Trade Shows as Part of a Digital Marketing Campaign

There are plenty of ways to boost your upcoming trade show presence through digital marketing, but how can a trade show boost your digital marketing campaign? By treating the trade show as another user experience rather than a separate marketing tactic, you can get a better ROI on both. Building traffic and awareness online doesn’t have to exclusively happen on the web. Instead, impressions made at a trade show can translate into a stronger web presence.

Set Goals
For any marketing campaign, it’s important to set goals before anything else. A trade show can aim to increase new leads, drive sales, increase organic or direct traffic, increase social media followers, or gain new email or blog subscribers. Notably, these are often the goals of a digital marketing campaign. Before attending the trade show, be sure to develop a method of tracking which leads and impressions come from the trade show.


Create a Call-to-Action
Much like a blog post, a call-to-action is important at a trade show. Everyone is there to meet clients or network, but what do you hope visitors will do? If you are looking to get more blog followers, you’re hoping they will visit your blog. If you want to gain more social media followers, you’re hoping they will go to your social media accounts. Make your CTA as obvious as possible. If you create trade show table covers, make sure they prominently feature what you want potential clients to do rather than just your brand message.

Measure the Success of CTAs
A call-to-action is simply an image or text that asks potential customers to do something. The CTAs at a trade show should direct people to landing pages or to sign up for specific lists. This will make it easier to measure the metrics of the CTA such as how many handouts are taken, how many new visits and leads came from the event, and so on. Creating landing pages specific to the visitors of the event will help make measurements easier. To truly get an idea of whether the trade show boosted your digital marketing efforts, there needs to be a way to observe which channel visitors came from.

Display Your Brand
At a trade show booth, everything should give an indication of your brand. From trade show table covers to large banners, even those that don’t directly visit the booth should have an impression of your brand. There are tons of options in custom printed materials to set you apart from the other booths. For simpler looks, there are small displays and table runners. If the budget allows, it could be a good idea to go bigger rather than trying for a subtle touch. Afterall, half the challenge of a trade show is grabbing the attention of passersby.

At TradeShowPlus, we create custom tablecloths, custom table cover options, outdoor displays, hanging structures, and more. If you have a trade show coming up, contact our team today to find out how we can help get the attention your brand needs for its digital marketing campaign.

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