Online communities are a growing trend for marketing throughout the country. Buyers are constantly bombarded with invitations through advertising to follow on Twitter or Facebook. However, businesses close more deals in trade show booths than they do in the social media environment. Buyers want to know the people behind the products and services they purchase. Successful businesses integrate online communities into their exhibition marketing campaign. Here are three ideas for adding value through online communities.

Build Client Relationships

The most important aspect for a business is building client relationships. This is done by connecting with past and current clients, and developing a platform for new clients. Some visitors to trade show displays have never connected with the businesses before. On the exhibition floor, the staff has a few minutes to spend with each potential client. In that time, they must introduce the product, get the lead or even close the sale. Connecting with the client on a community platform could provide a more personal touch than a follow-up email after an exhibition. In this case, the exhibition is a spark for building a long-term relationship with the attendee via an online community.

Others connect with past and current clients through a social network. They invite them to visit the booth to reconnect. This avenue of promotion uses the online network to spark client interaction at the booth. The staff can then learn about their current needs, and build an even stronger relationship with the client.

Event Marketing

Another way that social media and trade show booths interact is through event marketing. Posting the next location the business will be exhibiting is event marketing in its basic form. However, successful exhibits go a step beyond by using all media tools to promote the exhibition. Viral campaigns create a lot of buzz about a new product, videos give a sneak peak at what to expect and special prizes for online followers attracts attention as well.

An undervalued way of event marketing through online communities is Facebook Ads. Businesses can only reach so many within their networks. Theses ads target a particular segment based upon preferences and location. Developing effective click ads could drive increased interest in connecting at trade show displays.

Drive Traffic To The Booth

Social media can also be used to drive traffic to trade show booths. One way this is accomplished is through giveaways connected to web communities. At an event, encourage each visitor to follow on the community network and watch for free giveaways during the exhibition. Announce giveaways, product information and special offers to drive traffic back to the booth.

Driving traffic is only half the battle. Looking like an industry leader is vital as well. A trade show booth expert can help get the most value out of an exhibition.

Tradetec Skyline is the leading Chicago trade show booths (http://www.ttskyline.com) provider. Their vast experience with Chicago trade show displays (http://www.ttskyline.com) enables them to provide the best possible solutions for their clients.

You may also like to see the following articles:

• Trade Show Booths: Choosing The Best Booth Location
• Why Nobody Noticed My Trade Show Display
• Choosing The Right Giveaways For Your Trade Show Booth
• How Different Banner Stands Can Enhance Your Overall Trade Show Display Impact
• Get Your Game Face On – How To Ensure Your Trade Show Displays Maximize Face To Face Impact

 

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