Digital PR for Trade Shows

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This document discusses digital PR strategies for trade shows. It recommends setting up social media profiles and websites to attract attendees before the event, engaging attendees at the show through social media, and following up after the event. It provides examples like creating a hashtag and handing out candy at a booth to drive social media buzz. The goal is to target influencers, get attendees to interact on social media, and collect leads.

Digital PR for trade shows
Stand Out in the Crowd.
Copyright 2013 The Trade Group 1
www.tradegroup.com

What is Social Media?
1. Websites and networks where
people connect to
communicate and network
2. The idea that people are now
the media – and that changes
everything!
Copyright 2013 The Trade Group 2

What is Digital PR?
1. Goal: Targeting Influencers
2. Example: Getting a blogger
who has 500 subscribers to
blog about what you’re doing
3. Social Media and Digital PR go
hand-in-hand. Many of the
same strategies apply to both
of them.
Copyright 2013 The Trade Group 3

Digital PR Before the Trade Show - Attract
• Event Website
-Very simple 4-5 page website for your event within
a larger conference
-Gives people more information specifically on
your company and booth
Copyright 2013 The Trade Group 4

Digital PR Before the Trade Show - Attract
• Press Releases/PR
-Write and distribute press releases
-Use traditional media AND online PR
- Your goal is to get people to notice your
company’s name up front within the show
information
Copyright 2013 The Trade Group 5

Digital PR Before the Trade Show - Attract
• Social Media Buzz
1. Set up a hashtag
2. Create a Facebook event
3. Advertise on Facebook
4. Use LinkedIn groups to
spread the word and help
educate
5. Email marketing event
reminders and follow-ups
6. Videos
Copyright 2013 The Trade Group 6

At The Show - Engage
Catching a buyer’s attention and
obtaining targeted foot traffic is the
single most important goal.
• Get them to Like via text
• Live Tweeting
• QR Codes
• Pocket Pics
• Contests
• Social media games
• Leads
Copyright 2013 The Trade Group 7

Post Event
• Add to Circles on Google+
-branded pages for businesses and
other organizations
• Upload slides to Slideshare
• Multiple channel follow-ups
• Maintain relationships with bloggers
• Follow-up emails
• Analyze event results
-How did you do? What will you do
differently next time?
Copyright 2013 The Trade Group 8

Case Study – IBM “Sweet Tweets”
IBM decided to put a creative spin on
traditional ideas by setting up a candy
shop at their trade show exhibit and
encouraged people to use the hashtag
#sweettweets.
• Goal: Create 500 leads
• End Result: Left with 1200 leads
By using a broad attractor (candy) and
creating a buzz with the hashtag, IBM
was able to attract a wide audience
and obtain an abundance of foot
traffic.
Copyright 2013 The Trade Group 9

Top Three Digital Trends For 2012 And Beyond
1. An identity-based ecosystem
-Today’s internet experiences are being more and more
driven by personal identity.
2. Content creation and aggregation
-How can we find the best content and put it all together in
one place?
3. Video = Web + TV + Mobile
-It is good to provide videos that allow for people to
choose from interactive options.
Copyright 2013 The Trade Group 10

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Digital PR for Trade Shows

2. What is Social Media? 1. Websites and networks where people connect to communicate and network 2. The idea that people are now the media – and that changes everything! Copyright 2013 The Trade Group 2

3. What is Digital PR? 1. Goal: Targeting Influencers 2. Example: Getting a blogger who has 500 subscribers to blog about what you’re doing 3. Social Media and Digital PR go hand-in-hand. Many of the same strategies apply to both of them. Copyright 2013 The Trade Group 3

4. Digital PR Before the Trade Show - Attract • Event Website -Very simple 4-5 page website for your event within a larger conference -Gives people more information specifically on your company and booth Copyright 2013 The Trade Group 4

5. Digital PR Before the Trade Show - Attract • Press Releases/PR -Write and distribute press releases -Use traditional media AND online PR - Your goal is to get people to notice your company’s name up front within the show information Copyright 2013 The Trade Group 5

6. Digital PR Before the Trade Show - Attract • Social Media Buzz 1. Set up a hashtag 2. Create a Facebook event 3. Advertise on Facebook 4. Use LinkedIn groups to spread the word and help educate 5. Email marketing event reminders and follow-ups 6. Videos Copyright 2013 The Trade Group 6

7. At The Show - Engage Catching a buyer’s attention and obtaining targeted foot traffic is the single most important goal. • Get them to Like via text • Live Tweeting • QR Codes • Pocket Pics • Contests • Social media games • Leads Copyright 2013 The Trade Group 7

8. Post Event • Add to Circles on Google+ -branded pages for businesses and other organizations • Upload slides to Slideshare • Multiple channel follow-ups • Maintain relationships with bloggers • Follow-up emails • Analyze event results -How did you do? What will you do differently next time? Copyright 2013 The Trade Group 8

9. Case Study – IBM “Sweet Tweets” IBM decided to put a creative spin on traditional ideas by setting up a candy shop at their trade show exhibit and encouraged people to use the hashtag #sweettweets. • Goal: Create 500 leads • End Result: Left with 1200 leads By using a broad attractor (candy) and creating a buzz with the hashtag, IBM was able to attract a wide audience and obtain an abundance of foot traffic. Copyright 2013 The Trade Group 9

10. Top Three Digital Trends For 2012 And Beyond 1. An identity-based ecosystem -Today’s internet experiences are being more and more driven by personal identity. 2. Content creation and aggregation -How can we find the best content and put it all together in one place? 3. Video = Web + TV + Mobile -It is good to provide videos that allow for people to choose from interactive options. Copyright 2013 The Trade Group 10

Digital PR for Trade Shows

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