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Why exhibitions are the most popular BTL platforms?

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Gone are the days when television and radio were the prime means for brands to communicate with their target audience. Marketing has branched out exponentially over the past decade to cater to the ever changing consumer preferences and habits. Now, above the line marketing platforms such as print media, television and radio have made way to below the line marketing platforms such as brand activation, promotions and exhibitions.

Why-exhibitions-are-the-most-popular-BTL-platforms

Among the various branches of below the line marketing platforms, exhibition is the popular choice of brands and companies worldwide. Tradeshows and exhibitions give a platform for brands and companies to showcase their latest ware to their target audience. Especially in the business to business (B2B) sector exhibitions are the number one platform for brands to market themselves and their products.

In this blog post we shed light on why exhibitions are the most popular BTL platforms

Access to a specific group – There is no other place apart from exhibitions that brings together industry professionals, experts and businessmen under one roof! For example and automobile exhibition will attract automobile engineers, dealers, suppliers and even companies dealing in automobile accessories. With the help of stunning exhibition stands you can attract a host of professionals to your exhibition stall and make the most of the opportunity of participating in exhibitions.

Enables live interaction with target audience – Exhibitions is among the very few marketing platforms that enables live interaction with the target group at the comfort of your exhibition stands. The power of one on one communication with your consumer cannot be undermined. You not only get an insight on the purchasing decision of your consumer but also valuable feedback in the process. Exhibitions literally brings the consumer to your doorstep (aka exhibition stalls) and you can engage them in one on one dialog to know them better and understand their purchasing habits.

A stage to showcase your brand – Exhibition is a grand event, attracting the attention of industry professionals and even the print and television media. This makes exhibitions the opportune moment for launches. Many brands intentionally coincide the launch of their brand and products to match major exhibition dates. Some brands go all out for their launches while some do it at their humble exhibition booths. In fact a well-designed exhibition stand will garner tremendous amount of attention for your launch.

Effective brand building activity – Participating in exhibitions adds credibility to the name. Showcasing alongside reputed brands at your exhibition stalls, make your brand seem trustworthy and genuine. Exhibitions are a great brand building activity that helps to project a positive brand image. The results of participating in exhibitions are beneficial for the company’s reputation especially in the long run.

An opportunity to gauge the competition – Competition analysis is a very important aspect of business. Studying the competition from afar gives theoretical knowledge which, to some extent is quite useful but in reality testing how well your brand does against your competitor is a different ball game altogether. Exhibitions allow you to gauge your competitor’s true capabilities against yours. This gives you vital information about what strategies are working and what are not. Participating in exhibitions give you insights and feedback on your own marketing plan as well.

Opportunity to meet industry professionals – Last but not the least, exhibitions is a thriving hub of industry professionals, experts, bloggers, investors and businessmen. It is a great opportunity to meet potential investors and business partners. Forging new alliances through these meetings can prove advantageous to new companies, especially in the long run.

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Social media strategies to increase footfall at your show

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If you are even slightly up to date with the latest trends in marketing then you already know that social media is among the most preferred marketing platforms of the new age marketers and why not? Everyone, literally everyone, irrespective of the age, sex and location is on some or the other social media platform. This is why many brands engage in aggressive social media marketing.

Social media marketing yields tremendous results. It spreads brand awareness, gives you a stage to share your market message to a wide set of audience and brings in organic followers. With so many perks social media has to offer, it is almost reckless to not incorporate social media strategy in your exhibition plan.

If you are wondering how you can leverage social media to maximize footfall at your exhibitions booths, then worry not! In this blog post we bring you 6 social media strategies to increase footfall and to publicize your show. We have categorized our strategies in two categories pre-show strategies and strategies you can use during the show.

Pre-Show Strategies

A dedicated page/ account for your event – On almost every social media platform you can create a dedicate page or account. This is practiced by many exhibitors and show organizers already. Assuming that you have a social media account representing your company, you do not want to cramp it about with numerous posts about your show. Sure, you can announce it on your official page, but it important that you redirect the incoming crowd to your exhibition page.

You can post incessantly about the show, your exhibition stand, your exhibition booth design ideas and other announcement on this dedicated page. Having a dedicated page will give you an idea about how many people are actually interested in visiting you at the show; you can measure the reach of your page and even individual posts and work on new ideas to engage maximum audience.

Announce your star attraction – Hundreds of brands participate in exhibitions every year. What are you doing different? These are the questions social media veterans may throw at you. Anticipate these questions and plan your event accordingly. You needn’t shell out extra bucks; you just need to be smart.

If you are inviting an industry professional as a guest of honor, announce it on your social media platform! What products do you plan to showcase? Announce it! What services are planning to offer? Announce it! Give your audience something to look forward to and you be assured that your exhibition booth with be packed on the D-day.

Show your visitor’s what’s in it for them – Everyone is interested in freebies, gifts and prizes! You may have planned to conduct contests and sweepstakes at your exhibition stalls but unless you post it on social media, people won’t know about it. Post about the games and contest you plan to conduct at your booth. Excite your visitors with interesting prizes they can win by visiting your exhibition stalls. Once you show the audience what it is that you have to offer, you can be certain of incredible foot fall at your exhibition stand.

On-Show Strategies

Get organic reviews– During the show, you can engage the visitors at your exhibition stall and ask them for short reviews. You can give freebies to visitors willing to write and share a review about your brand on their social media platform. This activity will give you organic reviews and coverage. This is almost free-of-charge marketing. Not only will this activity get your brand trending but it will also create a buzz around the show, resulting in increased footfall.

Get tagged – Tagging is the new equivalent of sharing! You can encourage your visitors to tag you in their posts and even images. A photo stand installation at your booth will encourage visitors to click and post their pictures on social media. Giving them goodies for sharing images and tagging you is another powerful marketing strategy which will eventually help to increase foot fall at your booth.

Conduct polls and surveys – Twitter polls and now instagram surveys are gaining a lot of popularity. During the show you can conduct polls and surveys on your social media platform. This will create a lot of buzz around your brand and your exhibition participation. It will indirectly yet strongly create curiosity about the show and your participation. You can be certain that these activities will encourage more and more visitors to visit your exhibition stands.

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