Marketing for trade shows can be a difficult task. How do you make your company stand out amongst the sea of exhibitors? How do you generate leads and get people to your booth? One way to ensure you’re getting the most bang for your buck is to incorporate out-of-home advertising into your trade show marketing strategy.
Trade show marketing is an effective strategy for assisting businesses and marketers in achieving important business objectives and KPIs. It offers a chance to provide campaigns that will boost brand recognition and exposure, produce leads and sales, highlight new goods and services, interact with an audience and sector, and support other goals.
Out-of-home advertising is any form of advertising that reaches consumers outside their homes, such as billboards, bus stop ads, or even flyers and posters placed around the convention center. While it may seem small, out-of-home advertising is a powerful tool to help you reach a wider audience, generate interest in your company, and boost your ROI.
While the majority of marketers are aware of the advantages of trade show marketing, they often forget about one important aspect: outside-the-convention-center advertising. Brands may design a more thorough and efficient trade show plan by utilizing advertising possibilities beyond the trade show floor and convention site.
1. What is Trade Show Marketing?
If you’ve ever been to a trade show, you know that it can be a great way to learn about new products, meet new people, and connect with potential customers. But what is trade show marketing, and how can you use it to benefit your business?
A trade show is an event where companies in a particular industry showcase their products or services. Trade shows usually take place at convention centers. They are attended by people who either work in the industry or are interested in the displayed products or services.
Trade show marketing is the process of using trade shows to promote a company’s products or services. This can be done by exhibiting at a trade show, sponsoring a trade show, or both. Exhibiting at a trade show involves renting space at the event and setting up a booth to display and promote products or services. Sponsoring a trade show involves paying for promotional materials or activities, such as banner ads or product demonstrations.
Trade shows can be an effective marketing tool because they provide an opportunity to reach a large number of potential customers in a short period. They also offer the chance to build relationships with customers and other businesses in the industry.
2. Advertising outside the trade show.
On average, trade fair visitors spend 9.5 hours looking at exhibits. What about the rest of the time? Participants are outside the conference area. This allows attendees to engage with the brand’s message using external and peripheral advertising. With approximately 81% of trade show attendees being shop savvy, the visibility and impact of your message are extremely important.
Looking at participant journeys, brands can create multiple touchpoints. Considering this intersection of participant journeys and potential physical touchpoints, with the right approach and planning, reaching off-site participants can create a high-volume, high-quality impression.
This 360-degree approach of his allows the brand to:
- Increase the marketing footprint
- Enhance brand engagement
- Sustain brand awareness throughout the trade show
- Drive foot traffic to the booth.
3. Why you should incorporate trade show marketing strategy?
3.1 It leaves a lasting effect on attendees.
When executed properly, out-of-home advertising can be a powerful tool to generate awareness and interest in your trade show booth. Not only will it leave a lasting impression on those who see it, but it can also drive traffic to your booth and help you stand out from the competition.
With so many benefits, it’s no wonder that out-of-home advertising is one of the most popular forms of marketing for trade shows. If you’re looking for a way to make your booth more visible and increase foot traffic, consider using out-of-home advertising at your next event. Advertising beyond the trade show floor allows your message to be the first and last one attendees receive when they are in the market.
3.2 It enables you to stand out from the crowd.
In a world where technology has made it easy for consumers to tune out traditional advertising, out-of-home advertising offers a unique opportunity to reach your target audience. OOH is any form of advertising that reaches consumers outside of their homes. It can take many forms, from billboards and bus shelter ads to digital signage and street art.
With trade show season in full swing, now is the perfect time to incorporate OOH into your marketing strategy. Trade shows offer a captive audience of potential customers, and OOH can help you make the most of this opportunity. Here are four reasons why you should use OOH at your next trade show:
- Eye-catching: OOH is impossible to ignore, which makes it an ideal way to grab attention and stand out from the competition.
- Flexible: OOH can be customized to fit any budget or space constraints.
- Versatile: OOH can take many different forms, so you can get creative and make your brand stand out.
- It works: Studies have shown that OOH is an effective way to reach consumers and generate awareness for your brand.
Out-home advertising is the way to go if you’re looking for a way to make your trade show booth more visible and memorable. With its ability to grab attention and stand out from the crowd, OOH is an essential
3.3 It gives flexibility and scalability.
Out-of-home advertising can give your trade show marketing strategy the flexibility and scalability it needs to reach your target audience. With out-of-home advertising, you can choose when and where to place your ads, making it easy to adjust your campaigns. And because out-of-home advertising is often more affordable than other marketing channels, you can scale your campaigns up or down to fit your budget. It’s a low-commitment way to test new ideas.
Suppose you’re unsure how well your trade show marketing strategy will perform. In that case, out-of-home advertising can help you test new ideas with minimal risk. Because out-of-home advertising is a low-commitment channel, you can try out new messaging and creativity without breaking the bank. And if your campaigns don’t perform as well as you’d hoped, you can quickly adjust your strategy and try again.
It has following benefits:
- It’s easy to measure results.
Out-of-home advertising is one of the easiest marketing channels to measure. With digital out-of-home ads, you can track how many people see your ad, when they see it, and even how long they look at it. And because out-of-home advertising often drives online activity, you can track how many people visit your website or social media pages after seeing your ad.
