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    10 Steps to Enable Your Building Products Event Experience (Part 2)


    Put a Name to Your Face With Well-Planned Trade Show Events

    Not everyone is good with names, but most people can easily recall a face. That’s why events and tradeshows are such an excellent way to grow your audience and customer-base. With noteworthy information, exciting content, and a unique experience, you can make sure your building products customers know and remember not only your name, but also your face.

    Events like these are a vital opportunity to present current and potential customers with the facts about your business; but more than that, it’s also an excellent way to humanize your company. With personal interactions, you put a face to the name of your company, and in doing so, are presented with a chance to secure real leads and increase relations with current customers—hopefully increasing your sales in the process.

    The only problem? Creating an engaging trade show event isn’t always as easy as it seems. Luckily, we have your back. Last week, we discussed five key tips to enable your customer’s event experience. This week, we’re bringing you the final five:

    1. Connect the Dots: It’s amazing how many companies don’t have a strong pre- and post-show marketing program that goes beyond a blast email. Segmentation will easily improve the experience people have with your company.
    2. Mobilize your exhibit: Does your target base use smartphones and tablets? If they do, then they most likely have these devices with them during the event. Create ways for attendees to download content, images, or demonstrations that they can view on their own time. Are your attendees using text messaging? Think about collecting cell numbers to send links and messages throughout the show with updates and important news.
    3. Giveaways, freebies, tchotchkes: These are all items that cost money and, to most companies, are not well thought out or connected in any obvious way to your marketing and sales objectives. Think critically about the giveaway and work with a company that can help you choose the right item that represents your brand.
    4. Launch/Re-Launch: Even if you don’t have a new product to show off, promote a desired feature on an existing product. If you only have a prototype, create buzz with animations and allow attendees to interact with the product.
    5. Create a fun experience: Prospects and customers are drawn to a happy, fun place. I recently worked with a company that manufactured only one thing: fans. They could have chosen to simply put them on display and hope that people would come by and talk to them; instead they chose to be different. This company had strong interactive displays, music and a photo booth with wind blowing at attendees while their photo was taken. This company maximized their customer experience and created a very memorable trade show exhibit.

    As you can see, planning an awesome event experience is no easy task, and it’s one that requires creativity and careful attention to detail. But with the combined tips from last week and this week, you’re guaranteed to make an impression and ensure that your customers and leads won’t forget your name or your face.

    About The Author

    Elton Mayfield

    Elton's career spans media, production, digital and building industry expertise. His diverse experience makes him nimble, innovative, and curious – always pushing the envelope to create extraordinary work that delivers real results for our clients.

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