Statista predicts the global trade show market will reach $40 billion by 2023. At the moment, many planned events are virtual connections. While there are advantages to a digital gathering, there are also limitations. It’s hard to make a connection with someone you don’t know when you aren’t face to face.

If your business utilizes conferences to increase brand awareness, start planning now for a return to in-person events. Things will return to old patterns, but expect to see some changes in trade show marketing as well.

How COVID-19 Changed the Trade Show Industry

In early 2020, companies canceled significant exhibitions like Google I/O and Mobile World Congress, leading the way for smaller events to follow suit. Some people expect a vaccinated world will return to what it was in 2019.

However, people have adapted to living a different lifestyle in the last year. They see the cost savings and convenience of Zoom calls and online meetings. Companies may be reluctant to pay for trade show space, travel for employees to man a booth, and many other factors involved in a physical show.

While the traditional convention won’t completely go away, expect to see concessions for those who prefer online conferences. Some of the things you should consider about tradeshow marketing in 2022 include:

1. Focus on the Experience

People will be much choosier about how they spend their time. One thing the pandemic taught us was that time is precious. More people are focusing on family and friends than ever before. They won’t want to waste their time visiting a booth that doesn’t 100% meet their needs.

Customer experience (CX) becomes even more vital to a successful presence. Look for ways to create a sleek, eye-catching space. Make sure you match up vinyl pieces 100% of the time with matched pole magnets. You’ll also save time on setup — even your workers won’t want to waste precious moments.

Pay attention to everything from your headlines to the freebies you give away. Every element of your booth must engage the user and create a stellar CX.

2. Attend More Shows

People are much more aware of large crowds and social distancing. While the world works to get the virus’s emerging strains under control, expect events to remain small. Registration and booth space may be limited.

You might need to attend two shows with fewer attendees to reach the same number of people you could in the past. Save money by planning events back-to-back in nearby cities. Cut down on travel and expenses by combining flights and efforts.

3. Roll With the Times

Be prepared for massive changes when you do return to tradeshows. The American Hotel and Lodging Association’s state of the industry report predicts as many as 500,000 fewer jobs throughout 2022.

People may be frightened and reluctant to return to in-person events. How deep the impact goes depends on how quickly the world distributes the vaccines and how many people get the vaccine.

Know when cancellations can occur. Be prepared to pull out of some trade shows if registrations are low.

4. Seek Out Hybrid Events

Many experts predict hybrid events will be the wave of the future. They can draw more attendees than in-person events. People who otherwise would never go to a particular conference will jump on virtual options and participate.

If your goal with tradeshow marketing is to reach as many people as possible, a hybrid event allows you to stretch your influence to anywhere in the world.

5. Participate in Social Media Marketing

The Digital 2021: Global Overview Report shows a 13% increase in social media users in the past 12 months. At the beginning of January 2021, there were 4.2 billion people active on various platforms. The number will only grow in the coming year.

If you aren’t promoting your presence at trade shows on social, you need to figure out an omnichannel approach. How can you get conference attendees to visit your social media pages? How can you drive your social media followers to information about your booth?

6. Look for Value

Some trade shows attempted to go virtual, but exhibitors saw few advantages to participating. They still paid a fee and had the work of setting up a virtual exhibit. However, they didn’t get the same traction as an in-person event.

If you plan to participate in hybrid trade show marketing, look for ones offering unique opportunities. Perhaps you can send printed materials to registrants matching your target audience profile.

If your tradeshow of choice does not offer the options you need, prepare to find new events. Some groups have met online for longer than others. They’ve perfected online promotions and know how to meet the needs of both attendees and exhibitors.

7. Be Flexible

If 2020 taught marketers anything, it was to be open to new possibilities. As things open back up and trade shows resume, expect the world to look a little different than it did in 2019. Attendees may still wear masks, making communication more difficult. Passing out samples and goods will require separate packaging and attention to detail.

Go into your next event prepared for strict guidelines. At the same time, people still want an emotional connection. They want you to engage them and offer an experience. Look for ways to reach out even in a world where you have to remain at a distance.

