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For companies, trade shows represent a prime opportunity to achieve a rapid surge in visibility that can help strengthen customer relationships and establish new contacts.
There’s no doubt that a lot of investment goes into trade shows, but are we sure that both money and time are well spent?
For the successful execution of a trade show, the first step is to plan an integrated online/offline communication strategy well in advance, tailored to each specific phase.
To effectively communicate an event, it’s necessary to work ahead:
- promote it in the months leading up to it
- leverage its impact during the event days
- discuss it in the weeks that follow
Let’s delve into what “integrated approach” means and how it’s rewarding in terms of boosting brand reputation and acquiring new clients.
Here are 6 rules to consider to achieve significant results with integrated communication linked to event promotion.
For each rule, we’ll indicate the results we achieved with Prodotti Stella during Sigep 2017, the most important trade fair for the gelato, artisanal pastry, bakery, and coffee sectors.
Communicate Clearly
Do you want the audience to listen to you? Communicate in a simple, consistent, and coordinated manner.
It might seem obvious, but in many cases, it’s not.
To maximize traffic and interaction between potential customers and the brand, offline and online communication should stem from the same creative idea and be developed consistently according to precise guidelines applicable to all usage destinations.
Achieve Maximum Coverage
Do you want everyone to know about the event? Then communicate it well in advance using the appropriate channels.
In the case of Prodotti Stella, considering only the Facebook channel, event-related communication began three months in advance, reaching a coverage of over 714,873 people. In synergy with other targeted activities, this led to an increase of 9,377 real fans in the fan base.
Additionally, a lead generation campaign was activated for the target audience, and an email marketing campaign was conducted to promote tickets. Thanks to effective target profiling, ticket requests were so high that available tickets were sold out in just a few days.
Create a Sense of Anticipation
Do you want everyone to visit your booth? Spark their interest by generating anticipation.
Anticipation and curiosity. These are the two aspects to leverage to encourage established and potential customers to visit the company at the fair and discover the latest novelties.
In the case of Prodotti Stella, a social media countdown spanning over three months was designed, providing periodic teasers about the novelties. Additionally, a countdown banner was placed on the official website.
Intensifying the frequency of social media posts as the fair start date approached increased pre-event interest.
Activate the Recognition Effect
Do you want everyone to notice you? Help them recognize you, and they’ll remember you.
When the content created before, during, and after the event is coordinated and integrated in line with a common communication strategy, customers and prospects who come to the fair, finding the novelties they had been teased about, will be more interested in them and the brand presenting them.
Once the “recognition effect” kicks in, the customer feels more at ease interacting with the brand and is more motivated to engage.
Amplify the Experience
Do you want customers to connect more with your brand? Let them enter your world.
Maximizing the event days is essential.
A good practice is publishing real-time content on social channels, with diversified themes and topics, in scheduled segments, at the closest intervals possible (at least one content piece every two intervals).
In the case of Prodotti Stella, the publication of original content dedicated to novelties, photos of the booth and attendees, and mini-videos with live customer reviews was planned. Moreover, the addition of numerous video content allowed those not physically present to experience the most exciting moments of the fair.
The engagement rate achieved in 5 days was very high:
Facebook: 49,071 Interactions and over 252,560 Views
Instagram: 38,137 Interactions and over 155,938 Views
Harness the Long Tail
Do you want to engage those who didn’t attend the event as well? Garner attention by showcasing the highlights.
In the days following Sigep 2017, dedicated Facebook Slideshows and Instagram Albums were created for Prodotti Stella, showcasing the presented novelties. The aim of this activity was to further connect those who attended and pique the interest of those who couldn’t make it.
The results were impressive: interaction with acquired clientele intensified, and requests came in not only from new leads but also from those who had previously distanced themselves from the brand.
In summary, employing an integrated communication approach yielded excellent results in terms of visibility towards new clients and loyalty among the already acquired customer base.
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