5 Tips on Using Social Media to Ramp Up Your Trade Show Event 
Vickie Siculiano, ExhibitCraft 

So, you’ve made the investment in a fired up trade show display and you’re ready to ramp up your booth traffic. To do more than just build your physical presence at a trade show, use the opportunity to ramp up your virtual presence using social media.

The online conversation can multiply if you use some of these simple tips to get your show started.

1. Tweet before, during and after the show.

You can use a free online tool such as hootsuite or tweetdeck to schedule a thread of tweets to run before, during, and after your trade show. You can change one word in each post, such as “10 days left…” “9 days left…” You can also vary them a bit based on what kind of message you would like to post. Think of what specific message you would like to promote, and then schedule it around your event to maintain your presence even while you’re away.

2. Develop a content development strategy.

Fresh and valuable content takes time to develop. And like a fine wine, it gets better with age. You should have a strategy, or some kind of content calendar in place if you plan to have regular fresh content development moving through the social media funnel. Think of the types of content you create. Maybe it’s industry-specific news of relevance to your audience. You should also have an internal content calendar to spread your organization’s content you want to share – such as photos with clients, photos at headquarters, blog posts, etc. Take all of this valuable content, and schedule it to post throughout your event, so you can drive traffic not only to your valuable online properties (your website, your social media profiles, etc.), but so that you can have rich properties to drive search engine traffic.

3. Listen to thc conversation already happening.

Is there something that is already being discussed around the event? Make sure to pick up on keyword phrases that are being used over and over again, and align yourself with the conversation by using those same keyword phrases. Perhaps it is the name of the event. Find the hashtag that is being used for the event. One popular event hastag that we were jumping in on recently was #CHAShow. We were able to learn about videos being shot at the exhibit, and were able to jump right in the conversation. You can do this, too, if you keep track of the tweeters that are already having a conversation. Join in.

4. Reach beyond Twitter, Facebook and LinkedIn.

Listen to the conversation on different social media platforms, including Twitter, Facebook, LinkedIn, but don’t ignore the value and power of Google+. There are industry specific blogs you can follow (if you don’t know which ones, Google your industry name and the world “blog” and you’ll not only get a list of currently active blogs, but the first page of results will have blogs that rank highest in the search engines. You already have your homework done for you. Now, you just need to align yourself by commenting or contacting the blog authors to let them know where you’ll be.

4. Foursquare discounts and prizes.

You can engage your booth visitors by offering discounts using Foursquare or Gowalla. Maybe you might have a check-in premium, a special event check-in at the trade show, or a scavenger hunt. Whatever the offer might be, engage and encourage your exhibitors to do the same.

5. Post your event photos!

Photos are one of the most viral pieces of social media content, because they don’t take any time investment to share – as long as there is an easy way of sharing them, people will spread the word. Don’t just post them on flickr, but post them using services like twitpic, and definitely share them on google+, too! 

5 Tips for Marketing at Trade Shows with Mobile Barcodes

As a result of the growth in smartphones equipped with barcode-scanning apps, clients across the board are using QR codes or “mobile barcodes,” to track the ROI of your sponsorships. After implementation, you will be able to quantify the reach of this “new media” marketing tactic, which in turn provides the hard data needed to convince your boss to budget a little more for sponsorships at your next show. Not only does this technology quantify the success of sponsorships, but it also shows your exhibitors that you’re ahead in the technology race.

Here are the five key tips to successfully using QR codes:

1. Put your QR code on every single piece of promotional material:

Posters, flyers, stickers, merchandise tags, press kits; the more unusual the better. Any promotion without one is a missed opportunity at major events, especially technologically savvy gatherings.

2. Don’t use proprietary code formats:

QR codes should simply contain a URL directing to your mobile web presence. Exhibitors can easily create a free QR code with services like bit.ly or goo.gl, and they come with the added benefits of shortening your URL (compressing the size of the QR code) and some basic tracking, of course.

3. Offer great incentives:

Make the call-to-action valuable. Most of the time an attendee will need to download the barcode reader and quite frankly they aren’t going to unless there’s a valid reason, so make sure you are offering something worth their while.

4. No Standardization:

a. Get creative and use it to your advantage (in the long run this will drive adoption for your shows).

5. Communication:

Send a brief message to attendees explaining QR codes. This can be done through a simple piece of signage or a direct marketing piece.  If a user has a bad experience they probably won’t use them again.

PLANNING FOR A TRADE SHOW

Planning for trade shows needs to start at least a few months in advance. If you wish to have a significant presence at strategic or influential show, you should plan to set up a booth, either on your own or with an experienced exhibit company. Booth space is limited and must be reserved in advance. Usually a fee is involved, which varies according to square footage and location on the exhibition floor. Designing the portable booth can take a few months, so plan ahead.

Here are some tips for getting maximum benefit from your trade show appearances.

