Why Your Trade Show Experience Deserves a Digital Life: The Power of Social Media
Trade exhibitions have long been a mainstay of industry learning, product showing, and business networking. At these gatherings, businesses from all over the world congregate, spending enormous sums on presentations, booths, and outreach initiatives. The reach of these trade exhibitions, meanwhile, should not be limited to the confines of an exposition hall in the current digital era. With the development of social media, it's important to make sure that your investment resonates throughout the broad digital area as well as the actual event.
Investing in the Experience of a Trade Show
Consider the following scenario: Your business is preparing for a significant industry trade event. A team has been working diligently for months to create the ideal demonstration or presentation. A well-designed booth stands out and provides attendees with interesting experiences. To represent the business and deal with any prospective leads, a team of knowledgeable personnel is chosen and prepared.
Include the cost of the trip team's flights, hotel reservations, vehicle rentals, and daily food allowances. The invoices start to mount, and the expenses swiftly soar into the tens of thousands of dollars. This is the concrete, monetary investment that businesses make in an effort to be seen by their competitors, clients, and possible partners.
Missing the digital link:
Despite this substantial investment, some businesses fail to complete an essential stage. They neglect to record their involvement and post it online. This absence is analogous to constructing a cutting-edge theater and then choosing not to broadcast its performances in an era where having an internet presence is crucial.
Think about this 54% of social browsers use social media to explore items, says a HubSpot data from 2020. You are ignoring a sizable audience that is hungry to consume your material by choosing not to share your trade show experiences on these channels.
Why Social Media Is Important
Trade exhibitions, despite drawing a sizable crowd, only appeal to a select group of people. On the other side, social media provides limitless opportunity. Sharing videos of your presentations at trade shows may significantly increase your reach, ensuring that your investment has a larger and longer-lasting impact.
Example: Company A, a tech company, participated in a prestigious trade exhibition and displayed their brand-new software product. The demo drew about 100 spectators to the event, but a video of the same demo shared on social media garnered over 10,000 views in only one week.
Engagement Outside of the Booth:
People could pass by your stand, grab a booklet, and continue on their way. A compelling video on social media, though? It can cause internet debates to continue for days or even weeks after the occurrence by being shared, commented on, and even starting.
Example: Company B presented a fresh fitness item at a trade fair. Company B is a health and wellness company. When attendees used it, the response they received right away was favorable. However, a sample video posted on Instagram received a ton of feedback, was shared many times, and even prompted internet influencers to get in touch about collaborating with the company.
Archives and Future Marketing Material: The information you gather during the trade fair may be used for upcoming marketing initiatives, speeches, and pitches. It is a resource that accrues benefits over time after it is developed.
An automobile firm named Company C debuted a concept car at a global auto show. The magnificent revelation was caught on high-definition video. Snippets from this film were utilized in several marketing initiatives throughout the course of the following year, significantly increasing interest and engagement.
Leverage Digital Integration to Increase Your Investment
Businesses must make the most of the digital platforms at their disposal in a world where likes, shares, and retweets link people. Companies who exhibit at trade exhibitions are missing out on a valuable opportunity by ignoring the influence of social media.
Social media integration into your trade show plan increases the life and worth of your investment in addition to expanding your present reach. So keep this in mind the next time you're getting ready for a trade show: give your event a digital pulse. Because even if a trade show may only last a few days, its digital aftershock might reverberate for decades.
