Taking Digital Content to the Trade Show

Recently a client of mine was attending a trade show for a selected group who could use his services. It was not an audience that was his “bread and butter” but a crowd that could help him seriously expand certain areas of his business. As usual, he packed up his trade show display, business cards and brochure.  But this year, he took something else along.

I had been working with him for some time on his blog posts and I suggested that for this newer audience, we create a special handout featuring the content of the blog directed at this audience on how to select services they need. The article was not an advertisement, but a piece with valuable information that would help the trade show attendees compare my client against others they would meet. The one-page, 8-1/2” x 11” handout was branded with his logo, picture and contact information but the content itself was extremely objective. Nevertheless, by distributing the content, he established himself as the authoritative source on vetting service providers and competitors.  

The client was happy to have something to give away other than marketing materials or a novelty trinket and those that stopped by his booth appreciated the forthright information in the piece. The best part for the client was that the content had already been created…on his site.

I think many companies fall prey to underutilizing the content they already have available to them, especially if they are going to a trade show and already have an amazing booth. The booth should say it all, right? Well, maybe, but most companies don’t change their booth as quickly as their industry changes. Your digital content, on the other hand, can keep up with regulatory changes, emerging trends, etc.

Before you head off to the trade show, take your marketing efforts a little further…

1. THINK about what kind of information the trade show attendees will most be seeking from businesses like yours and what kind of information your company can specifically provide that will inform, surprise or impress them.
   
   
2. SEARCH for the information in your digital cache.
   
   
3. PRESENT it for display or distribution at the trade show in the most effective way, depending on the type of information you are working with.  

For example, if you have a blog, you already have the fundamentals of a great addition to your trade show display or booth. You can repurpose selected posts by presenting or distributing them at the trade show…

• As a branded, pdf handout
• As a few, summarized main points on a banner, poster or novelty
• As a brief guide, booklet, or handout for customers to use as a guide that summarizes a series of related posts
• As a slideshare or powerpoint presentation that loops continuously
• As a video presentation
• As an infographic, on a table top display or banner
• As your own particular novelty item, sharing your wisdom (ex., a deck of cards, a USB, a paperweight, work of art, flag, t-shirt, etc.)

Before or after the event, those related blog posts can even be summarized or “teased” in social media to interest the audience leading up to the event.

The moral of the story is to never forget the information you have out in cyberspace as you’re packing up for the trade show. You don’t want to miss the chance to tell the trade show attendees what they are wanting to hear from companies like yours.

Guest blogger Karen Dix is the owner of Big Ideas Writing, a content strategy and marketing firm that helps businesses find their most effective messaging to reach their marketing goals.