Adapting to the Evolving Trade Show

Hybrid events, in particular, have become increasingly popular, especially over the last couple of years, due to the conditions caused by the pandemic. These are events that feature both an in-person and online component, allowing individuals to virtually attend the show from the comfort of their own home, without having to travel to a busy expo hall.

While many industry shows and events are returning to their traditional in-person venues, research shows that hybrid events are here to stay. A study from EventMB highlighted that 71% of event planners intend to keep virtual elements moving forward because of how successful they’ve been.

When planning your next trade show appearance, here are a few things to keep in mind in today’s event atmosphere:

• DO your research. Once you know what show you’ll be appearing at, get a registration list from the organizers. Send pre-show mailings that tease special offers, giveaways and demonstrations. Make sure to get a list of virtual attendees, too, and invite them to your booth with a QR code that will send them directly there.
• DO assess your booth or display. When was the last time you updated your messaging? While you might have become comfortable with wear and tear, remember that your prospects will be seeing it for the first time. Consider newer lightweight fabric displays that quickly pop up and are designed for portability.
• DO engage with your prospects before the event. Whether you host a social media contest or mail a promotional product to hybrid attendees in advance, starting the conversation before the show can help you be remembered afterward.
• DON’T forget to set measurable goals. Are you introducing a new product? Prospecting for new business in a specific industry? Make sure you set objectives ahead of time (such as 10 new orders or 50 new contacts) and then track your results throughout the show.
• DON’T let prospects leave empty-handed. Who doesn’t like free stuff? Promotional products are a cost-effective way to make a great impression and extend your brand messaging. You can also easily mail small promo items to hybrid attendees to make sure they’re encouraged to visit you in person after the show.
• DON’T neglect the follow-up. Your efforts at the show will be wasted if you don’t nurture your leads. Post-show mailers are easy to pre-package and drop off the moment you return from the show. Take a moment to personalize with a handwritten note.

If you need a little extra help when planning your next event, let us know! We can help with pre-show direct mail promotions, on-site signage and displays, printed marketing collateral, promotional giveaway products and much more. QCBN

By Shawn Powers

For more information contact Allegra Printing.
600 East Moeller Street
Prescott, AZ 86301
928-445-6262