Live events are a growing trend, and with good reason. Live events allows for participants to join in an online conversation and create a community of participants online. With apps like Periscope on the rise, which allows for app-users to stream where they are in real-time, live events will continue to gain popularity and evolve over the next few years. It can be daunting for attendees to understand this new marketing channel and make the most of it. Utilizing social media during a live event has its own nuances that you should consider before jumping in live. Here are the top 5 tips for getting the most out of live events.

1. Use the Correct Hashtag

Using the correct hashtag is of utmost importance. Most events these days have a dedicated hashtag. By using the event’s hashtag, you are ensuring that your tweet or post will be part of the conversation, giving you and your company more exposure.  

2. Add Value to the Feed

Before attending the event, it’s a good idea to come up with some talking points that you want to emphasize. That way, you can weave branded messaging into your tweets, which allows you to both support the event and impact your brand.  

As a participant of the event, add your personal insight in tweets and posts about the event. Your unique perspective will be appreciated and also will distinguish you from other event-goers, who are only posting with the purpose of letting others know they are attending. Keep the feed interesting by highlight memorable moments from the event. Ask yourself before posting, whether your followers or other event attendees will find this content engaging, relevant, or interesting.

3. Retweet, Comment, and Follow

Remember that you’re not the only one at the event. Have your phone or Ipad open to a stream of the event’s hashtag on Twitter. Then you’ll get a real-time feed of the event and will easily be able to retweet and comment, engaging with other participants. This is a great way to connect with like-minded individuals at the event and develop interest from prospects. If you like the content posted by another attendee, and think you could have a business relationship,  follow them and even repost their message. This opens the door for you to start further conversations with that person down the line.

4. Share Pictures

Twitter limits tweets to 140 characters each, but as the saying goes “a picture is worth a thousand words.” Sharing a photo is a very impactful way to get your message across! Take good clear photos and remember to add a branded caption about the picture in your tweet.

5. Don’t Hijack the Hashtag!

Essentially, the term means, “when a hashtag is used for a purpose that was unintended by the creator of the hashtag, negatively impacting your company, event, or brand.” We have a blog on this subject, which gives a more in-depth dialog about hashtag hijacking. During live events, it is possible for people to get carried away and start tweeting about off-topic subjects. It’s important to take a step back and ask yourself if jumping in on those conversations will add value to the feed. The last thing you want is to distract from the event going or annoy potential prospects with your off-topic tweets.

Showcasing the Manufacturing Sector in NE OHIO

Mark your calendars, October 2nd is a worldwide celebration of manufacturing! MFG (Manufacturing) DAY addresses common misperceptions about manufacturing, “giving manufacturers the opportunity to open their doors and show,  in a coordinated effort, what manufacturing is — and what it isn’t.” MFG DAY encourages manufacturers to work together to address and find solutions to their collective challenges; helping future generations and their communities thrive.

Since 2012, manufacturers, educators, and chambers of commerce around the globe have put on Mfg Day events, with the purpose of exposing more people to modern day manufacturing, while showcasing manufacturing positively. Popular events include plant tours, job fairs, educational fairs, manufacturing community events and expos, and manufacturing community celebrations.

This year, we’re taking a unique approach to Manufacturing Day at Felber PR & Marketing, showcasing Northeast Ohio manufacturers, manufacturing educators, and manufacturing supporters through acity-wide social media campaign. From 7:30 AM to 7:00 PM, we will be highlighting the Greater Cleveland area and the organizations that make our manufacturing sector  strong.

 

Follow us throughout the day on: @FelberPR, #MfgDay, and also follow the businesses and organizations we are showcasing below!

 

Cuyahoga Valley Career Center @CVCCWorks

SSP @My_SSP

AFV Natural Gas Fuel Systems @AltFuelExpress

Technoform Glass Insulation NA- @technoform

Twinsburg Chamber of Commerce- @TwinsChamber

Buckeye Fasteners Inc- @WeldFastenerGuy

Wire-Net- @WIRENet2

            

 

 

 

     Trade Shows for Manufacturers – Maximize the Three Most Important Stages

•         Pre-show: Picking your best tactics
•         During the show: The floor show rules
•         Post-show: Don’t squander your investment

Goal Setting:

Before you begin, you must know your main goal. Do you really know what you want to happen at this show?

Here are some additional questions you should brainstorm with your team:

• Can you expect actual sales and signed purchase agreements?
• Is your goal to introduce a product line for the first time?
• Perhaps the goal is setting appointments or simply improving customer relationships.
• Are you there to negotiate with other vendors?

Do not forget about those that speak to the masses; media relationships can help promote your company for months or years!

Marketing 101: Consider first who you want to hear, see, feel and understand your message, then set your goals accordingly.

Pre-Show Tactics

Before you do anything, secure the show handbook – and read it! All rules, equipment order forms, press conference room reservations and sponsorship opportunities will be contained in this exhibitor kit. Pay attention to deadlines and order materials on time so you do not incur unnecessary fees.

