It was about this time last year that I was on my way to Atlanta for yet another gift show, lugging a 90-lb. suitcase through the airport. Most of my summer had been spent either traveling to shows or getting ready for them, and in this case a last-minute product brainstorm led to the need for me to ‘hand-carry’ new samples (and display!) to the show.
This was nothing new for me after 16+ trade show seasons, as I had experienced the very real pressure that these shows put on small businesses. The schedule is rigorous, the shows are expensive, and the fear of rejection is very real. And while it was never actually the case – it often felt like the success of the entire season rested on the response at a single trade show. However, these shows do represent a real opportunity for designers and makers.
Given increasing costs and the small margin for creating a return on trade show investments, it’s so important that exhibitors extend the reach of these events. Among all of the other things on your plate, I encourage you to think about how to use your digital platforms (email, social media, websites) to continue the conversation before, during and after these 3-5 day shows.
Team 624 recently had the opportunity to help our awesome clients, Printfresh, with a marketing strategy for their premiere at The Stationery Show in New York and wanted to share some of the social tactics we found especially helpful in making their very first show a success.
BEFORE:
- Digital Flirting. Since it was their first show Printfresh didn’t have a large email list, so we had to get creative in how we attracted buyers to their booth. We used Instagram to identify target retailers + media contacts, followed them and started ‘flirting’ with them before the show even started. This means liking and commenting on great content they were sharing and mentioned them in our posts when it made sense. Remember to always be genuine in your engagement and not mass-target retailers!
- Tag, You’re It. We also monitored the show handles and hashtags and made sure to get involved in the conversation. We tagged our target audience in posts with captions “Can’t wait to see everyone!” as a way to cut through the noise and get their attention. Be sure to do your homework on bloggers or other influencers, like Sarah Schwartz of The Paper Chronicles and Stationery Trends Magazine or Oh So Beautiful Paper.
- Behind the Scenes Access. Instagram Stories & live videos are a great way to start talking about trade shows early. Printfresh shared videos of building & packing the booth, travel, silly moments during setup and product sneak peeks. Remember you can tag people in stories and always mention your show location (if you repeat it enough, your booth will end up on buyer’s lists).
- A Face to the Names. So much of our interaction happens over email and phone, that when we finally get to meet buyers/vendors in person, it can be a little awkward. Create feature posts on the staff that will be at the show so your buyers will feel like they know you ahead of time.
DURING:
- Create a giveaway (make it good!) in exchange for an Instagram follow, post, or business card. Be strategic in thinking through what value you want to get out of your giveaway. For Printfresh, we had a goal of 250 new followers during the show– so our giveaway focused on that.
- Be direct. If you can, dedicate someone to monitoring the conversation during the show. Buyers are on Instagram throughout the day, so it’s often the most direct way to reach them. We had great success by sending direct messages to the stores and influencers we most wanted to stop by ourbooth.
- In the know. Most shows have a social media lounge, so be sure to stop by and see what events and promotions are planned. For example, we found out that the Stationery Show was doing daily takeovers– so we knew to be on the lookout for those people throughout the day. We were successful in getting Printfresh mentioned on the NSS Instagram, and opening the door to a number of new relationships.
- Create content. Trade show booths (despite the harsh lighting) can be a great space to create content that can be shared after the show. In addition to photos, Printfresh invested in creating a short video to tell the brand story and showcase the products post-show.
POST:
- Share your experience. Make use of all that great content you created! Create blog posts (or longer form Instagram posts) about what inspired you, what you learned, and all of the questions you answered. (Check out Printfresh’s 3 part blog series on the show).
- Reconnect. Make sure that you’ve connected with new accounts, prospects and any media contacts you made on social. Follow up via email and targeted social ads using the content that you created during and after the show. Stay present with them on social media too – when they post something you love, tell them in a comment or re-gram (always give photo credit!).
I have always loved the gift and fashion markets for the sense of community that is felt throughout– from the shuttle buses to the hotels and restaurants, I love being around like-minded professionals who are all living creatively and driving innovation. We have a great opportunity to use social to extend this community to our online world, and keep it living long after these shows have ended.
