Know-How Exchange : MProfs PRO Seminar Q&A

I highly recommend the book, "Trade Show and Event Marketing," by Ruth P. Stevens. It's become the bible for trade show marketing. Here's a link to the Amazon site where you can get more information: https://amzn.to/bnl7AI

My first response to this is always that social needs to be broader than the show itself. When you just trot out a tactic for the show, the chances are slim for pick up. However when you add a tactic to an existing social effort (organize a tweet-up among folks already following you or generating exclusive offers for blog subscribers, etc.) then you will be more successful.

As for mobile, don't think of it as a silo'd tactic as much as "the web with your customer." Mobile devices are quickly becoming the show-goers' primary means of connecting to the Internet while on the show floor. So good solid digital strategies should be employed for researching what sites and apps they will be accessing to be visible there, as well as good ol' fashion email marketing campaigns with relevant blasts during the show. (And I do mean "relevant," not just an invite to your booth.)

Having said all this, I've seen some good use of mobile/social with sweepstakes. If the show has a hashtag on twitter, it's easy to tweet out an invite with that tag to "find the hidden item and collect the prize." Foursquare partnerships may be in order, such as the creation of a specific badge for attending your event. Sponsorship of the official show app has worked well. And in certain instances, even SMS has proven successful through an opt-in program.

Hope this helps a bit. It's a rather large subject that requires some serious planning in advance, but it's powerful stuff if you commit to ongoing efforts.

Bob Knorpp