At your trade show, social media is critical. However, it is sometimes seen as a “throw away” tactic.
“Yep, I told people we were on the show floor. Done and done. Now onto the important parts of the trade show.”
If I had a dollar for every time I saw, “Come by and say ‘Hi’ to us at Booth 421”, I would be a rich man.
I understand trade shows are tough. But let’s regroup for a minute
Every effort you make with social media on the show floor has an exponentially more powerful return, then when you are creating social marketing messages in your office.
Why?
It is rare that in the industrial, financial services or material handling sector that a tweet will cause someone to walk into your office within the next 10 minutes. Sure you might get that in the restaurant biz, but in B2B no way!
At a trade show, you have an office where almost all of the foot traffic are prospects. And you have a ton of foot traffic.
Here is how you optimize your social media message on the trade show floor.
Clear Value:
Have an offer that has a definite value. Not “Talk about how we can help with your distribution problem,” But rather “In 2 minutes learn six ways you can make your distribution center 28% more efficient.”
If you can offer people something that is a clear value that is distinct and precise, it is much more appealing. Putting a time limit on it also gives you a way to get people in and out after you have qualified them.
Along those same lines is if you have a product demonstration that illustrates a clear value to a potential customer.
The largest waste of effort at a trade show is talking to people after you have qualified them. Save that for your Event at the Event.
Personality:
People buy from people they like. So be likable. Show a bit of your personality. You can be personable and professional at the same time. Have some personality in your social media.
I used to work for a commercial air filtration company. Sales wanted to use we “suck more” as in a social campaign. Corporate never really went for it. That is understandable it takes a very brave company to do that. It would have to work into your overall message.
“We don’t have any salespeople here for the next 30 minutes. It’s safe!”
For this one make sure the salespeople leave for 30 minutes. No reason to lie.
One of the most annoying things about visiting a tradeshow booth is people trying to sell you. People loving buying stuff but hate being sold something. I am not the first person to say that, but it remains true.
Want to learn more about trade show marketing? Get our e-book “Complete Guide to Trade Show Marketing.”