Your exhibit space is booked. Your new marketing collateral is printed. But how can you drive more traffic to your booth?

"It starts with engaging attendees well before the event with pre-show marketing and social media," says Marilu McQuilkin, S&A Cherokee's events manager.

Traditional pre-show marketing includes attendee mailings, e-mail campaigns, and placement of ads, advertorials or editorial content in trade publications. Beyond that, you can explore free social media outlets to help ramp up awareness.

Twitter
Create a Twitter account and publicize it via your Web site, marketing materials, e-mail signatures, etc., to gather "followers."

Start posting tweets three weeks before the event, initially every other day. Tell what show you'll be exhibiting at, what your booth number is, who will staff your booth, what you'll be talking about, etc.

Two weeks out, start tweeting once a day with more specific information about what products/services you'll be displaying, your prize drawings, customer appreciation event, etc.

One week out, tweet twice a day. Give attendees a reason to stop by your booth and stay there. Give details of your prizes and solutions/services. Run a contest where anyone who re-tweets your posts is eligible for a prize.

LinkedIn
Start a LinkedIn group specific to your business specialty at least two months prior to the show. According to author Eric Butow, 49 percent of LinkedIn users are decision makers at their companies. This is your opportunity to engage them in conversations about your industry and what the hot topics will be at the tradeshow. Post questions and links to external articles.

Facebook
Open a Facebook account for your business and create an event page promoting your company’s participation. Use status updates to stay connected to your friends and fans, but don’t post blatantly promotional messages or Web links on their Facebook walls. Instead, post links on your own profile or in a note and direct people there.

S&A Cherokee uses a wide variety of communications specialties to ensure our clients are fully prepared to meet the demands of an ever-changing marketplace. Communications needs differ from one organization to another. S&A Cherokee assists with taking control of the communications process and develops strategies that are uniquely customized for each client.

To discover how S&A Cherokee can help you with your tradeshow or social media needs, contact us for a free consultation.