The goal of participating in a trade show is not only to strengthen your existing relationships but also to expand your network and introduce your product or service to new clients and partners. One of the best ways to make the most of any event is to ensure your strategy includes the use of your social network—Facebook, in particular.
By leveraging the following you already have on Facebook and other social media, you will be able to generate important buzz and interest about the trade show and your presence there before the event even begins, ultimately improving traffic to your booth.
Here’s a guide to the best use of Facebook before, during, and after the event.
Before: Publicity and Buzz
As soon as you have your trade show schedule and booth number information, set up an “Event” page on your Facebook. This lets your clients and prospects know you are going to be there, establishing yourself as a player in the industry while also giving you the opportunity to invite them to visit your booth.
Once clients respond that they will be attending, suggest personal meetings to introduce new products and services.
During: Engagement and Updates
Even if you are busy with visitors at your booth, take the time to snap a few photos to post on your Facebook page, making sure to tag any and all companies and clients that attend, spreading the word about your presence. Providing updates on topics addressed during meetings is helpful to those who are unable to attend.
Most importantly, make sure you ask visitors to your booth to “like” your Facebook page so that they can receive news about your company after the event. One of the best ways to encourage this at a show is to offer a bigger giveaway only to those who receive a special trade show code through your Facebook updates.
Take the time to network with your fellow exhibitors. By engaging with them and getting them to connect online, you are opening the door to strategic partnerships in the future.
After: Follow-Up
It’s essential to follow up with clients after a trade show. Facebook gives you the opportunity to nurture a real dialogue. Set up a post-show Event page, where you can gauge what guests’ thoughts were on the gathering and your booth and presentation. Ask those who respond positively if they would like to make an appointment to further discuss your product line. Post more photos on your page after the event that demonstrate the show’s success, the attendees, and plans for next year.
