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Use Apps to Increase Trade Show Engagement - Dazzletoday Blog

From blog.dazzletoday.io - July 20, 2016 1:50 PM

Technology has changed the way Trade Shows are managed and perceived today. Apps have helped Trade Shows develop greater engagement by making delegates more central to proceedings, empowering them, and enhancing their event experience. Specialized Trade Show apps like Dazzletoday are increasingly becoming important as they enable personalised digital interaction with customers. They influence how attendees are attracted to Trade Shows, how information is shared and how attendees are engaged before, during and after events. With the help of apps, attendees can plan their own bespoke event experience, ensuring they are more engaged and that their time is managed more efficiently.

The digital connectedness that event apps create, allows for streamlined communication and information exchange between brands and audiences involved in Trade Shows.

Read more: http://blog.dazzletoday.io/use-apps-to-increase-engagement-at-trade-shows/

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B2B Trade Show Marketing Success in 12 Easy Steps

From www.artillerymarketing.com - February 12, 2015 10:12 AM

With the right planning, B2B marketers can use trade shows to speed up the sales cycle, reduce the cost of sales, and reach customers, prospects and even "hidden buyers."

"Exhibit marketing is the most cost-effective means of reaching customers and prospects; it reduces the buying cycle; it allows you to reach hidden buyers. Most important, though, is that it can reduce the cost of a sale by as much as 75%."

However, to attain those kinds of results, planning is essential. And that's where many exhibitors fall short:

"Seventy-one percent of all exhibitors have no measurable goals or objectives or even a written marketing plan."

Margit B. Weisgal, President and CEO of the Trade Show Exhibitors Association, offers a 12-step planning process that can be very helpful for B2B companies who are actively marketing at trade shows or who are considering it.

Define the Situation - Who is your company? What is your product and its real benefit? Who are your competitors?
Identify Your Target Audience(s) - This needs to go beyond just the procurement people. Think about the end users and those who can influence the purchase decsion. You probably have multiple, distinct audiences.
Pre-participation Research - Not all shows are a good investment of your time and money. The author includes 8 questions to ask before deciding on a new show (and 5 questions you should ask for shows at which you currently exhibit).
Set Goals and Measurable Objectives - Sales goals are not a realistic metric given the long sales cycles for most B2B sales, but other goals should be set and measured such as contact and qualified leads.
Management Support and Input - To be effective, management needs to perceive trade show marketing as a cost rather than an investment. Don't exhibit if you can't get management support and input.
Strategies and Tactics - This contains the specifics of how to achieve the goals and objectives from #4 above. Unfortunately, many exhibitors skip #'s 1-5 and start here.
Integrate Current Advertising and Corporate Communications - Your trade show message needs to be consistent with all other corporate brand touchpoints.
Develop Pre-Show/At-Show Promotion - After you've determined who you really need to see at the show, develop a promotion beforehand targeting that group to drive them to you.
Design an Exhibit to Support Steps 1-8 - Take the perspective of the visitor whose mindset is "what's in it for me?"
Plan the Follow-Up Program - According to some experts, 80% of exhibitors don't follow up on leads. By developing a follow-up program beforehand, this problem can be eliminated.
Involve and Train Your Staff - One of the biggest challenges is getting staff to listen to vistiors before jumping into a presentation.
Measure Results and Make Money - This invovles getting back to management,comparing results to objectives and determining if a return to that show is in order.

more at http://www.artillerymarketing.com/blog/bid/136698/B2B-Trade-Show-Marketing-Success-in-12-Easy-Steps

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The Best Social Networks for Engaging Event Attendees

From www.marketingprofs.com - February 20, 2015 6:45 AM

Marketers say Facebook and Twitter are the most effective social networks for encouraging community engagement and content sharing related to events, according to a recent report from FreemanXP and the Event Marketing Institute.

The report was based on data from a survey of marketers at 100 large corporations (B2B and B2C), representing a range of industries, including information technology, healthcare, financial, automotive, and consumer products. Respondents were asked how they employ social media at in-person events, such as conferences, tradeshows, and functions organized by brands.

Some 37% of marketers surveyed rank Facebook as the most effective network for events community engagement, and 36% rank Twitter as the most effective. LinkedIn is a distant third, with 7% of respondents ranking it as most effective.

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3 Ways to Break Through the Noise at a Trade Show

From www.inc.com - February 12, 2015 9:05 AM

You might not exhibit at trade shows regularly. You might not have a huge, flashy booth. But you can still come home a success.

three ways you and your business can break through the noise at any trade show and make sure you come home a success:

1. Personality counts.

The very nature of trade shows demands that you have personality. From the look and feel of your booth to the people who are working at it--does your booth blend in or stand out? Do you use the same cookie cutter booth for every show, or do you target your booth to the type of show you're attending? Even though it might require more time, energy and money, targeting your booth to the type of show you're at can really help.

2. Be novel.

In the sea of booths at a trade show, a lot can be said for having some novelty to attract folks to your front door. As an attendee, it's easy to get caught in the tangle of people and not want to break away for yet another sales pitch from a desperate and bored exhibitor. Shake things up in your booth with something unexpected, fun and, yes, interactive, to get folks involved and engaged. Ditch the usual swag of free pens and stress balls and give away something memorable. The same booth that had the great staff also had a 7-foot-tall gumball machine right at the front of their booth. When they talked to folks, they encouraged them to turn the crank and out would pop a mini gorilla. People ate it up.

3. Stay engaged.

You never know what will happen even if you're at a show that seems to miss the mark for your company, or that feels slow. Don't fall into the trap of getting bored, starting to do other work and ignoring attendees. It's easy to have happen at a multi-day show when the adrenaline and coffee run out and the people in your booth lose their show mojo. A woman who sells vintage props had a booth next to us and it was super slow for her. She left her booth for a while and guess what? A huge client came to see her! Luckily the client waited for her (This would not usually happen.), and she closed a deal on the spot. She got lucky.

more at http://www.inc.com/janine-popick/3-ways-to-break-through-the-noise-at-a-trade-show.html

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