www.tradegroup.com

1. Digital PR for trade shows
Stand Out in the Crowd.
Copyright 2013 The Trade Group 1
www.tradegroup.com

2. What is Social Media?
1. Websites and networks where
people connect to
communicate and network
2. The idea that people are now
the media – and that changes
everything!
Copyright 2013 The Trade Group 2

3. What is Digital PR?
1. Goal: Targeting Influencers
2. Example: Getting a blogger
who has 500 subscribers to
blog about what you’re doing
3. Social Media and Digital PR go
hand-in-hand. Many of the
same strategies apply to both
of them.
Copyright 2013 The Trade Group 3

4. Digital PR Before the Trade Show - Attract
• Event Website
-Very simple 4-5 page website for your event within
a larger conference
-Gives people more information specifically on
your company and booth
Copyright 2013 The Trade Group 4

5. Digital PR Before the Trade Show - Attract
• Press Releases/PR
-Write and distribute press releases
-Use traditional media AND online PR
- Your goal is to get people to notice your
company’s name up front within the show
information
Copyright 2013 The Trade Group 5

6. Digital PR Before the Trade Show - Attract
• Social Media Buzz
1. Set up a hashtag
2. Create a Facebook event
3. Advertise on Facebook
4. Use LinkedIn groups to
spread the word and help
educate
5. Email marketing event
reminders and follow-ups
6. Videos
Copyright 2013 The Trade Group 6

7. At The Show - Engage
Catching a buyer’s attention and
obtaining targeted foot traffic is the
single most important goal.
• Get them to Like via text
• Live Tweeting
• QR Codes
• Pocket Pics
• Contests
• Social media games
• Leads
Copyright 2013 The Trade Group 7

8. Post Event
• Add to Circles on Google+
-branded pages for businesses and
other organizations
• Upload slides to Slideshare
• Multiple channel follow-ups
• Maintain relationships with bloggers
• Follow-up emails
• Analyze event results
-How did you do? What will you do
differently next time?
Copyright 2013 The Trade Group 8

9. Case Study – IBM “Sweet Tweets”
IBM decided to put a creative spin on
traditional ideas by setting up a candy
shop at their trade show exhibit and
encouraged people to use the hashtag
#sweettweets.
• Goal: Create 500 leads
• End Result: Left with 1200 leads
By using a broad attractor (candy) and
creating a buzz with the hashtag, IBM
was able to attract a wide audience
and obtain an abundance of foot
traffic.
Copyright 2013 The Trade Group 9

10. Top Three Digital Trends For 2012 And Beyond
1. An identity-based ecosystem
-Today’s internet experiences are being more and more
driven by personal identity.
2. Content creation and aggregation
-How can we find the best content and put it all together in
one place?
3. Video = Web + TV + Mobile
-It is good to provide videos that allow for people to
choose from interactive options.
Copyright 2013 The Trade Group 10