I cannot stress enough about the value of creating show buzz! You know that viral little hum that you hear either prior to the show or on the show floor. You want that buzz to be loud and attract as many attendees as possible. Having this sound also brings in media and higher-level attendees!
What generally happens is this task is left to show organizers. With pleading efforts to exhibitors/speakers/sponsors/media to help spread the word; this often falls on over-worked ears! However, one way for organizers to help with the request to participants, is to have something ready for them to send out! Short-sweet and to the point. Where, when, why and big news.
As a recipient of the announcement, this should get in the hands of Business Development, PR, Sales Staff, and Newsletter lists. This is often a one email blast from a marketing member. The rest of the team should be targeting every one they can get their hands on, at every call, blurb at the end of the email; Come see me at “XYZ show/conference”. This also helps the staff members that may not have time to call everyone to set meetings. Seeing that someone is going to be at the same event you are often sparks that quick “let’s set up something at the show”, text or email. I’ve seen/had this work numerous times on LinkedIn.
Organizers often do countless blasts, promotion at other events, and media trades to get the word out but often it is the true participants that drive the quality of attendees because they are working with these clients all time and/or know who they want to attend. Customers, right? Yes, we say/hear it all the time, we want more customers! Great, who are they? I need names…departments and staff change like socks these days and only individuals working directly with these companies know who is wearing a new logo! So send the organizers lists if you have them, often they will do the leg work and send invites.
Sales/BD teams: When you are having a difficult time getting to see a client, use a show to meet-up. Find out if they are going if you can and if not get an invitation ready to personalize. Often times companies host a meeting room or have one on the show floor. Find out how they are participating and get on the list to meet with them. Making that face-to-face introduction is invaluable and can set the stage for a more formal meeting.
Marketing teams: Invite media, your favorite writers/editors to see what you have and meet with them to discuss why it is important. Don’t be shy to go after the big guys, after all you want your business to grow, and take leadership positions. Having articles written/blogs posted/social media activated – you guessed it you smart marketing gypsies…. SHOW BUZZ and an extension of ROI for your shows.
Gypsies get out there…start the hum…! I love that sound!