Field Marketing: Maximizing ROI at Trade Shows
Reflecting on the impact of IMEX24, I want to share a key conversation I had about maximizing ROI at trade shows through content creation.
On the last day, I passed by a large booth with minimal foot traffic—a common sight as the show was winding down. I didn’t have a specific need for what they were offering, but the colors of their product drew me in.
Immediately, I thought about content and initiated a conversation about capturing it at trade shows. Trade shows offer a unique opportunity to engage with a concentrated audience, but too often, companies rely solely on in-person interactions and traditional methods like brochures, business cards, and infamous bowls of Halloween candy. The real value lies in leveraging content creation in real-time. Why not maximize your ROI by utilizing your setup to engage with trade show attendees? This strategy applies not just to exhibitors but also to attendees looking to expand their network and build their business.
How Sales Teams Can Elevate Their Presence at Trade Shows through Content:
Capture Attention in Real-Time: While interacting with attendees, create content on the spot—live-stream product demos, conduct short interviews with prospects, or share behind-the-scenes footage. This real-time engagement not only draws more attention to your booth but also amplifies your presence online and makes your marketing team happy. Plus, you're reaching a wider audience who couldn’t attend—accessibility is key.
Engage Audiences Online: Use social media to share the action as it happens. Posting live updates, photos, and videos can generate buzz, attract more foot traffic, and keep digital audiences engaged. Tagging speakers, sponsors, and using event hashtags increase visibility and extend your content’s reach beyond the event.
Extend the Conversation Post-Event: The event doesn’t end when the show floor closes. Content captured during the trade show can be repurposed—turn short-form videos into educational snippets, customer testimonials, or case studies. Following up with personalized content keeps your brand top of mind, strengthening the relationships you've made and increasing sales potential.
A well-thought-out content strategy turns a single event—whether virtual or in-person—into months’ worth of material, generating leads and driving engagement long after the trade show ends. In today’s competitive event landscape, having a strong content plan isn’t just a nice-to-have—it’s essential.
