Social media and web marketing are two of the most powerful tools of company promotion to evolve in recent years. Though powerful, they have significant drawbacks when used alone. For best results, many companies are combining these new media methods with trade show booths and other more predictable marketing strategies. Your company can benefit from incorporating web marketing into your trade show booths too: it’s not difficult to do and it’s very inexpensive. Why Social Media?Most marketers agree that having a social media presence is becoming vital for all companies, regardless of whether they also have a strong convention presence. But for those that exhibit often, it’s even more important. Social media marketing provides another way for your visitors to contact you after the event is over. When done properly, it becomes a channel through which you can stay in touch long after you’ve dismantled your trade show booths. In addition, it provides a more constant form of contact than any previous marketing method. Your audience receives as many updates as you care to send, making it easier for them to absorb the information than if you sent it as one large email newsletter. Social marketing makes client-company interaction more like a conversation, and when you’ve started that relationship with a conversation at your exhibit, that kind of interaction is very valuable. Incorporating The Computer World Into Your Banner StandThe first step to using social media in your trade show booths is to integrate technology into your display. There are many ways to do this, but perhaps the simplest is to use a monitor to display a pre-made video. That video can demo your product, but it will also impart the vital information that lets your visitors connect with you online. Most people can access Facebook and Twitter remotely, so you’ll know instantly that they’ve subscribed to receive your updates. This instant response is almost like an instant follow-up; they haven’t quite bought, but you know you’ll be able to reach them again whenever you like.Using The Web To Promote Before, During, And AfterWeb marketing is only useful if it stays active. In order to get the biggest impact out of integrated trade show booths, you need to start promoting yourself before you unpack a single banner stand. Develop a website, or strengthen the one you already have. Start reaching out to online interest groups that might enjoy your product. Create your company as a respected web figure, and then let people know you’ll be attending an upcoming convention and that they’re welcome to come out and visit your banner stand display. This method of advertising is very cheap, and tends to get great results when done well.Although marketing beforehand is an excellent idea, it’s not mandatory. The only requirement for social media success is that you continue to use the medium between banner stand displays. You can’t stop simply because there’s no convention going on; visitors will stop remembering you, and they’ll soon stop paying attention. Social media is like a conversation. You have to keep it going, or it will become awkward and the conversation group will drift apart. You Don’t Have To Be High-TechSocial media marketing works with any level of technical integration. It works with any budget, from a single banner stand to a large custom display. It’s low risk and low cost. At very least, think about trying it at your next event. Follow these tricks for incorporating it, and you’ll be surprised at the payoffs it provides.
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ABOUT THE AUTHOR
Chris Harmen writes for Siegel Display Products, a leader in display innovation. Siegel trade show booths shine alone or when used with a banner stand.