Sep 14, 2016
Read Time: 3 min
Today’s article was written by Susan Smith, social media blogger, writer, and marketer.
Organizing a trade show or exhibition can be an overwhelming task. Whatever the size of the event, you need to put in a considerable amount of work or risk losing out on business.
With a certain degree of planning and preparation, your event can be a success. The Internet is a low-cost marketing tool that, if used correctly, can reach thousands. By utilizing the right social media strategy, you can publicize the event and increase footfalls.
By following the below steps, you can make the event you are organizing a success.
Create Publicity Through Multiple Channels
Make sure that relevant logos and information are present on all promotional materials. Include these on your website and social media platforms as well.
Another way to create publicity is to be part of your exhibitors’ marketing of the event and work with them. Companies spend a significant amount of money to be part of trade shows and conferences, so it is critical that their current and potential customers are made aware of the fact that they are participating in the event.
Add links that contain details of the event on the company website. Make sure you provide details of how to attend, directions, etc. Invite customers to come and visit the event and send email updates in the weeks leading up to the show.
Choose the Right Staff and Train Them Well
It is essential to pick and train the right employees, as they will be the face of the event. Even the most experienced employees need training before each trade show. Make sure that anyone attending the show understands the objectives and offer pointers on both goals and manners.
Be Prepared for Contingencies
No matter how much you prepare, something may come up that you are not ready for. In such cases, having a detailed tear sheet with all the details of the trade show can come to the rescue.
Also put together a comprehensive supply kit. This would contain necessary items for the show staff members, such as office supplies, medication, etc. Prepare promotional material beforehand and make sure brochures, forms, etc. are neatly laid out.
Focus on Quality over Quantity
Even if your budget is small, and your event does not attract thousands of prospects, it is important to remember that it is more about quality than the number of attendees. Some events may be smaller in size but may bring in more serious buyers. At larger events, it is helpful to qualify your prospective attendees through marketing well before you start promoting registration.
Asking people to fill out surveys or evaluations, or even talking to them one-on-one, can provide insight on the things that your team did right, as well as what went wrong. Existing customers who have attended your previous events can tell you what they like and don’t. Talk to exhibitors and find out what worked for them.
They can also give you insights on the profile of the audience and plans for the coming year. By implementing these suggestions, your next event can be an even bigger success.
Prepare Post Show Press Releases and Reports
This is a critical aspect of the entire process. All the feedback collected at the show must be compiled and analyzed as soon as possible. This will provide material for any post show press releases.
The organizer also needs to prepare a report that will be shared with all stakeholders. Organize a meeting among all parties involved to discuss this report and the lessons learned. The critical areas that require improvement as well as aspects of the event that went well must be noted. This will help you implement changes to the organizational process and thereby improve the quality of future events.
In order to ensure that your event is a success, you need to plan, implement, and measure activities around it. It involves a tremendous amount of work and dedication until the very end. Even after the show, it is critical to follow up and seek feedback from stakeholders. Not doing this is futile and can make your efforts pointless. However, if the event is planned early and approached in the right way it can lead to a strong organizational ROI and new business opportunities.
Susan Smith is a social media writer at iDigic.net who also contributes for hundreds of other blogs. Her articles predominantly focus on social media marketing and are widely followed by readers from all over the world.