Theme

First, establish a theme for your show or series of shows. Your theme should be relevant to your goals. Also, consider is this a one-time theme or a motif you will carry across multiple shows. Using a theme for a longer period allows you to amortize costs associated with a show. For example, printing materials for multiple shows or building show graphics that can be used throughout a series of events. Does your theme pass the culture test? Check for slang, understandable industry terms, and recognition by attendees.

Advertising

Are you purchasing advertising in a show program, association journal or other publication? Graphics used with the tactic of reinforcing messages and driving booth traffic should match your booth graphics and show literature.

Consistency is KEY for brand recognition! Research the following: Trade publications with bonus coverage and show coverage, show dailies (publication just printed for the show), online, text and social media messages. All of these are advertising avenues to consider when building your pre-show plan.

Publicity

For you to be successfully published, the most important factor is newsworthiness.  Does your story resonates with the publication’s readers? If you cannot interest an editor from a reader’s perspective then you do NOT have a story!

• Check with show management and see if they will release a list of pre-registered media attendees. These are credentialed media that will be at the show – looking for you and your news
• Schedule interviews and media relationship building appointments in advance
• Schedule press conferences: Are you making a newsworthy announcement? Press conferences may be in special rooms, booked in advance or simply conducted at your booth. If at your booth, do you need audio to carry above the show din?
• All shows have press rooms, touch down locations for the media to work quietly. You are almost always allowed to place company literature and press kits in these rooms. Prepare media kits that tell your story and have everything ready before they arrive
• Can you be a speaker or panelist at the show? Often these positions are filled a year in advance so plan ahead and take the stage as an industry expert

Booth Traffic

You are opening your “store” on the show floor. It’s critical that people know you are open for business.

• Determined your best, qualified prospect. Is it an owner, purchasing manager or perhaps a whole buying team?
• Consider two-part promotions where your prospect needs to visit the booth to get the second part of a promotion (activation code, show special, after-hours invite, etc.)
• Can you purchase or obtain a pre-registered attendee list?
• Don’t just have a prize drawing just for the sake of warm bodies in your booth – qualify and target the attendees that you want on your carpet.
• Training – it is CRITICAL that all booth staff know the promotion along with the overall goals and theme for the show.

During the Show

Entertainment – what else can you do to build relationships with your prospects and customers? Consider inviting prospects to a private hospitality suite. Make sure to coordinate special meetings around other show sponsored events such a major keynotes, annual meetings and other parties so as not to conflict with your event. The off-show hours are also a time to have private lunches and dinners with customers. Make sure to book appoints in advance and have transportation/reservations booked.

Booth personnel – The people in the booth are your brand’s spokespeople. They are the ones who will give tradeshow attendees a first impression of your business, so select booth personnel wisely!  A combination of sales and technical people works well. Staff should be fully briefed on all themes, promotions, lead capture procedures and how to best interact with guests and the media. Make sure to staff properly especially during busy periods and when other staff members have scheduled customer/media meetings in the booth. When a guest walks into your booth, they should know who is working for your company and who is visiting. Coordinated apparel ensures clear staff identification and enhances branding.

Key Points for Booth

• Location, location, location! Some shows require advance bidding for space. Get the best location relative to main floor traffic patterns. Note locations of main stage events and, yes, the bar
• Your booth should have an open, friendly layout. No one wants to have to jump over a table facing the aisle where two uninterested staff members are sitting down, talking on their phone (we see this EVERY show)
• Layout your booth to accommodate private or semi-private meetings. Having a private, closed door section of the booth makes for a nice location for media and customer meetings
• Can you secure an island booth with traffic aisles on all four sides? Make the best use of booth graphics so all directions of traffic have a view of your theme, message and product information
• Consider sponsorship of the show or special events at the show. Can you use floor graphics or other signage to improve your presence? What about sponsoring a cocktail party or maybe just the attendee lanyards? There are countless opportunities to show off your brand

Qualify leads – Remember your purpose at the show. All messages, promotions and advertising should be leading prospects down a path. The better you qualify the leads, the more you will maximize your investment. Consider whether you need to purchase lead capture equipment to easily scan prospects information  during their visit.

Post Show

Measurement. What did you want to happen? Did it work? Let’s face it, most companies do not follow up after shows. They never put a plan in place to use the valuable leads they capture. If you do not follow up in 3-7 days, you will be forgotten!

• Have prepared thank you emails ready to be sent to the captured leads. Graphics should match pre and during show promotion
• Consider mailing a unique package to prospect, complete with the specific information discussed/requested during the show
• Purchase or obtain attendee lists and scour for additional leads

Next Year’s Show

One of the best ways to maximize budget is to commit to next year’s show during this year’s event. Often there are deals to be had and better locations to be secured. Show owners are eager to get a jump start on their next trade show. Now is the time to negotiate and secure your best deal.

Need help? We’ve been there and have worked with countless manufacturers, just like you!

