YOUR PRESENTATION.  BE SURE TO GET SPEAKERS WHO ARE INFLUENCERS IN YOUR INDUSTRY SEGMENT. INVITE PRODUCT MANAGERS AND THE C-SUITES  OF OTHER COMPANIES TO GENERATE BUZZ

 

 

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booth design based on theater layout

 

 

 

 

 

THE AXIS OR THE CLASSIC LAYOUT

IF YOU HAVE A NUMBER OF DIFFERENT PRODUCTS OR PARTNERS OF EQUAL IMPORTANCE, A CENTRAL STRUCTURE ACTS AS AXIS WITH INDEPENDENT ELEMENTS AROUND IT. HANGING SIGN, DOUBLE DECK, {if need be} OR TALL TOWER FORM THE CENTER ENCLAVE

IF YOU ARE MANUFACTURER, with SUPPLY CHAIN PARTNERS THIS IS GOOD LAYOUt

 

 

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booth design based on axis layout

 

Congratulations! You have made this far. This shows your grit and determination.

Yes, this is a lot of information to take in. Book mark it. Go slow. Absorb it in your own time and space. Hopefully, this will a good exercise for your raw intellectual horsepower.

Trade shows are complex environments, dense with information. To prosper in exhibiting you have to stay curious, start deliberate thinking and expand your field of experimentation.

Here is to your toil and aspiration!

 

Sarmistha Tarafder

 

Topics: exhibit design • modular exhibits • trade show boo, Stressful trade show marketing, booth design

HASH OUT HASHTAGS TO BOOST YOUR TRADE SHOW MARKETING

Posted on Nov 30, 2016 3:49:29 PM

 
power of hashtags
 
Updated 2019

 

 

SMARTPHONES, SOCIAL MEDIA, TRADE SHOWS AND THE 43.5%

 
In the minds of many legacy business owners, social media marketing and trade show marketing are two entirely separate fields. In the minds of many technology business owners trade shows are irrelevant.
 
But, guess what? Smartphones supposedly made everything smarter and changed the dynamics of trade and commerce. 
In an effort to make everything smart, smartphones are also supposedly to be blamed for our dis-ease of digital fatigue. Hence, it is no surprise that, "CMOs are investing more in live events because they deliver brand messaging effectively amid the growing cacophony of digital marketing in our daily lives.”
 
This outlook, is backed by the economic stats of our GDP. Results show that every dollar spent on face-to-face meetings and events generates an additional $1.60 – or 160 percent – in benefits for the U.S. economy. 
 
 
PAT YOUR BACK. YOU ARE DIRECTLY RESPONSIBLE FOR THIS 160% GROWTH
 

There is no denying that social media has intertwined itself into every aspect of marketing and business survival. Yes, social media marketing is also a fairly complicated field, but even a small business can use some of its most basic functions to boost its bottom line — It all starts with finding the right #hashtag for your business.
 
 
When you tie in social media to improve your results in trade show marketing, your trade show marketing efforts multiplies and cause your social media exposure to grow, so your business gets a greater return on all of its marketing investments. Because, according to CrowdTwist study, 43.5 percent of Millennials said they use social media to spread the word about products or services, meaning that people within any given network have more access to what their friends, family, and acquaintances are buying.
 
 
Keep going, you will get to see how we used our hashtags at #Exhibitorlive to bolster our brand exposure and made an effort to positively pay it forward.
 
 
 
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HOW GOOD ARE HASHTAGS?

 

Hashtags are everywhere. A hashtag—written with a #symbol—is used to index keywords or topics on social media. This function was created on Twitter, and allows people to easily follow topics they are interested in. You can’t go online without seeing dozens of them, they’re plastered on the sides of transit buses and commuter trains, they’re on our cereal boxes and our coffee packages, we see them in the movies and on little badges in the corners of our TV programs.

In fact, #ShareaCoke started a new era of 'hastagging'. Now, having a hashtag is a business imperative. You are dealing with a set of customers who want to be recognized and create a conversation around, what you have to offer.
“The distinctive and widely shared attitudes and beliefs of this generation will slowly, but surely, reshape corporations in its image and end the confrontational and bottom-line oriented world that Boomers and Gen-Xers have created.”
 
Large corporations have been spending a lot of time and money researching and developing new ways to use social media in general and the hashtag in particular to generate more profits. Experimental programs are already in place with Twitter, Amazon, and American Express to allow customers to make purchases using hashtags. Whether you love them or despise them, hashtags are here to stay.
 
 
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How Can Hashtags Help My Business?

 
By using hashtags to promote your trade show marketing efforts, and using hashtags as part of those efforts at trade shows, you can expand your brand and message exposure exponentially.
 
Since the hashtagged word becomes an index of conversations around a specific word, you gain more insight into who’s talking about your brand and products. Hashtags are used on virtually every social media channel, for easier insight into what consumers are saying, where they are, and how they’re using social media. All of these things can help you target your future marketing efforts even more precisely.
 
