We're well into the autumn exhibition season now, and our clients are out and about at all kinds of construction-related events. One highlight for our clients was the Energy Event at Birmingham's NEC, with our clients reporting how the event's highly targeted approach and high quality conference programme attracted visitors with a keen interest in energy issues: people ready to learn about the latest thinking in energy efficiency, who wanted to take steps to make their organisations more sustainable.
The two-day event is described as the country's leading event for energy and utilities professionals, and it certainly drew the big names. With speakers from Network Rail, Costa Coffee and JCB, industry was well represented, while headline speaker Dame Frances Cairncross DBE, economic adviser and former management editor of The Economist, emphasised the link between the 'green' imperative and its impact on the bottom line.
There are dozens of construction exhibitions being held in the UK every year. Click here for an up to date list of exhibitions.
Of course, as marketers we were delighted to see good old Maslow and his famous Hierarchy of Needs cropping up in a session by head of energy and environment at SMS plc , David Snow. In his seminar, David applied the principle of 'Must Haves' and 'Nice to Haves' to the matter of compliance with the Energy Savings Opportunity Scheme (ESOS).
One thing that was apparent at the Energy Event, though, is that despite the explosion of digital marketing activities, there's still much to be gained from meeting people up close and personal in the real world, forming a bond, building relationships. And it was very noticeable that there are still plenty of companies out there with budget to spend on this very traditional marketing activity.
But with stand costs, marketing collateral, accommodation, travel, staff costs, and all the rest of the hoop-la, the costs can rack up. So how can exhibitors get the most out of the expense of going to a show? With the autumn exhibition season upon us, how can marketing managers make sure their message doesn't sink without trace as soon as the stands are broken down - without further adding to the event's budget?
Here are some ideas to make sure you get more from your exhibition attendance:
1) Social media
Costs nothing, apart from time. Announce your attendance, and talk about what you'll be showing. Even better, if it's a product launch you'll be able to give tantalising teasers and work towards a big unveiling of the new technology, product or service on the launch day. Post before, during and after the event, and remember to include some pictures to create a rich and interesting news feed. Crucially, include the event's hashtag and twitter handle to join in the wider conservation about the event and its themes.
2) Digital press lounge
Most shows now feature an online press lounge, and what a blessing they are, if you remember the days when carrying around piles of hard copy press packs was the norm. Exhibitors have the opportunity to upload news, case studies and product brochures for press to access at their leisure, so make sure you make full use of this service. Include images at print quality (300dpi at A4) but keep file size as small as you can, and make sure you give files clear and easy-to recognise names.
3) Press briefings
A great way to familiarise yourself with the people behind the key trade journals, and get them aware of your company, your industry expertise, and what's going on for you at the moment. It's a useful opportunity to talk about new products and technologies - in fact, it's the ideal time to generate press interest in a new product, and will help you get your news into the event write-ups. This is probably a good area to talk to your PR or marketing agency about - the chances are, they'll be talking to the trade journalists and editors already about scheduling time at the show.
So if you're exhibiting at one of the autumn shows, make sure you've got these bases covered. For remarkably little time and cost, they can help you get your messages out there. If you'd like to talk to us about how to merge online activity with more traditional marketing techniques and marketing strategy, get in touch.