Call Rob Felber (330) 963-3664 x1 or RobFelber@felberpr.com  for your free 45 minute consultation.We can talk through your show schedule, booth ideas, promotion….anything you want to discuss about trade shows.

More information at these blog posts:

7 Tips for Ultimate Trade Show Success: http://www.felberpr.com/7-tips-for-ultimate-trade-show-success/

Trade Show Preparation 101 for Manufacturers http://www.felberpr.com/trade-show-preparation-101-for-manufacturers/

 

You have spent time speaking to clients and prospects, researching just the right venues for your company to exhibit. Now, you have taken the leap and  signed up for a trade show. You (and management) know this will be an investment of  your company’s time, money, and effort. You’re staring at the email confirming your booth. Perhaps they are now bombarding you with offers, both free and for a fee. To quote a teenager… “OMG” what have you gotten yourself into.

Breathe…..okay, breathe again.

It is important to carefully plan and research to make the most of the trade show. We’ve outlined the best ways to attract prospects, have a successful trade show exhibition, and provide incentives to prospects, to create a lasting impact!

1. Location, Location, Location

The location of your booth is important because it determines the amount of visibility your company gains. Most trade shows offer their prime location spots earlier at a higher cost and are offered a few months to a year in advance. Some shows even have a lottery or bidding process (often by seniority). So if you want a prime spot, you’ve got to act early! If you have a smaller budget but want to request a spot with good traffic, here are some places that tend to have good traffic/ visibility. Consider placement by entrances, close to lounges or internet kiosks.

2.   Create a Booth that Stands Out

We touched on this a bit in our blog Trade Show Preparation 101 for Manufacturers but it cannot be stressed enough. Lighting, branding, messaging, and handouts are all things that should be considered to create the ultimate impact with your customers. Check out our blog for a more in depth explanation of things you should consider when designing the visual layout of the booth.

3.   Strategically Choose and Train the People at the Booth

It is important to choose people that are approachable to maintain your booth. Your technical people may be the most knowledgeable  about your products and processes, but may not  necessarily be  the person who should be at the front of the booth greeting people. If you can, have them there to answer more in depth questions but the most energetic and smiley should be at the front of the booth to draw people in. Train the people at the booth before the trade show and give them 3-5 key statements to stress at the trade show which highlights what makes your company so special. Do you have a long history of being family owned? Are you creating cutting edge products? Your PR team can help you develop these key phrases and say a lot in just a few words. Remember, your prospects are busy running from booth to booth. It’s important to get to the point quickly and draw them in!

4. Contests and Giveaways

People like free stuff. We must caution not to just put out promotional products. You’ll get junk leads, and people just taking stuff for the sake of filling their bags. More importantly, plan a theme based and tie to your value proposition. The goal is “carpet time.” Get them talking and capture their info. Then, you can provide a thank you for stopping by the booth. Plain and simple. It is important to keep in mind what your customers want. Luxury items like an iPad are always popular at events but things as simple as coasters, Post-It’s and pens can draw people in; just make sure it’s the right people for the right reason Make sure  the people who enter your contest or giveaway sign up for your newsletter or if you don’t have one, give you contact information. That way, you can follow up with these individuals after the tradeshow and keep them in the loop about what’s happening at your company.

5. Offering Beverages and Snacks

The trade show attendees are tired and most likely hungry and thirsty. Offering something as simple as free miniature waters to attendees could open the door to further conversation and future sales. These beverages and snacks should all be branded with your logo and taglines. If you can make the snack or beverage related to your product/services, it’s even better. Example: a gardening supplier who gives out rootbeer, with a label that looks like a vegetable root in the dirt. The more creative you can be, the better! Make sure to read your exhibitors rules however. There are often size restrictions on food and beverage, if allowed at all. The show does not want to have you detour them from the day-old $17 salad in the cafeteria they are pushing.

6. Position Your Company as the Expert in the Industry

Publishing  white (technical) papers is a great way to show that you are “in the know”. Topics like the newest trends in the industry, the state of the industry, or a detailed review of your technology  are valuable to their prospects. If you can position your company as the expert, your prospects will learn to respect and trust you.  Reminder, have your technical people on hand  at the trade show if possible. Sales people are great at getting people to visit your booth but your prospects will most likely have more in depth questions about your products or processes. If you can have a engineer to answer your prospects questions, your prospects will be even more impressed with your company’s expertise.

7 . Social Media is King at Trade Shows

You should have a social media marketing plan set before the trade show. Follow the trade show management and all industry editors on social media. Track the trade show’s hashtag and those who use it. This is a great way to connect with people who are attending the trade show. Make sure to “like”, “share”, and “repost” others  messeges about the trade show and also “follow” trade show attendees. Social media levels the playing field.. Your competitor may have greater recognition in your industry or have a bigger/better booth,  however, social media allows for your company to be on the same platform as your competitors. If you use social media well, you can create as much buzz and visibility as your competitors, which will lead to prospects seeking out your booth at the show.