Build a landing page that announces your attendance of the event.
What you need to execute this tactic: a website to host the landing page or landing page design software
Why this tactic: This tactic is your branded announcement that you plan to attend a trade show. It will have all the detailed information regarding both the event and your participation. This page acts as a home base to refer leads, prospects, customers, etc to. It will provide a centralized place to add updates as they become available.
How to execute: At a minimum, you should consider adding the following information to your landing page:
- The name of the event
- The location of the event
- The dates of the event
- A link to the official website
Also consider linking to the floor plan (bonus points for highlighting where your booth will be).
Video introductions are a great way to add a personal element to the page. Take the opportunity to introduce your company or products as well as the staff that will be at the event.
If you are presenting at the trade show, include the title and description, time, location of your presentation. You can also consider including an opt-in box for attendees to receive a text message to remind them of your presentation.
Link to published press releases about the event or your attendance of the event.
If you have any special activities, events, announcements or even just cool swag you are giving away, be sure to tease about it on your landing page. The idea is to design the page as both a promotion of the trade show itself as well as your participation in it.
Finally, include a form where a visitor can request an appointment with you while at the show.
The serves as a concise page with all the important information about the event and your participation.
- Distributed press releases (make sure you link to your landing page from the press release)
- Links to the landing page from other pages of your website
- Social media announcements (bonus if you schedule follow up posts)
- An email announcement to your newsletter
- Cross promotion with other trade show exhibitors where a crossover audience exists
How to know it’s working: The KPI to monitor for this is the number of daily sessions to the page as you promote it leading up to the trade show. Also, if you add in the opt in elements of text messaging or appointments, the number you are getting.