This post was written by Eleanor Hecks for the Marketing Fundamentals Team. Eleanor Hecks is editor-in-chief at Designerly Magazine. She was the creative director at a digital marketing agency before becoming a full-time freelance designer. Eleanor lives in Philly with her husband and pup, Bear.

Image credit – Christie’s Photographic Solutions

B2B Content Marketing Agency London

Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London that creates Content and manages Social Media for Professional Services firms. We hope you find this information useful.

If you would like our help creating and executing a Content Marketing Plan for your business or organisation, email us via mail@marketingfundamentals.com

On our YouTube channel you will find marketing advice, business advice & inspiration. Subscribe if you work in Marketing for Professional Services or are a business owner or solo-preneur trying to grow your business. New uploads on Tuesdays and Fridays.

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This is blog post number 598

Image credit:  Christie’s Photographic Solutions

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Blockchain and Blockchain technology are words that you cannot escape at the moment. Blockchain technology is the foundation on which cryptocurrencies have been created and enables value to be transferred via a public ledger without the need for an intermediary. Usually your bank or a third party such as PayPal performs the the role of intermediary. However, the potential disruption that Blockchain technology could bring to the existing status quo is not limited to the financial sector.

I have written about Steemit before, if you are unsure what Steemit is, please watch, What is Steemit? and  read Conventional Social Media vs Steemit. Steemit has changed perceptions of how Social Networks can work, by giving rewards directly to content creators.

Blockchain Expo Global 2018

On April 18th and 19th, I will be attending the Blockchain Expo Global at London’s Olympia. Watch my video announcement here. There are still some free registrations available. If you are also attending it would be great to meet you there. If you have read or watched my recent posts you will know that my focus is on meeting other Steemians and others interested in blockchain technology in real life. It would be great to meet you too.

Free sign up for the event here.

B2B Content Marketing Agency London

Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London that creates Content and manages Social Media for Professional Services firms. We hope you find this information useful.

If you would like our help creating and executing a Content Marketing Plan for your business or organisation give us a call on +44 (0) 845 2264 247. You can also email us via mail@marketingfundamentals.com

On our YouTube channel you will find marketing advice, business advice & inspiration. Subscribe if you work in Marketing for Professional Services or are a business owner or solo-preneur trying to grow your business. New uploads on Wednesdays.

Best regards,

Mike Pitt

Founder, Marketing Fundamentals Ltd

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How to TurboCharge Your Business with a Blog
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This is blog post post number 445.

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Convert More Leads

Request Referrals

Many business people are reluctant to ask existing clent for referrals. Perhaps this is due to a shynesss or concern that the review or recommendation might not be exactly as they would like. As a business owner or marketing professional you must get over this shyness. Referrals from existing clients or customers are perhaps the most effective and profitable source of new clients for service based companies. When someone approaches your company after a referral they have virtally made a decision and there is a much higher chance of you turning them into a customer. For more detail on how to set up a referral system, watch this video. B2B – How Do You Get More Referrals? 

Case Studies

When is your company currently presenting Case Studies to prospects? It’s great to have them on your website but do not assume that your prospects are taking the time to read them. Instead ensure that they are part of your communications to new leads and prospects. At a certain point in the conversation they will want to assess work that you have done previously that is similar to the work they will require you to do. Ensure that you draw their attention to the most relevant sections for them. Don’t send them long documents to read, keep it short and focused.

Video Testimonials

I have been saying this next statement for a few years, to anyone relevant. Video testimonials from current or past customers are absolutely golden and will do wonders for your conversion rates. They are more compelling and relatable than written testimonials because before a client will stand in front of a camera and give you a public review they have to be happy with the work that you have done for them. If you don’t have any video testimonials among your marketing materials we can help you create them. Please use the contact details below to start the conversation.