Before the Show

A major trade show requires considerable advance preparation and, if you aren't ready, can present a logistical nightmare. You must develop a solid plan and monitor your progress vigilantly.

1. Evaluate and select trade shows carefully.
   Participating in a show can require a major investment of time, money, and resources. Be tough in your evaluation of a show's worthiness. Are the attendees likely customers for your organization? Exposure to a few hundred very qualified targets is better than exposure to thousands of generalists who are very unlikely to be interested in your business.
2. Read the show manual.
   Before you do anything, contact the organizers of the show to find the show's manual. Everything you need to know about the show should be there, including a proposed or final schedule, registration information and forms, floor plans, exhibit specifications, invitations for potential speakers, and other important details.
3. Identify your goals.
   Be specific about the things you want to accomplish as a result of your participation in the show. Do you want to increase visibility, gain exposure to a large number of customers who might be interested in your products, or check out the competition? Concrete goals are important to determine the value of the trade show to your organization.
4. Define measurements of success.
   For each goal, determine a way to measure its success. Make these measurements as specific as possible. You could plan to hand out 1000 brochures, obtain contact information for at least 200 prospects, and take a key editor out to lunch. These benchmarks will help you decide whether the show was worth the expense.
5. Put your show plan in writing.
   The plan should include a workable schedule, a comprehensive list of preparation activities, and an individual assigned for each task. You cannot leave things to chance, or else Murphy's Law (Whatever can go wrong, will go wrong.) will surely prevail!
6. Develop a key message for your booth exhibit.
   Like good advertising, a good exhibit clearly communicates one major message. This draws in more prospects to your booth than an unfocused cacophony of messages.
7. Design an open, inviting booth.
   An open booth design, with no tables obstructing access, invites attendees to come in. Your logo should be big enough to be seen from a good distance. Maximize "walking around" space by mounting brochure displays on walls. Use interesting graphics to draw people's attention. For demos, laptops and flat-screen monitors are space-efficient. If space permits, provide comfortable chairs to encourage prospects to linger. A portable booth should be reasonably easy to set up and take down. Creative Displays Unlimited has over 25 years in exhibit design, fabrication, I&D and merchandising. We are available to discuss your needs and guide you to a perfect exhibit. Call us at 631-243-2222, visit our website: www.creativedisplaysny.com. You can also connect with us on facebook: www.facebook.com/creativedisplaysunlimitedcorp
8. Advertise your show participation.
   Use tag lines such as: "see us at Booth 1525 at the Accessories the Show" in news releases and other communications leading up to the show (even if those releases are about something unrelated). Write a news release announcing show-related news. Invite editors to stop by the booth, or set up appointments between them and your spokespeople.
9. Order all necessary supplies, including brochures and giveaways.
   If your marketing collateral needs to be updated or redesigned, take care of this early. You don't want to run the risk of having no brochures to hand out. Design forms for filling out prospect information—clear forms eliminate guesswork. Consider giveaways to generate attention and a sense of fun. These don't have to be expensive. Pens with your web address and a catchy slogan can be very effective.

During the Show

1. Set up a rotating booth schedule for your staff.
   Your staff needs breaks for lunch and relaxing. They will be more cheerful if they don't have stay at the booth all day long.
2. Remind staff to record all prospect information.
   Encourage your staff to record everything they can learn about a prospect's needs and experience with Linux. Stress the importance of getting phone numbers and email addresses. (Creating an information form as suggested above will make this easier.)
3. Encourage staff to greet people warmly and smile!
   Amazingly, this is often forgotten. An inviting attitude can give a valuable first impression. The staff should avoid having their backs to the entrance, or taking phone calls while on duty. A friendly greeting to passersby may encourage them to stop rather than simply walk by. Staff who are uniformly courteous and helpful, knowledgeable about all aspects of the industry, and responsive to requests will make a very good impression.

After the Show

1. Send requested literature immediately.
   Send requested material within 24 hours. A quick response is your second opportunity to make a favorable impression. (Your performance in the booth is the first.)
2. Include a teaser on the envelope or in the email subject line.
   Be sure to mention your organization's name and the name of the conference on the outside of the envelope or in the email subject line, so they know your letter is not junk mail.
3. Help your prospects take the next step.
   Make sure your literature packages make responding easy for prospects by including your web address and information on the opportunities available to them.
4. Keep track of your prospects.
   Nothing signals the success of your trade-show effort better than having prospects purchase your products or having the media spotlight your efforts. Keep a record of the customers who found out about your products through the trade show. Use these results to demonstrate the show's return on investment.
5. Analyze "lessons learned."
   After each show, evaluate what went well and what didn't. Critique each aspect of the show and ask others for comments. Pay special attention to feedback regarding communication to prospective customers. The "lessons learned" will help improve your efforts in future shows.