In-person tradeshows are one of the top media tools that marketers use to promote, buy and sell. But show organizers and trackers say the rules for engaging audiences have changed. Following are points tradeshow organizers may want to consider for success:
- Don’t rest on this year’s show successes. Solicit new and creative ideas—especially those that are fun—from staff and constituents about ways to improve and augment the reach for your next in-person event. Think of new ways to encourage both on-site and virtual connectivity.
- Regard your face-to-face tradeshow as a centerpiece of engagement with your audiences but not the only opportunity. Using technologies can facilitate a 24/7, year-round exchange.
- Be aware that experiential is most important now, and in-person engagements often trump those online.
- Consider the limited human capacity for concentration (at any age). Factor in research, which indicates most hear only half of what somebody is saying in a 45-minute presentation.
- Decide which pieces of your show’s big data collection you need to develop ROI for both exhibitors and attendees. Collect only what’s relevant to those you consider customers.
- Don’t be afraid of technology. It can help you engage with customers before, during and after the in-person event.
- Include people who may attend the show virtually in your engagement plans. Regard them as prospective attendees for your next show, and/or sources of income from online education sessions.