If you are interested in talking with us about your trade show strategy social media strategy, schedule a free consultation with us by emailing me at lmoreno@team624comm.com. Another great resource for creative entrepreneurs in the stationery industry is Tradeshow Bootcamp, run by the amazing Katie Hunt.
Yours,
Lauren
Your comment is awaiting moderation.
You actually expressed that wonderfully!
home remedies for viagra cheapest mail order viagra
generic viagra online
wallgreens viagra cost – https://genericviagrarcp.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
You have made your stand extremely clearly!.
natures viagra viagra history of
buy viagra
pain meds and viagra – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
You’ve made your point!
heart attack viagra viagra for sale lancashire
viagra pills
cialis viagra softabs – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Regards! I enjoy this!
buy generic soft tab viagra viagra with mastercard
generic viagra 100mg
buying viagra canada – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Great material. Appreciate it.
whatdoes viagra do to a girl natural viagra alternative
generic viagra 100mg
compared levitra viagra – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
You said it very well.!
cheap viagra no perscription recreational use of viagra
generic viagra 100mg
viagra sample pack – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Thank you! Plenty of forum posts.
viagra newsletter sign up canadian pharmacy never mix viagra
generic viagra 100mg
generic viagra buy sildenafil citrate – https://genericviagramsl.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Incredible all kinds of terrific info!
mixing wellbutrin and viagra generic viagra href cialis page
generic viagra
safe to take viagra with phentermine – https://genericviagramsl.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Nicely put. Thank you!
mild viagra dose what foods simulate viagra
buy viagra online
pics of genuine pfizer viagra – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
You expressed it adequately.
viagra no prescription viagra online no rx comparison
generic viagra online
english viagra – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Point effectively considered!.
do women like viagra viagra infidelity studies
viagra for women
viagra and the male ego – https://genericviagramsl.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
You explained this wonderfully.
paxil and viagra 25mg of viagra
viagra generic
viagra testimontials – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Wonderful forum posts. Thanks.
viagra stoke on trent legitimate suppliers of viagra australia
viagra for sale uk
cheapest prices generic viagra – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
You’ve made the point.
viagra and affiliate online sellers of viagra worldwide
generic viagra
viagra price strategy – https://genericviagramsl.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Nicely put, Thanks a lot.
inventor of viagra viagra for women pfizer
cheap viagra
viagra nitroglycerin patches – https://genericviagramsl.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Regards! I value it!
aspirin and viagra together viagra nyship
viagra online
do women like viagra – https://genericviagrarcp.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Nicely put, Regards!
bringing viagra over the border does viagra make your dick bigger
buy generic viagra
viagra and eye problems – https://genericviagrarcp.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Nicely put, With thanks!
viagra effect on libido dont mix viagra with steroids photo
generic viagra 100mg
viagra quicker – https://genericviagrarcp.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Nicely put. Thanks.
tadalafil vs generic viagra viagra journalism
viagra without a doctor prescription
viagra canadian home office – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Beneficial facts. Many thanks!
viagra symbol sustiva viagra
viagra pills
using viagra with penis pump – https://genericviagramsl.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Superb write ups. With thanks!
wild viagra levitracialis comparison levitra viagra
generic viagra 100mg
online pharmacy with prescription viagra – https://genericviagrarcp.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
This is nicely put. !
c-pill generic viagra taking acyclovir and viagra
buy viagra online
where can i buy viagra online – https://genericviagramsl.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Cheers, Quite a lot of forum posts.
alternative herbal supplement viagra medicare pays for viagra
viagra 100mg
viagra oab – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Incredible a good deal of awesome advice!
viagra free sites find computer viagra overnight delivery
buy viagra online
viagra forums and doctors – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Kudos, Lots of data!
can i make generic viagra dosage viagra lower blood pressure
generic viagra 100mg
q viagra – https://genericviagramsl.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
You actually revealed this very well!
when will there be genaric viagra viagra dosage recomendation
cheap viagra
viagra bournemouth kamagra – https://genericviagrarcp.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Nicely put, Appreciate it.
