Pre-Event Marketing: Engage Early and Often

Engaging with your target audience well in advance of a trade show is crucial for a successful event. Building awareness, driving attendance, and encouraging action to visit your exhibit can be achieved through a strategic, multichannel approach. Here are some key options to consider as you build a robust, engaging, and relevant experiential strategy:
 
1. Email Marketing:

• Build a segmented email list and send targeted invitations to your audience.  While this is pretty basic, don’t forget the basics of; the RIGHT list, the RIGHT offer and the RIGHT creative – in that order.
• Create a series of pre-event emails with valuable content, sneak peeks, and exclusive offers.
• Include a clear call-to-action (CTA) directing recipients to register for the event or visit your booth.  I cannot stress this enough – all communications should have a CTA.  Consider, what do I want my audience to do at this stage, and how do I make it easy for them to do it?

 
2. Social Media:

• Leverage social media platforms to create buzz around your participation in the trade show.
• Share teaser content, behind-the-scenes glimpses, and announcements to generate interest.
• Use event-specific hashtags to increase visibility and encourage conversations.
• Run targeted social media ads to reach a broader audience.

 
3. Paid Advertising:

• Utilize online advertising platforms like Google Ads or social media ads to target specific audience segments or needs groups.
• Design visually appealing ads with a clear message and a compelling reason to visit your exhibit.
• Consider retargeting ads for users who have shown interest in your products or services.

 
4. Direct Mail:

• Send personalized, well-designed direct mailers to key prospects and existing clients.
• Include incentives such as exclusive access, discounts, or freebies for those who visit your booth.
• Use direct mail to stand out in a digital world and create a tangible connection.
• For ultra-high importance prospects, consider dimensional direct mail to truly stand out. Personalize the graphics and the offer to pinpoint your message and offer to these VIPs.

 
5. Content Marketing:

• Create valuable, informative content related to your industry or products.
• Share this content through blog posts, whitepapers, and videos to establish your expertise.
• Use content to position your booth as a must-visit destination for attendees seeking information.

 
6. Influencer Marketing:

• Partner with industry influencers to promote your participation in the trade show.
• Influencers can create excitement and credibility around your brand, attracting their followers to your exhibit.

 
7. Event Website and Landing Pages:

• Optimize your trade show profile on the event's official website.
• Create dedicated landing pages on your website with event-specific information, registration details, and a clear value proposition.

 
8. Engagement Campaigns:

• Run online contests, giveaways, or interactive campaigns leading up to the event.
• Encourage participants to share their excitement and use user-generated content to further promote your presence.

 
Remember to track the performance of each channel and adjust your strategy as needed. The goal is to create a cohesive and compelling narrative that motivates your target audience to not only attend the trade show but also make a beeline for your exhibit. 

Want to learn more about creating compelling pre-show experiences and campaigns for your trade show program? Contact Ben Olson at the OLSON experience, LLC at [email protected] or visit www.theolsonexperience.com.

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