When it comes to trade shows, you’re in it for the sales conversions. You want brand interest, booth traffic and post-show deal closers. And preferably all at once, as September buzzed with end of quarter expectations with Print 17 and LabelExpo Europe on the radar.

How to convert expectations into relationships? There's never a true sales conversion guarantee, but that shouldn't stop you from having some funnel fun along the way. The broadening of the communication matrix made sure nearly everyone is an influencer on their channel of preference. That's why an omnichannel communication strategy comes in handy - before, during and after the show. Target your leads, entice them with the right content at the right time on the right channel.

(pause for effect and applause)

What omnichannel tools are at your disposal?

PRE-SHOW - digital

Mailers. A powerful tool when wielded properly. Alert your audience that you’re coming and illustrate what you have on show for them (segmented databases people!), where they can find you and what would be the best time for that visit. Insert a clear call-to-action, slap on a catchy subject line and make it worth their read. Reading time wasted = slot booking miss.

PRE-SHOW – in-house online content

In-house - Most research is still done online, people will look at your website. And you may have a nice, responsive design, but are you feeding the pages with content properly? No value, no people, no clicks. So, add a blog, upload news on the news section, update the career page and make sure to add pictures from your recent events. 

DURING - social

There is little time for checking your mails or doing some in-depth website research when you’re roaming the halls. But somehow one always finds the time to check Twitter and/or Facebook (Wi-Fi/4G willing).

-       Work the FOMO – use the show hashtag to promote your services.

-       Work your social referrals. Someone is promoting your guest presentations? A simple thank you and RT can prove very effective in drawing in others. Plus, it could be the start of new contact relationship.

@printmediacentre is an avid promoter of all her event speakers on her social channels. She built a #printerverse community on the interaction she established with peers. And it worked - full house at her #print17 booth all day long.

- Work those partners - put your social buffs together and make them work the channels harder.

-  Work customers passing by. Thank them for the support, don’t pass on the photo opp!

AFTER - print

- Make the experience a lasting one - get it in print.

As the total number of printed editions issued declines, its intrinsic value increases. Opt for a key clipping for your sales to show potential prospects. How about some coverage in the Print Daily - surely the experts can’t be wrong? The press is your key catalyst to your audience – proper information, key visuals and a regular outreach may put you on the agenda of some of the industry’s leading influencers. And might get you in a lasting tactile print experience. (my bag was overweight because of the paper I brought back – a small price to pay to the print gods.)

- Got some marketing budget? Go for a personalised beer bottle to wish someone a happy birthday.

The efforts may seem scattered, but I assure you they were not. Each activity served the event ROI.

So, you see, you’re not just “participating in an event”. You’re engaging with the community, raising your profile, forging relationships - one activity, one channel, one handshake at a time.

Visiting both a US and European trade show in the same month felt as a blessing. I had the most rewarding interactions with people, some of them I had yet to meet face-to-face. I rushed the halls, but taking the time to meet/greet people has enriched the whole experience and sparked new conversations that in turn generated new opportunities. That is the kind of ROI that warms the soul, feeds the mind and pushes the drive forward.

Dave Hultin put it beautifully in his #print17 wrap-up: There’s a real person behind every online connection. The pleasure was all mine, Dave.

More of this. Soon. Please.