Attending Events and Conferences

There are probably many events and conferences happening in your industry each week. The challenge is often finding the right events that will lead to conversations with prospective customers and business partners. Do not let this fact dissuade you. Attending the right events is an excellent way to meet prospects and establish relationships that will lead to more business. Speaking at events is also hugely beneficial. At an event you have the opportunity to have the first meeting with a prospect in a relaxed environment. Ensure that you follow up after the event and respond to any questions in a timely fashion, in this way attending events and conferences will help you convert more leads.

All of these approaches can be used at any time of the year, of course, but redoubling your efforts during Quarter 4 will pay dividends.

B2B Content Marketing Agency London

Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London that creates Content and manages Social Media for Professional Services firms. We can help you convert more leads.

If you would like our help creating and executing a Content Marketing Plan for your business or organisation give us a call on +44 (0) 845 2264 247. You can also email us via mail@marketingfundamentals.com

On our YouTube channel you will find marketing advice, business advice & inspiration. Subscribe if you work in Marketing for Professional Services or are a business owner or solo-preneur trying to grow your business. New uploads on Wednesdays.

I hope you have found this information useful.

Best wishes,

Mike Pitt

Founder & CEO – Marketing Fundamentals Ltd

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This is blog post post number 367.

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This is blog post 337. This blog post is an answer I gave on Quora to the question, Which channels should a B2B company use to reach potential customers and effectively promote its product? I decided to share it here because I believe it will help those of you who work in B2B marketing.
—
Hello.
Thank you for your question. The niche that you are operational in will affect your choice of channels but broadly speaking a B2B company should create a Content Marketing Plan that includes the following channels:

B2B Company Channels

1. Their company blog on a self hosted WordPress website.

2. Email  – For an  interesting read on the continued importance of email read this post.

 Did Content Marketing Kill Email Marketing?

3. Twitter – For greater insight into how to use Twitter click on the link below.

Twitter: TurboCharge Your Twitter Presence 

4. LinkedIn – For a great LinkedIn suggestion read this post.

Should you Publish on LinkedIn?

5. SlideShare – For greater insight into how to integrate SlideShare into your Content Marketing Plan read this post.

Should You Include SlideShare in your B2B Content Strategy?

6. YouTube – For advice on how B2B businesses can use video content read this post.

How can B2Bs Win with Video Content Marketing? – 3 Pointers

7. Live events including conferences and seminars. For insight into how to improve ROI from live events read this post.

SME owners – How do you maximise your ROI when exhibiting at a trade show? 5 tips

8. Imaginative Choices – Consider also Quora For Business and Instagram. Read more about Instagram in this post.

Instagram versus Pinterest: Which is Better for Professional Services Firms?

B2B Content Marketing Agency London

Marketing Fundamentals Ltd is a B2B Content Marketing Agency in London that creates Content and manages Social Media for Professional Services firms.

If you would like our help creating and executing a Content Marketing Plan for your business or organisation give us a call on +44 (0) 845 2264 247. You can also email us via mail@marketingfundamentals.com

On our YouTube channel you will find marketing advice, business advice & inspiration. Subscribe if you work in Marketing for Professional Services or are a business owner or solo-preneur trying to grow your business. New uploads on Wednesdays.

I hope you find this information useful.

Best wishes,

Mike Pitt

Founder & CEO

Marketing Fundamentals Ltd

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This is blog post number 337.

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It’s Personal

No matter how personal you try to make your online experience, it can never be the same as meeting someone face to face. In B2B, this can count for a lot, because when you’re counting on another business in order to fulfil your own contracts, you have to be really confident that they can do the job. Exhibitions are often a time when all of your customers and partners will be in one place, which makes it a great time to book in lots of meetings and get to know their requirements. It’s also a good time to profile the people that are there – after all, they are the ones that you need to be targeting.

It’s Impressive

Modern websites with responsive design are certainly fantastic branding assets, but there’s certainly something to be said for actually seeing something physical. Top companies will go all out at exhibitions to really impress their customers and to show that they’re the top dogs at that event. Stands often get larger, more impressive and more technically difficult year by year. There are examples provided by temporary structure specialists Neptunus that show just what can be possible when designing a stand.

