Author: Oser Communications Group

How To Gain Brand Awareness Through Trade Show Marketing

Written by Oser Communications Group on May 30, 2024. Posted in Trade Show.

If you’re worried about how to gain brand awareness through trade show marketing, develop a marketing plan specific to your brand’s booth. Any brand awareness generated by a trade show only happens when people know that you’ve got a booth at the trade show and, out of all the other booths, it’s the one they should visit! Here’s how.

Foolproof Guidelines for Trade Show Marketing and Brand Success

These trade show marketing guidelines are the latest strategies on how to gain brand awareness through trade show marketing.

Develop Digital Marketing That Engages Instead of Promotes

Create a brand management calendar that schedules social media and industry forum posts, along with relevant tradeshow hashtags that promote your appearance. Your posts should include reminders about the date and time of the trade show, directions to your booth, and any demos or incentives you plan to provide.

However, make the posts interesting instead of salesy to excite existing customers, prospects, and even industry colleagues about visiting your booth.

Think Beyond Social Media

Digital marketing means more than interacting with an audience on social media. Reach out to existing customers with email invites and make sure anyone who visits your social media page and website can find info on the trade show as well as sign up for an invite or email reminders. You can even create a website for the trade show or build a page about it on your existing website.

Develop a Booth Design That People Can’t Resist

Booths that combine sales support and creative marketing stand out at a trade show and play a massive role in how to gain brand awareness through trade show marketing. Remember, marketing happens during the show, not just before it. Here are some booth design tips:

Place your brand name and logo at the top of the booth so people can see it from anywhere in the venue.
Provide an eye level description of your brand’s purpose along with details about your products or services.
Make sure everything from the colors to the fonts on your business cards match your brand image, because effective sales and marketing derive from images more than words.

This is one of the best ways to increase brand awareness!

Never Stop Telling the World Where You Are and What You’re Doing

Because you always need to be marketing, let the rest of the world know what’s going on at your booth in real time via social media posts that include photos. This will build brand awareness because it shows you’re a brand that remains present with its audience.

Do some experiential marketing and ask for follower input. These photos and posts will also help promote future trade shows and your brand in general.

Contact the Leaders in Trade Show Advertising

Oser Communications Group defines the standards of trade show success. If you want to know how to gain brand awareness through trade show marketing, our trade show dailies and other publications can help. Contact Oser Communication Group at 520-721-1300 for more information.

How to Incorporate Experiential Marketing at Your Trade Show

Written by Oser Communications Group on April 30, 2024. Posted in Trade Show.

Trade shows are the perfect opportunity to use new marketing techniques to attract your prospective client base. Experiential marketing is the newest trend and emphasizes the holistic experience customers have with brands, not just moment-to-moment instances. This article will cover some tips for integrating experiential marketing at your trade shows to get the best return on your efforts.

Experiential Marketing: The Basics

Experiential marketing, or ‘participation marketing,’ is a marketing approach that focuses on creating a unique experience with your brand. Engagement marketing is especially potent for trade shows because your booth provides opportunities for event-based marketing and interaction with prospects one-on-one, providing hands-on brand experiences of your products and services. Successful organizations understand how to best leverage their assets to create memorable experiences for their prospects.

Integrating Experiential Marketing Into Your Trade Shows

Below are some expert tips on how to integrate experiential marketing into your trade shows.

Identify Audience

The first step with any marketing effort is identifying your target audience. Casting your net too wide wastes marketing resources when a more focused approach has better returns. You need to thoroughly segment your prospective clients so you understand their unique desires and needs. That way, you can tailor your experience specifically for them.

Focus on Brand Story

Experiential marketing is so useful because it can translate a brand’s identity through storytelling. Storytelling is powerful as it gives your brand a sense of place and identity, differentiating it from others. Connecting with customers through storytelling is how you build a personal and emotional connection with prospects. Your company’s story is a constitutive element of its identity, and you should lean into that element with your marketing materials.

Messaging Consistency

Brands operate marketing through multiple mediums, so it is important that the different channels complement one another and express consistent messaging across marketing formats. One way to think about it is that your various marketing mediums should feed and flow into one another. This can be achieved through simple concrete design elements, such as texts, fonts, and colors, or through more abstract elements like themes and visual imagery.

Don’t Forget Social Media

Social media is one of the greatest tools for immersive marketing experiences, as it allows for a level of personalized engagement that other marketing mediums lack. Social media not only allows you to connect with your customers but allows customers to connect with one another, sharing their experiences with your brand and their stories. This allows the formation of a vibrant and engaged community under your brand, creating more interactive brand activations.

Trade Show Marketing

Getting the right prospective clients is all about crafting the right kind of trade show invitation. If you would like to discuss your experiential marketing efforts for trade shows or want to discuss marketing strategy, contact Oser Communications Group online or call today at (520) 721-1300 to schedule a consultation session!

Understanding Customer Life Cycle in Trade Show Marketing

Written by Oser Communications Group on April 30, 2024. Posted in Trade Show.

Traditional marketing efforts focus on defining the customer experience lifecycle through the marketing funnel—i.e., the steps that guide a potential customer into becoming a loyal paying customer. However, people’s consumer relationships are more complex now, signaling a need for a new understanding of the customer life cycle.

This new life cycle emphasizes how consumers engage with brands in a continuous and cyclical manner, going from exploring to buying to engaging back to exploring. Read on to learn more about this paradigm shift in client lifecycle management.

Send a message today to discuss trade show marketing by Oser Communications Group!

Trade Show Customer Life Cycle Stages

This understanding of the customer life cycle can be broken into four distinct customer journey stages that feed into each other:

Discovery
Exploration
Purchase
Engagement

Successful organizations are ones that pursue their best prospects to maximize returns, so your marketing scheme should focus on cultivating their journey through the customer lifecycle phases.

Discovery

Trade shows are all about discovery, with hundreds of potential customers walking past your booth. Trade show visitors are there for a specific purpose, so you need to tailor your presence to meet their objectives and goals. The key to attracting attention isn’t just grabbing whoever walks by. Pinpointing your best prospects helps identify your brand and differentiate yourself from the competition, making them more likely to engage in discovery with your products or services.

Exploration

Trade shows are the perfect opportunity to give potential prospects a means to explore your offerings. This can be in the form of brochures, video presentations, and, the best option in our opinion, hands-on demonstrations. At the very least, your marketing spiel should contain an overview of your product, why it fits their needs, and how the product reflects your unique brand identity. This step of the consumer lifecycle process leads to purchasing.

Purchase

The next step of the customer life cycle is moving them to make a purchase. Your trade show booth can contain a private section for one-on-one customer sales. The trick to getting sales at a trade show is to work your prospective clients beforehand through things such as digital marketing, email blasts, and even direct mail advertisers. However, you should never be pushy about sales. All you need to do is sufficiently demonstrate how your product solves their problems and let the marketing do the rest.

Engagement

Engagement is a continual process that diffuses into the entire marketing life cycle—it doesn’t stop after they make a purchase. Engagement can take many forms, such as post-sale follow-ups and customer nurturing through loyalty efforts. Engagement should lead to more customer discovery, which starts the marketing cycle over again.

Your No. 1 Source of Trade Advertising

Companies rely on their marketing for creating a lasting impact and boosting their online presence. Contact Oser Communications Group online or call today at (520) 721-1300 if you have any more questions about the customer life cycle or lifecycle marketing strategies for trade show advertising!