compare cilalis and viagra keyword viagra online
generic viagra 100mg
over the counter viagra alternatives – https://genericviagrarcp.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
You explained that wonderfully!
spam viagra viagra super p-force
buy viagra online
cheapest viagra prices canada – https://genericviagrarcp.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Great material, Many thanks.
herbal viagra tablets viagra uk delivery
viagra 100mg
who sings viva viagra – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
You revealed this very well.
actress viagra commercial generic viagra meltabs drug
generic viagra 100mg
irish viagra – https://genericviagrarcp.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
You made your position very well!.
intravenous viagra viagra tesco
buy generic viagra
viagra lightswitch – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Thanks a lot, I value it.
japanese viagra online viagra reviews
viagra pills
viagra alterna – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
You actually revealed that exceptionally well!
cheap viagra uks do herbal viagra substitutes really work
viagra for sale uk
is viagra safe for women – https://genericviagrarcp.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Excellent postings. With thanks.
viagra online switzerland viagra propecia propecia xenical xenical celebrex
viagra generic
taking acyclovir and viagra – https://genericviagramsl.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
With thanks, I enjoy this!
discovered boyfriend use viagra illegal viagra sales canada
viagra without a doctor prescription
online viagra in 24h – https://genericviagrarcp.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Excellent material. Kudos!
viagra prices united states viagra emails from your own address
viagra without a doctor prescription
viagra shipped to po box – https://genericviagramsl.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
With thanks. Plenty of advice!
life of viagra viagra and preature ejaculation
viagra generic
intravenous viagra – https://genericviagramsl.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
With thanks. A lot of info.
viagra buying online free sites results computer viagra
viagra pills
viagra drink recipe – https://genericviagrarcp.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Thanks! Valuable stuff.
buy generic viagra online canada and viagra levitra
buy viagra
viagra store generic levitra – https://genericviagrarcp.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
You said it very well.!
kidney failure viagra viagra liquid
generic viagra
miss viagra fest spring river – https://genericviagramsl.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
You actually revealed it fantastically.
viagra search find cheap pages the affects of viagra
viagra without a doctor prescription
green viagra – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Thanks a lot, I enjoy this!
free trail of viagra combining viagra and levitra
viagra online
viagra texas – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Seriously quite a lot of fantastic data!
i doser viagra generic viagra louisville ky
buy generic viagra
average viagra price – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Regards! Numerous content.
viagra in iraq is viagra legal in russia
buy generic viagra
boots viagra sales – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Regards, I appreciate it!
who produces viagra side effects of taking canadian viagra
viagra 100mg
pharmacy ecstasy viagra – https://genericviagramsl.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Kudos, Ample content.
viagra free consultation best place to buy viagra
viagra for women
chemical viagra – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Thank you. Terrific stuff.
viagra online at taking viagra without telling your partner
buy viagra
drug addicts viagra – https://genericviagrarcp.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Beneficial knowledge. Thanks a lot.
will viagra give you an erection 2cialis compare levitra viagra
generic viagra 100mg
longer sex on viagra – https://genericviagramsl.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Whoa tons of amazing facts!
viagra brochure search viagra free sites computer find
viagra generic
viagra edinburgh search cartoons charles – https://genericviagrarcp.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Cheers. Loads of knowledge.
viagra death snow white and viagra cartoon
buy generic viagra
tadalafil generic equivalent of viagra – https://genericviagramsl.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Nicely put. Many thanks!
usa online pharmacies that sell viagra use of viagra in hypertensive men
generic viagra
viagra larger forever – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Whoa plenty of awesome advice.
online pharmacy viagra cialis viagra histamine
viagra for sale uk
generic cialis soft viagra – https://genericviagrantx.com
Keithgop
Richardloots
Ernestoageni
Your comment is awaiting moderation.
Seriously tons of fantastic information.
viagra superforce canada steroid and viagra tablets
viagra without a doctors prescription
viagra begley – https://genericviagrarcp.com
Keithgop
Richardloots
Ernestoageni