- It’s hard to ignore.
Out-of-home advertising is hard to ignore—exactly what you want from your trade show marketing strategy. Outdoor ads are often big and bright, so they’re sure to grab attention. And because they’re placed in high-traffic areas, like sidewalks and bus stops, your target audience will likely see them multiple times, increasing the chances that they’ll remember your brand when they need your products or services.
- It drives online traffic.
Out-of-home advertising can also help drive online traffic by featuring CTA elements like QR codes and website URLs. When people see these elements in your outdoor ads, they can scan the QR code with their smartphone or visit your website to learn more about your company. This can help you generate leads and drive sales at your trade show booth and online.
- It builds brand awareness.
If you’re looking for a way to increase brand awareness for your company, out-of-home advertising may be the answer. Outdoor ads can help you reach a wide audience of potential customers, many of whom may not be familiar with.
3.4 Create an engagement plan and leads.
Out-of-home advertising should be a part of your trade show marketing strategy for several reasons.
- Trade shows are a great opportunity to reach many potential customers in one place.
- Out-of-home advertising can help you create an engagement plan and leads.
Your out-of-home advertising strategy should include the following:
- Billboards and other large-format displays.
- Street teams to engage with potential customers.
- Sampling or product demonstrations.
- Contests or giveaways.
Here are some tips on how to use out-of-home advertising to generate leads at trade shows:
- Use eye-catching visuals- Make sure your out-of-home advertisements are visually appealing. Use bright colors and interesting graphics to grab attention.
- Use targeted messaging- Your out-of-home advertisements should be targeted to the specific audience you want to reach for the trade show. Use language that resonates with your target audience and highlights the benefits of your product or service.
- Include a CTA- Your out-of-home advertisement should include a call to action, such as “visit our booth” or “learn more about our product.” This will help encourage people to take the next step and connect with you at the trade show.
- Distribute promotional materials- Include flyers, business cards, and other promotional materials with your out-of-home advertisement so people can learn more about your company and what you offer.
- Follow up after the trade show- Be sure to follow up with all of the leads you generate at the trade show. Send them an email or give them
3.5 It highly interactive
When planning your trade show marketing strategy, it’s important to consider all the different types of advertising that will be most effective. One type of advertising that you shouldn’t overlook is out-of-home advertising.
OOH, advertising is an important part of any trade show marketing strategy because it’s a highly effective way to reach your target audience.
Here are four reasons why OOH advertising is so effective:
- OOH Advertising Is Highly Targeted
When planning your trade show marketing strategy, you need to ensure that your marketing efforts are highly targeted. After all, there’s no point in spending money on marketing efforts that don’t reach your target audience.
OOH, advertising is a great way to ensure that your marketing efforts are highly targeted. With OOH advertising, you can target specific geographic areas with your ads. For example, if you’re exhibiting at a trade show in New York City, you can place OOH ads in NYC subways and bus shelters.
- You can also target specific demographics
Out-of-home advertising is a great way to reach potential customers who might not be familiar with your brand. It’s also a highly interactive form of advertising, which can be a great way to engage potential customers and get them interested in what you offer.
You can use out-of-home advertising at trade shows in a few different ways.
- Set up a booth where people can learn more about your products or services.
- Hand out flyers or other promotional materials.
- You can use creative techniques like projection mapping or Augmented Reality to create an interactive experience that will grab attention and leave a lasting impression.
3.6 The Medium Is Unblockable and Unskippable
Out-of-home advertising is one of the most effective ways to reach your target audience. It’s unblockable and unskippable, so you know that your message will be seen and heard. Plus, it’s great to generate buzz for your trade show booth.
- Make Sure Your Message Is Relevant
When planning your out-of-home campaign, ensure your message is relevant to your target audience. You want to ensure that your ad speaks to their needs and interests. Otherwise, they’ll tune it out.
- Plan Your Campaign Carefully
Out-of-home advertising can be a great way to reach your target audience, but only if it’s done right. Plan your campaign carefully to get the most out of it.
3.7 It encourages a holistic marketing strategy.
One of the main benefits of convention marketing is that it attracts a global audience to come together in one place for a few short days of learning and sharing. Advertising outside the show is a powerful way to reach this captivating audience.
Trade show advertising has many benefits for exhibitors, from generating quality leads to increasing rich and engaging brand awareness. New customer. But brands should look outside the booth instead of focusing solely on trade show marketing within the exhibit space.
With attendees spending a significant amount of time away from the convention area, brands can benefit from a better share of voice by reaching out to attendees in creative and relevant ways. This strategy helps your brand stand out from its competitors while providing attendees with the opportunity to leave a lasting impression.
Conclusion
A trade show marketing strategy is a great way to promote and generate leads. You can keep a close eye on your audience while interacting with them, promote your brand, and increase brand awareness. In addition to giving firms a chance to make a lasting impact on attendees, this technique will help them distinguish from their competitors.
Trade shows are excellent venues for making connections with the appropriate people, gathering leads, and growing your business. It’s just as vital to be prepared with the appropriate information as to know what to do when you get there.
Consider incorporating out-of-home advertising if you’re looking for ways to make your trade show marketing strategy more effective.
