Did you know more than 70 percent of trade show attendees plan which booths they’ll visit before they even arrive at the show? Today’s trade show visitors look to the Web to discover the “who, what, where and when” of upcoming events or exhibits.
If you want your booth or show to earn a spot on that coveted must-visit list, tailor your website to help visitors find what they’re looking for. Here are some simple tips to make your site trade show friendly.
- Create trade show-specific subdomains: Event-specific subdomains, like ABCExpo.MyCompanyDomain.com, can help disseminate valuable information to customers and prospects. Include dates and location, a show floor map (with your booth starred) and any special events you’ll be hosting. Entice visitors to drop by the booth with a two-part incentive. For example, send a luggage tag in advance, featuring instructions to visit your booth to retrieve the secondary gift—a logo’d messenger bag available to visitors who provide their email address and phone number.
- Promote show-specific apps: Your website is a great place to showcase an event-specific app that promotes both your company and its upcoming presence at a show. Be sure to touch on the app’s useful features and benefits, and include app-store links for easy download. Encourage your visitors to download the app with a giveaway to be picked up at your booth the day of the show. Tech stand clips, stretch and fit phone cases or charging cable key tags are useful and enticing.
- Post a video: Video now accounts for 70 percent of all Web traffic. That coupled with its engaging nature and storytelling ability make it the perfect tool to promote your trade show booth. Plus, today’s smartphones make videos easier than ever to produce. Simply publish your short promo on YouTube® and embed it on your website. Be sure to include relevant title tags so users can find your content online.
- Measure with analytics: Find out more about who’s visiting your site. Google® Analytics or other analytics platforms can help you capture valuable data—at minimum, track who (visitors), what (what visitors click on) and where (where visitors come from). Then use this data to make better decisions about your event and its promotion.
Today’s show-goers are sophisticated. They attend a trade show with something in mind—perhaps to buy, gain an idea or make a connection. Don’t rely on the show organizers alone to promote your presence. Take matters into your own hands with these simple ideas.
Smith, Teresa. “3 Ways to Use Your Website This Tradeshow Season.” Red Sage Communications, Inc Sage Advice Blog. N.p., 01 June 2015. Web. Retrieved 25 June 2015.