“Many a small thing has been made large by the right kind of advertising.” ~ Mark Twain
As members of the modern world, we all have one thing in common: we almost never leave home without our phones. From a marketing stand point this is great news, because we always have a way to reach out and share information with perspective clients. At trade shows, mobile ads can be be an excellent way to drive traffic directly to the booth. Utilizing mobile ads is a budget-friendly way for exhibitors to get their message to attendees. Geofencing, IP targeting or social sponsored ad placements are all effective means of marketing in the event space.
IP targeting is like a digital direct mail campaign and can be a great engine for attracting leads. It uses individual IP addresses, allowing targeted advertising to specific households and businesses. It can work as a list builder and be an important part of an exhibitor’s initial client outreach.
As social media continues to grow and evolve as one of the top methods of communicating in our society, social sponsored ad placements continue to be a beneficial way to build brand recognition and continue outreach with prospects.
Mobile ads sent based on geofencing, which place a virtual boundary around a real-world location, are a great way for exhibitors to get their message directly in the hands of attendees. Using the geofence, they can prompt mobile push notifications, trigger text messages or alerts and send targeted advertisements on social media to get attendees to their booth or launch event.
Here are five tips and reminders when utilizing mobile marketing at trade shows.
1. QUALITY OVER QUANTITY
No one wants to be bombarded with repetitive ads. Be smart and particular in your advertising and avoid being redundant.
2. EYES ON THE PRIZE
Exhibitors do not want to miss out on a launch! A great way to get butts in the seats is to offer incentives. Prizes and giveaways are a surefire way to get people where you want them when you want them. Simple, inexpensive raffles and other incentives can pack the house, if the buzz on the street hasn’t already done so.
3. USE THE TECHNOLOGY AVAILABLE
The use of routing algorithms can help people who have seen your ad find the fastest route to your booth. Exit surveys can be a useful way to immediately see if your event was well received.
We live in a digital age where calculating ROI and making data-centric decisions have become commonplace. Fortunately, tools exist that aggregate and analyze user engagement, conversions and brand lift, all measures of ad performance and effectiveness. Leverage these tools and understand the accompanying metrics in order best optimize your campaigns.
5. LEAVE IT ALL ON THE FLOOR
The key to ALL of this information is that once you have attendees where you want them, you better make sure you’ve brought the goods to keep them there. Providing exciting, innovative booth experiences is always your biggest key to success.
Great quotes stand the test of time. Although Mark Twain could never have imagined mobile marketing as a sales prospecting and engagement strategy, he was right nonetheless: “Many a small thing has been made large by the right kind of advertising”. For the modern age – go mobile, or go home.
TPG Staff Writers
We would love to consult with you about the right mobile marketing strategy designed to increase engagement and conversion rate at your next trade show or special event. Please write us through the contact page above, or call us at (630) 353-1300.