Big industry events can feel like a game of visibility: who has the biggest stand, the flashiest booth, or the boldest giveaway?
But here’s the truth – to really stand out it’s not all dependant on your presence on the show floor.
By adopting a clever mix of creativity, visuals and a well strategized deployment plan, a wider campaign can help you get the best return on your investment.
With the right mix of digital tactics, you can take your exhibition messages and campaigns beyond the show floor. Let’s explore why and how you can bring in your wider audience and ensure your brand gets noticed, beyond your physical stand.
Why invest in your digital presence?
Investing in your digital presence helps boost your brands visibility at a strategic time. Before, during and after the event, as well connected campaign builds credibility, drives engagement, and creates more measurable opportunities for growth.
Importantly it drives people towards your owned platforms, whether that is your stand or your website.
With exhibitions you never know who is going to pop by your stand, but digital campaigns deliver more specific results:
- Pinpoint targeting – reach only the audiences that matter
- Trackable ROI – get the data on what’s working
- Lead generation – build connections beyond the event week
- SEO lift – boost your visibility long after the show
- Guaranteed eyeballs – have your name seen beyond the physical stand
- Smarter spend – options for every budget
- Use repurposable content – create talking points by using videos, interviews, and articles that keep working for you. It is important to remember that content is not a ‘single-use’ item. Develop insightful content and it can be used repeatedly across different platforms and spark conversations when they matter.
What tactics should you consider?
Here are some top tips for boosting your digital presence and gaining brand awareness beyond the show floor. All of these can be deployed during events to connect and extend your message:
Own the spotlight with video interviews
Step into a professional studio, sit down with an industry editor, and walk away with a polished interview that runs on a top outlet.
Go hyper-targeted with digital campaigns
LinkedIn, Google, Schibsted in Norway – wherever your customers spend time, you can be there too. Define who you want to reach, set the budget, and let precision campaigns do the heavy lifting.
Make news travel further with sponsored articles
Got something important to say? Place it directly in front of your audience during the conference. Speak with the media sponsors of an event and ensure your updates land with the right people at the right time.
The takeaway
A physical stand might look impressive but supporting it with a connected and strategic digital presence gives you additional opportunity, flexibility, and quantifiability. By choosing the right mix of media and messaging, you can push your brand beyond the show floor, reach the right people, and make your event budget work harder for you.
