Tradeshows are excellent networking opportunities for everyone with shared interests, but how to translate that into viable leads? AG CONNECT Expo & Summit implemented a “comprehensive exhibitor engagement campaign” to work with exhibitors before its 2013 show.
The AG CONNECT marketing team met face to face with 23 exhibitors to discuss their pre-show marketing tactics.
The effort began at an exhibitor meeting, 15 months before the show. Over the next 14 months, all 389 AG CONNECT exhibitors received a combination of phone calls, e-mails and voicemails to discuss the free pre-show marketing materials offered by show management.
Of the show’s 389 exhibitors, 54 percent of exhibitors participated in pre-show promotion.
Social media was part of this engagement with exhibitors, in addition to reaching out to attendees. Show news, answering questions and generally keeping in touch with the buzz around the show paid off.
Social media metrics compared to the year before:
• Facebook 3,561 (+704 percent)
• Twitter 4,418 (+310 percent)
• LinkedIn 771 (+194 percent)
• YouTube, 86 videos; combined views 41,730 (+289 percent)
AG CONNECT Expo & Summit
Event date: Jan. 29, 2013
Location: Kansas City, Mo.
Showfloor: 222,755 net square feet
Number of exhibiting companies: 389
Number of attendees: 10,416