The few weeks before trade shows are critical to your exhibition success - and this is particularly true for the IBC Show. Now is the time when IBC visitors shelve their holiday snaps and start creating their show itineraries - and you need to make sure your brand is top of mind. Whether you're well into your PR and marketing plan or have yet to start promoting your presence at the show, here are 5 tips to make your last-minute trade show marketing more successful;
Get your IBC exhibitor profile working for you.
Make sure your exhibitor profile on the IBC website includes your contact details, website URL and social links so that prospects can find out more about you. Then choose five exhibitor categories that apply to your products – visitors search for suppliers by category so make sure you choose the most appropriate ones and cover as many different categories as possible to increase your chances of appearing in search results.
Share content about the show.
Create a pre-show buzz by sharing content about the show on social media – write a blog or opinion piece and share pictures and details of your show preparation, giving sneak peeks of exciting announcements and introducing the team that will be on your stand. Don’t forget to include the @IBCshow and #IBC2018 tags in your social posts and download the social media toolkit from the IBC exhibitor zone to find other hashtags relating to content, feature areas and activities at the show.
Advertise on your own space.
If you don’t have time to create your own IBC marketing collateral, you can download templates for website banners, email signatures and social posts from the IBC exhibitor zone. Link any IBC advertising you share to an IBC booking form on your website or your contact page so that people can book a meeting with you at the show.
Share your activities with the trade press.
While you may have missed the opportunity to get pre-IBC show print coverage, you can still get your activities covered in digital press and entice journalists to visit your stand at the show. Check the IBC website to see which trade publications are listed as exhibition media partners and log into the exhibitor zone to make contact with your IBC daily hall reporter, book a press conference or download the IBC press list to see what journalists will be attending the show. Exhibitors are also invited to place information and materials for the press in the IBC Media Centre – you can provide up to 200 CDs, DVDs, USBs or brochures to make sure that journalists have your information at their fingertips when they’re putting show news together.
Sweat your contact list.
Work with partners, clients and any organisations you have relationships with to promote each other’s activities at the show – share their news and ask them to share yours to amplify your reach. Email your (GDPR compliant) list of current clients and prospects and let them know what you’re showing and invite them to book a meeting or demonstration of any new products or functionality.
See you at the RAI!