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How to Make the Most of Marketing Exhibitions

How to Make the Most of Marketing Exhibitions

Exhibitions form a key part of a marketer’s arsenal, offering unique face-to-face communication with prospective clients and vital networking opportunities. But it can be a tricky task to maximise the takeaway from these events. Last week, 72Point attended the Prolific North Live Expo at EventCity in Manchester. If you read our earlier blog (https://www.72point.com/future-digital-media-north-heres/) you will be aware of just how pivitol the North is within the digital industry. 70 per cent of total UK digital tech investment was in regional clusters beyond London, with Edinburgh (£159 million), Manchester (£78 million) and Sheffield (£61 million) among the notable recipients. The event represented a massive opportunity for us to interact with the biggest movers and shakers of the digital sphere, and we wanted to share our strategy for how we maximised our return on investment.

Make sure your branding stands out

Expos offer a fantastic opportunity to get your brand out there, and you should be looking at capitalising on every opportunity you get to do so. From merchandise to sponsored events, billboards and digital content, it is crucial that you utilise as much of the available collateral at hand to make sure your brand has prominence. At Prolific North Live, we sponsored the keynote session as a way of ensuring that our logo was in as many visual slots as possible. Our Managing Director Chris Pharo and ChannelMum’s Jane Hamilton also took to the stage to share their vital experience and insights on the changing world of digital media, news and PR, which reaffirmed our position as a professional, authoritative brand. It also gives attendees some real takeaway – making them more likely to attend and remember your brand.

Keep It Simple

Simple but effective branding is the best way to convey your message. Long-winded, complex collateral can often result in key messaging being lost. Any collateral used at an event should be punchy yet informative. At our exhibition stand at Prolific North Live, we made sure to keep it simple. As an agency that creates, distributes and lands proactive stories in major publications, we can cut out the marketing fluff and just say it as it is, highlighting our key services and ROI for clients. Making sure that your message is conveyed clearly and concisely with your exhibition panels is vital so that any passers by can instantly recognise your specialties at a glance. This will give potential customers a lasting impression of what you specialise in, meaning that you will likely be their first port of call.

Engage with social channels

Events provide great visual content for social media channels, another key way to boost engagement. Followers can be gained by simply interacting naturally with other attendees and piggy-backing on the momentum that any decent expo will generate. The exhibition floor at Prolific North Live was full of cutting-edge brands showcasing innovative tech which lent itself to regular Instragram story updates – great engaging visual content for our followers to view. Through regular updates linked to the event you can boost traffic to your social pages page and gain followers. Twitter feeds work well when utilised on a rolling basis displaying general updates and goings-on at the event including relevant hashtags. This provides followers with a newsfeed, giving them all the information they need.

The take-homes

Marketing events are a great way to boost brand exposure and increase traffic to company websites/social channels – all very viable justifications for allocating spend. But, above everything, attending marketing events allows your company to stay on top of industry trends. They provide a fertile ground for networking with key individuals and learning about what’s current and what’s next to come – allowing you to identify how this relates to you. This knowledge can be invaluable in keeping your brand fresh and relevant.

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