By planning and putting in some effective research up front, your marketing exposure will begin to grow and gain momentum on its own, going forward.
 
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Hashtags when optimized by phrases or keywords pertaining to your industry, you grow tentacles and appear on different feeds.

#TasteSuccess was the theme of our campaign and #ExhibitorLive was the show and Vegas was the venue

Hashtags makes your brand easy to discover. Once you’re easier to discover, you’re likely to see higher social media traffic. Hashtag searches occur on Facebook, Twitter and Instagram all the time and google+. H

Hashtags are a great way to help showcase brand advocate recommendations. Nielsen discovered 92% of consumers trust brand advocates over businesses.

 
 
 
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Questions to ponder before YOU COME UP WITH HASHTAGS for a specific venue or EVENT?

Know your personas. Know your objectives.


Determine the objective of the search. There is too much data to just jump into it.
 
1. Do you plan to launch a product and want to know if there's interest amongst your target audience?

2. Do you want to see what current customers are saying (customer service opportunity)?

3. Do you want to determine how you stack up against your competition?

4. Do you want to know about the perception of your brand?

5. Do you have a service and want to know how to optimize? Listen for customer feedback.

6. Do you need to strengthen brand awareness efforts?

Make a list of the keywords you specifically utilize for your social media/brand

Make a list of keywords associated with your industry (this will help you find and see competitors).

Create guidelines for how far back you will go back to look for comments/interactions. Jot down your findings in a spreadsheet. Depending on the comments, think how you can improve upon it?

Draw up guidelines for how findings are handled. For example, how will you respond to bad comments/reviews?

What verbage to use to show your support for positive comments/reviews?

How do you respond when others talk about your competitors in a favorable light?

How do you respond to your competitors when people say negative things about them? (See how Wendy’s handled McDonald’s Black Friday Tweet Fail.)

When and where do you use your branded hashtag(s)?

 

NOW, THAT YOU HAVE DONE YOUR RESEARCH AND ESTABLISHED A GUIDELINE Here are some thoughts for starting your own marketing snowball

 
 
Choose Carefully
 
When you choose hashtags for your brand, your products, or your promotions, you need to use some care. It’s best to choose the simplest, shortest hashtag possible.
 
Once you have some ideas in mind, search for it on each social medium, and on Google. See if it’s in use, and check to see if any likely misspellings of your proposed hashtag are in use. You may find that one of those is in use by something you don’t want your customers accidentally being directed to.
 
Another important consideration is misreading. Hashtags are not case-sensitive, but often they’re written with capital letters to help readers understand and remember them. Realize that people will type your hashtag out with all lowercase or different capitalization than you intended, so it’s important that the meaning not depend on capitalization.
 
For example, one hashtag-gone-wrong used the country code CH to promote The Hobbit in Switzerland. The creators wrote #HobbitCH. Oops!!!
 
There are no spaces in hashtags, so also consider what will happen if a reader envisions the spacing of the hashtag differently from what you had in mind – like Susan Boyle’s debut album party, which was #Susanalbumparty. Ummm.. No thank you.
 
 
Hitch A Ride
 
Whenever you make a post with your hashtag, think about what other hashtags you might include on the post. Don’t go crazy: two or three per post is enough depending on the social media channel.
 
But if, for example, you’re promoting a new product at South by Southwest, include #SXSW in your post, because, that better-known and more popular tag will get your post and your own hashtag much bigger exposure than it would get on its own.
 
Also, events and trade shows promote their own hashtags so you will maximize your efforts by using theirs. If your post involves a giveaway, include #entertowin as a tag, and it will start circulating on its own! Be careful not to jump on every hashtag trend out there. Attaching yourself to a trending hashtag can be negatively perceived, especially if that hashtag has nothing to do with your company, product or event.
 
 
Officially Recognize Pain Points and Moments of Delights

 
Ask your customers, how do they feel at the pre-purchase, purchase, and post-purchase stages as they attempt to achieve their goals? Find their frustration in dealing with your brand or their job functions and come up with a hashtag that addresses it. Chances are if your customers are feeling certain 'emotions' (positive or negative) when dealing with your brand — the same feeling with resonate with your prospects. 
 
"As technology changes, so do consumer expectations. Customers today are impatient, and their standards are unforgiving. Increasingly, consumers expect brands to intuitively know what they need, when they need it, and deliver it instantly. Tackling those challenges has meant rethinking the way our business operates." — when you create a hashtag, you give your prospects a frictionless way to engage in the conversation happening around that hashtag. 
 
 
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Twitter Tools For Your Hashtag
 
What The Trend is a tool that can help you find the top hashtags from the last 30 days. Find creative hashtags that aligns with your content and are recently trending and get new viewers for your content.
 
Twitonomy can help you find personalized hashtags that revolve around the content you post on your Twitter accounts. It shows powerful influencers and the level and quality of engagement.

 

RiteTag offers up-to-date usage data to show you how hashtags are performing in the real world. While the premium plans offer more functionality, the basic free plan still offers plenty of utility.

