Living in the age of joined-up exhibition and digital marketing
Change is in the air for every business.
Staggered shifts, new workplace layouts and very probably, one-way systems for trade shows when they reopen.
Another change that will affect trade shows, and it’s one for the better, will be the fuller integration of digital with the event marketing.
Before the pandemic, most events were sold based on attendance numbers and being “the place where the industry comes together.”
From now on, event organisers will have to talk more about targeting individual businesses and communities.
Large scale attendance and international participation will take some time to return.
And that’s where the convergence of events with the digital marketing goals of exhibitors will be vital.
Savvy exhibitors will see shows for what they should be, a fully integrated part of their marketing and not a stand-alone activity.
That means, events being one of the tools to reach the companies and people who can make the biggest difference to sales.
Explicitly, all tactics being directed to the same target audience and working towards that purpose in a concerted way.
That’s not to suggest that all tactics are the same.
Each has its strengths and advantages.
But from now on, you will need to tie content with “live”, with email and video and social, much more tightly together.
If this sounds good to you, let’s talk.
My email address is email@example.com
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