It’s Real

There’s no better way of selling a product than allowing your customer to see it in reality. Sometimes pictures and videos can’t do it justice, especially if a demonstration is in order. Many major B2B companies will use events as a time to welcome and book in their customers and show them their product offerings. Again, everyone will be together, so there’s no better time to showcase what you’ve got, especially to businesses that aren’t necessarily searching for what you offer online.

We hope you have enjoyed this post. If you like to talk to us about how exhibitions can be integrated into a Content Marketing plan or if you have any marketing queries give us a call on +44 845 226 4247 or email us at mail@marketingfundamentals.com We are a leading Content Marketing agency in London.

Best regards,

Marketing Fundamentals Team

This is blog post number 237. This is a sponsored post.

The post The Importance of Exhibitions in the Digital Age appeared first on Marketing Fundamentals.

This represents an increase of 2500% on the amount of leads that they achieved at the 2012 Expo. What was responsible for such a dramatic rise? Content Marketing, Social Media and a good team.

Cloud Knowledge Base is a client of Marketing Fundamentals Ltd. If you’d like us to create and implement a strategy to maximise your return on investment from a trade show give us a call on +44 (0) 845 2264 247 or drop us an email via mail@marketingfundamentals.com

We look forward to hearing from you.

Best regards,

Mike Pitt
Founder & CEO
Marketing Fundamentals Ltd

The post Cloud Knowledge Base at the Richmond Business Expo 2013 appeared first on Marketing Fundamentals.

We have been creating content for them, distributing via relevant social media platforms and consulting on overall marketing strategy.

Last Friday (April 26th) Cloud Knowledge Base were awarded Best Stand at the Richmond Business Expo but more significantly they were able to generate over 150 qualified new business leads which is absolutely phenomenal.

How did content marketing help them achieve this level of success?

1. Pre announced their appearance at the event as an exhibitor

2. Established their authority in the Cloud solutions sector

3. Delivered a specific time sensitive call to action.

4. Started conversations that were continued at the event.

5. A great stand, excellent promo team and cupcakes also contributed to their success.

Are you keen to find out what content marketing can achieve for your business? If so, feel free to give us a call on +44 (0) 845 226247 or drop us an email via mail@marketingfundamentals.com – We look forward to hearing from you.

We hope you have found this information useful.

Best regards,

Marketing Fundamentals Team

The post What is Content Marketing achieving for our clients? One recent success story appeared first on Marketing Fundamentals.

I think technically we have reached the season known as Spring – if you are in the UK you will understand why I added the word technically. Lots of trade shows and business exhibitions take place during Spring and Summer. Many of you will already have booked your stands and some even produced your display stands. Exhibiting at a trade show is rarely cheap so it important that you have a plan to maximise your return on investment. How do you plan to do that? – Below are five pointers.

Business Exhibitions – 5 Pointers to maximise your ROI

1. Social Media – Pre-promote your appearance at your trade show on the relevant social media platforms. Not just once or twice but on a consistent basis in the run up to your event.

2. Imaginative collateral – If you are printing branded merchandise and brochures to distribute at the event be more original than a standard brochure, branded bags, mugs and pens. Pick something relevant to your business sector and memorable.

3. New Business conversations – Do not make the mistake of treating all new business leads equally. Prior to the event you should identify the most profitable leads and brief your sales team to make these a priority and to be more expansive in these conversations.

4. Big on Data – If your stand is well received you’ll have high traffic and there will be lots of potential leads to process. Ensure that you have enough staff and they have the requisite technology to record customer and prospect data quickly.

5. Stand Appeal & Interactivity – Your stand must be appealing and interactive to attract and retain the interest of attendees long enough for your staff to interact with them. Ensure that you have enough activities scheduled throughout the day to create the required buzz around your stand.

If you’d like to discuss business exhibitions or any aspect of your marketing requirements feel free to give us a call on +44 (0) 845 2264 247 or drop us an email via mail@marketingfundamentals.com – We look forward to hearing from you.

We hope you have found this information useful. We are a leading Content Marketing Agency in London.

Best regards,

Marketing Fundamentals Team

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