Six Takeaways on how to Digitally Promote Your City During a Trade Show

May 9, 2012

Earlier this week, I wrote a blog about how two cities leveraged trade shows online to generate awareness and conversation about their community.

If you’re currently in the planning stage of how to market your organization at an upcoming trade show (that’s you folks going to BIO!), I hope you take some inspiration from what these cities did.

To help with your planning, here are just a few key takeaways to consider:

  1. Do the Research: Is the audience headed to the show active on social mediums? If yes, which one? Is there a LinkedIn Group for the conference? Is there a conference hashtag on Twitter you can use to monitor the conversation? For reference, BIO’s hashtag is #bio2012.
  2. Determine Goal: Do you want to increase followers, schedule additional meetings or dinners, increase awareness of your region? Having a goal will focus your efforts.
  3. Develop a Plan: Pretty simple, but this is critical. The plan should include the tactics needed to help you reach your goal.
  4. Schedule Tweets: We use Hootsuite to schedule tweets. It’s extremely useful in advance of the show so you can still work the show floor. Monitor the conversation throughout the day during the show to see if there’s an opportunity for engagement.
  5. Have Fun: Trade shows are about relationship building and social media is another tool you can use to develop those relationships, especially if you bring out your awesome personality.
  6. Measure and Report Back your Success: The most important takeaway! Did you get an increase in engagement, schedule meetings, did people sign up for your promotion? What behavior did your marketing help influence? That’s what you’ll want to measure and report back to your stakeholders.
Susan Brake

Written by Susan Brake

Susan Brake is Vice President at DCI overseeing the digital media strategy for all the firm's economic development clients. Since joining the company, she has effectively leveraged traditional and social media tactics to reach target audiences for her clients large and small.

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