Formerly WebStrategies Inc
Shelly Goodman
18 Jan 2023
Trade shows are back and based on our experience at Pack Expo in October, we expect record numbers of attendees for 2023 equipment manufacturing events. Attendees are eager to see products in action and talk to experts whose products and services can streamline their industrial processes, improve their output, and reduce production expenses. Equipment manufacturers hosting exhibits say meaningful relationships are built when they can talk directly with buyers and clearly demonstrate the value they offer.
While trade shows are energizing, you’ve likely experienced sensory overload with the creative ways exhibitors vie for attention. So as an exhibitor, even if you are in a large booth with a good location, interactive exhibits, and top-notch giveaways - how can you be sure you are reaching your best prospects? Digital marketing before and after the event will improve your connections at the show and extend your reach for months beyond.
Connecting with targeted prospects before and after the show through digital marketing channels increases the likelihood that the prospect will find your booth and then remember you after the event. Trade shows are simply too expensive to leave a prospect untapped so here are some techniques to maximize the ROI:
Keep socially engaged with several posts on your company’s social media pages each day. Livestream on social channels to share the excitement and remember to show not just yourself but other innovative exhibitors and clients who come by to say hello.
Track who you speak to. However you engage with the exhibitors at the event, get their information! For example, use a prize drawing that visitors can enter by scanning a QR code with their phone. By entering the contest they can submit to being contacted by your company so you gain a channel for ongoing communication with leads.
Now that you have a list of attendees, customize email communications to their interests. Set up campaigns with your email system or CRM to regularly touch base with the prospective buyer by providing valuable content they can use, whether or not they purchase from you. Position your organization as the expert in the field and prospective buyers will trust the relationship that is being built as more than a competitor who is solely driven by the next sale.
And of course, schedule the follow-up phone calls. Plan several check-ins over time, with detailed notes in the CRM so you’ll never lose track of the customer status in the buying funnel.
Trade show marketing for manufacturers needs to include a robust digital strategy to extend the budget well beyond the days of the event. When it comes to managing the leads gained, a CRM will automate sales and marketing tasks and build the prospect base for ongoing communication to move prospective customers more easily through the buyer’s journey. Most importantly a CRM will keep good leads from slipping through the cracks over time.
Manufacturing Marketing Strategy
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