Post contributed by guest writer: Rebecca Weisenhoff, Digital Media Marketing Intern
Using your event website and social media pages to promote the ChirpE Attendee Acquisition Widget (AAW) to exhibitors is a great idea . It is equally important to get the timing and presentation right to ensure that your promotional strategy is effective. Here are a few tips to maximize your ROI from deploying AAW for your event.
Promote on the event website
Ensure that the Attendee Acquisition Widget information resides in an exhibitor-only section on the show website. Since AAW is an exhibitor tool, it is necessary for the information to be immediately accessible to exhibitors on the pages they are familiar with. AUVSI did this successfully by highlighting the widget with a brief description and link on the “Exhibitor Tools” page on the event website.
For AAPEX 2013, the show management is promoting the Widget in a to-do list for Exhibitors located on the homepage sidebar, making it instantly visible to the exhibitors and making it easy for them to “Get the Widget”.
To encourage exhibitors to place the Attendee Acquisition Widget in an important and high-visibility location on their site, the 2013 NSC Congress & Expo team has placed their own widget on their event homepage. As a result, they are seeing outstanding interaction and adoption rates.
Highlight exhibitors who get it right
Showcase exhibitors who have maximized the display of the widget on their own website to encourage other exhibitors to learn from, and emulate their success. How do you gauge if an exhibitor has got it right? Here are some things to look out for:
– The Widget is placed in a prominent location on the screen.
– It is placed not on just one or two pages, but across the website, including the home page.
– ROI reports consistently reflect high visibility and interaction for their Widget.
Promote on social media
Social media messaging is an indispensable and often overlooked tool for promoting the Widget. Irrespective of the vertical they belong to, all modern organization expect to receive information and updates from the show management on leading social media sites. Neglecting to market you tech tools on Facebook, Twitter and LinkedIn will result in numerous missed opportunities to reach out to exhibitors. Make sure that your posts are informative and supported with visuals. If the message is too short, such as a simple post that says “Get the Widget”, your audience may not understand what the Widget can do for them and will not be compelled to act.
Last but not the least, posting once on social media is never enough. Consider posting multiple times, each time highlighting a different feature and how it can help exhibitors boost their ROI from the event. All these techniques have been tested in the marketplace and the consensus is that social networking, when implemented correctly, is a powerful tool to reach exhibitors and significantly increase engagement.