Hashtagify.me is another great tool for finding trending hashtags on Twitter. Plus, it also has an option to get email updates on trending hashtags as well. It offers free and premium plans for all sizes of companies, from individual users up to enterprise accounts.

 

Tweepi is also a great tool that allows you to follow either the followers or the friends (i.e. mutual followers) of a Twitter user of your choice.

 

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What study shows about the usage hashtags in these 3 channels —

AND WHAT OUR EXPERIENCE COUNTS FOR at #ExhibitorLive 2018

 

For Twitter: According to a recent study you should indulge in posting only one or two hashtags per tweet, as that has proved to increase engagement on your content by 21 percent.

The same article also states that if you use three or more hashtags per message, you lower engagement by almost 17 percent. However, our recent   experience #ExhibitorLIVE shows otherwise. Again keep in mind, this is based on very low sampling, hyper-segmented audience in the 2 day event

 

2 HASHTAGS GENERATED LESS ENGAGEMENT AS OPPOSED TO 5 HASHTAGS. 3 Could be the MAGIC NUMBER

 

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For Facebook: "In some cases, studies suggest that Facebook posts without hashtags receive greater engagement than the ones that contain multiple hashtags." Your best bet — BE BRAVE AND KEEP AT IT.

According to one report, posts with hashtags received only 0.8 percent viral reach, while posts without hashtags had 1.30 percent viral reach.

 

 

USING 3 HASHTAGS, 2 HASHTAGS AND 1 HASHTAG IN FACEBOOK — YOU BE THE JUDGE

 

3 hashtags for facebook

 results of 2 hashtag using facebook

 

 

 

 

 

 

 

 

 

 

 

 

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If you are using @facebook for your marketing, here are the 2018 updates that you should be aware about. It is particularly palatable for event marketers, if they know how to use the inner workings of hashtags

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For Instagram: Yes, it is customary for Instagram posts to contain up to 15-20 hashtags in some cases. However, it is important to keep it relevant to the post.

 

TO BE RELEVANT, WE Incorporated THE VENUE, THE INDUSTRY, THE TARGET AUDIENCE, THE BRAND, THE MISSION, THE FEELING OF THE BRAND, THE CREATIVE DIFFERENCE  AND OF COURSE, THE OVERACHING AUDIENCE

 

hashtags in instagram that shows what worked

instagram post that shows how we did it

instagram posts for trade shows to create likes

 

According to a study, interactions are highest on Instagram posts with 11 plus (different) hashtags. Note: The new hashtag-following feature could potentially change the way user accounts are followed, and this has potentially far-reaching implications for those heavily invested in the platform.

If you use @instagram for your marketing, you should know these latest features. Based onyour YOUR engagement, your brand exposure just might be restricted.

INSTAGRAM FOR TRADE SHOWS

 

 
Give Them Something To Talk About
 
Creating something post-worthy at a trade show doesn’t have to involve a 10-story Ferris wheel or a supermodel. Last fall in Utah, one exhibitor placed a single banner stand on the outside of their booth. The banner was simply a photo of a giant crocodile with a hashtag on it. The aisle was jammed with people waiting to take a picture with the crocodile! You can use photographs or drawings, or even well designed graphical banners with funny, motivational, or philosophical sayings on them. How about a selfie from inside your exhibit to win a prize every hour?
Whereas selfies are great, if your customer is somehow unhappy with you product, taking selfies will not help them. Instead, devise a hashtag around that frustration or product update and start building a core group where your customers can help you in building a better product and help each other along the way. 
 
Be creative. However, give them a sense of belonging.
 
 
RULES OF EXHIBIT DESIGN FOR BUSINESS GROWTH
 
Hashtags allow you to create a collection of social media posts around the same or similar topic by making it easier to search, find, and share those thoughts. It allows you to connect with and engage other social media users around a common theme or interest.
 
 
Try using Hashtags to promote your next trade show or event – Before, During, and After the show or event! Incorporate the show’s existing #hashtags with one of your own. (For example: Hey, check out the newest widget in booth 5555 at Widget Show next month! #worldsgreatestwidget #WidgetShow )
 
Encourage everyone in your organization to use them in related social media posts. It costs nothing outside the time to think through the process and implementation.
 
The payoff could be priceless.
 
Happy Hashtagging!
 
Updated by: Sarmistha Tarafder
 
 
 
 
 
In it's original form, this article was first published in www.skyline.com
 
Original Author

Shawn Lacagnina is an expert at face-to-face marketing with over 20+ years experience helping clients successfully communicate their image and message to their audience. For more information on trade show displays, trade show booths, and trade show exhibits in Houston, please email Shawn directly at ShawnL@skylinehouston.com or visit http://www.skylinehouston.com.

 

Definitely check out these sources:

https://coschedule.com/blog/how-to-use-hashtags/
 
 

Topics: Trade Show, digital marketing, Stressful trade show marketing

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