Whats wrong with these pictures taken at the SECC in Glasgow at Scothot, “the definitive event for the Scottish hospitality, tourism and catering industry”?
Take a moment to look at them.
Seen it yet?
There are no pointers to social media on any of the stall displays featured! None!
Maybe, being a social media professional, I am especially sensitive to the omission of clear information on a company’s social media streams at trade fairs.
So 5 exhibitors didn’t indicate a Facebook Page or Twitter account on their displays. So what?
Oh, but were it only 5! Of the approx 200 exhibitors I saw none had invitations to their social media streams in the foreground. This seems kind of odd given that a trade fair is first and foremost a networking opportunity. Simply attending the fair demonstrates a a commitment to networking, so why no clear commitment to modern networking globally 24/7. Why no clear commitment to social media?
It’s expensive to update displays with new information. Most companies probably had Twitter and Blog information on their literature instead.
The same thought occurred to me, so I checked a lot of marketing literature. No problem with directions to websites, but the great majority of expensive, full colour brochures failed to indicate social media streams and consequently encourage readers to engage with the company online. Just imagine if they did!
- Many company reps were demonstrating products at Scothot. They could be doing the same for all eternity, around the clock via YouTube channel.
- Many trade fair visitors feel uncomfortable asking questions of reps. Seeing something interesting but that they don’t necessarily fully understand they will appreciate the chance to visit a blog and ask questions there.
- Taking business cards from exhibition visitors and adding them to a database for mailings is one advantage of exhibiting at a trade fair. On social media visitors effectively sign up for alerts on all future developments and promotions by following the company’s twitter account, subscribing to its blog and/or liking its Facebook page.
Tool up for the next trade fair!
Networking is networking, be it face-to-face at a trade fair or online. If you are in for one then why not both?
The next exhibition you attend go with a display and literature fully integrated with your company’s social media streams.
No display should be mounted without at least Twitter handle and Facebook Page indicated. Too expensive to update the displays you have? Then at the very least provide clear directions to social media streams in your marketing literature including brochures, business cards etc.
You might even consider a pamphlet dedicated solely to promoting elements of your social media like a YouTube channel (where ideally you will have recently posted an informative and engaging video clip)
You can try to generate some excitement and interest in the company by creating an online competition that requires exhibition visitors engage with your social media.
For more ideas on bringing your participation at trade fairs and exhibitions fully up to date give me a call. If you doubt the efficacy or relevance of social media generally why not take a look at another post of mine and be persuaded? Is social media for you? Oh yes it is!
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