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A Comprehensive Guide to Events & Exhibitions

Learn how event and exhibition advertising can raise your brand awareness, increase consumer engagement, and nurture audiences to make a purchase. Read the article completely.

What is Event & Exhibition Advertising?

Event and exhibition advertising is a marketing strategy in which brands target nearby events and exhibitions as a platform to showcase their brand and to engage with consumers in real-time.
These events help the attendees connect with your brand directly. They can test your products, communicate with the representatives, and make some purchases right then & there.
This increases brand awareness, visibility, and recall rate among the target audiences and presents opportunities to forge strong relationships with them.

Statistics about event and exhibition advertising

4 out of 5 visitors to the event are hot leads for brands present there.
99% of marketers claim that direct communication brings them organic and unique results for a long time.
An average attendee spends an average of 8.3 hours in an event or exhibition.

Benefits of Event and Exhibition Advertising

It enhances brand awareness by directly engaging with consumers and event attendees.
Events offer immediate feedback from consumers.
Events and exhibitions are great channels for generating quality leads.
Events are a great platform to launch new products.
Direct communication helps brands strand consumer relationships and follow-up.
Events host several businesses that offer a chance to research competitors.

How do Agencies measure the success of Event Promotions?

This offline method of advertising has no solid matrix to measure the true success of event promotions. However, agencies track the following factors to get rough data on the returns.

Consumer satisfaction through ground survey reports.
Quality of consumer conversation and number of quality leads.
Increment in social media and website engagement.
Increment in revenue and cost-to-revenue ratio.
Number of registrations, sales, and check-ins.

How to Design Effective Event Marketing Campaigns?

The event marketing campaign is an advertising strategy in which brands promote their upcoming events and exhibitions to their existing customers and new potential consumers. This helps consumers to stay updated about the company's events and open new channels to connect. Brands can also track the registrations to predict traffic in the event.
Here is a step-by-step guide to designing an advertising campaign:

Create your ideal buyer persona for improved targeting.
Choose the right marketing channels to connect with your consumers. Such as: Email Marketing, Social Media, Paid Advertising, Content Marketing, Public Relations, Build a website landing page for the event, etc.
Start promoting your upcoming event.
Ask for help from event co-marketing initiators.
Ask event attendees for mouth marketing about the upcoming event.
Track ad campaign results with KPIs.

Challenges in Event & Exhibition advertising

Event costs may increase with increased logistics, staffing, and marketing expenses.
Events often have tight timelines.
Finding the right venue in the events can be difficult.
Staying sustainable and environmentally friendly can be difficult.
Not being able to focus on networking may cost future engagement.

Simple Tips to Stand Out In the Events

Promote the upcoming event through social media platforms, emails, SMS, mobile notifications, and websites.
Keep a professional and engaging stand design to attract new audiences.
Have multiple staff and rotate them from time to time.
Stay attentive throughout the program.
Dedicate a separate area for new products and mark them ‘NEW’.
Let visitors try the products and give immediate feedback.
Communicate properly and make warm relationships with them.
Analyse the event performance and start planning for the next one.

Conclusion

This article has discussed a brief idea of event and exhibition advertising and how it can help brands connect with new consumers. Most importantly, this method provides organizations with real-time value relationships with their targeted audiences. It leads them to unique and strong results in the long term.
Interested in promoting your business in an event? Connect with Vigyapan Mart now!