|The beautiful thing about social media site Pinterest is that users are looking for pictures to love, lifestyles to emulate and products to buy.Pinterest is all about visual elements. Users create “pin boards” (think bulletin board) and “pin” images on their boards, organized by topics. It’s social because users can view each other’s boards, comment and “re-pin” (like a retweet or share) to their own boards. Simple as it sounds, it is endlessly enticing to anyone who likes to look at pretty things, people or places. But, don’t underestimate this stimulating visual montage that sounds more “pretty” than “product”. In six months alone, Pinterest has amassed 3.3 million users, 70% of whom are female.How can you make the most of this?|
Well, for starters, you need to be subtle. The ethos of Pinterest is against blatant self-promotion. Users are not looking for your catalogue reproduced. They can find that online already. Pinterest is not a sales site, but it can be a valuable marketing tool for establishing your brand. What users are looking for are ideas and lifestyle representations that enchant. In addition, Pinterest is a valuable fourth leg to your social media marketing strategy and can be tied to your company’s FacebookSM, blog and TwitterSM accounts. Also, whenever an image of yours is pinned or repinned, it carries with it an origination link, which creates valuable backlinks to your host site, increasing your SEO ranking organically with each repost.
So how do you deliver that while still reinforcing your branding? Here are a few examples to begin to wet your whistle and get you thinking creatively:
Using Pinterest to stir interest in your trade show event
Before the show
Invite crowdsourcing. Once you’ve gone public with your trade show plans, invite Pinterest users (“pinners”) to post photos of the best sights to see and places to dine, play or be entertained in the city of the trade show. Award extra points for pins that include a photo of your product. Top five winners will be sent a coffee mug or Fleece Scarf if it’s a cold-weather destination, or logo-printed Navigator Sunglasses if you’re travelling to a warm-weather destination. Also, post photos of your trade show displays, materials and staffers, inviting pinners to visit you at the show!
At the show
After the show
Another new and exciting tool is at your fingertips! Take your interest in Pinterest to the next level and start to use it to spread the word about your upcoming trade show.
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