Between managing production, overseeing supply chains and driving sales, how much time can you devote to marketing your presence at trade shows?
Trade shows offer an unparalleled opportunity for farm equipment manufacturers. These events allow you to showcase your products, engage with potential customers and build long-term relationships.
However, a successful trade show presence requires more than just setting up a booth and waiting for visitors to come. It takes a well-coordinated trade show marketing effort before, during and after the event to ensure you’re attracting the right audience and converting leads into business opportunities.
At Driven Digital, we’ve developed a Trade Show Marketing Package that’s specifically designed to help farm equipment manufacturers maximize their presence at industry events. This trade show marketing package is divided into three key phases: pre-show strategy, during the show strategy and post-show strategy. In this blog post, we’ll briefly look over each of these phases and reveal how your business can capture attention before, during and after the event.
Pre-Show Marketing Strategy
The success of any trade show starts long before the event itself.
The pre-show period is crucial for building anticipation and generating buzz. With a well-executed pre-show strategy, you will stand out from your competitors, build brand awareness and generate more qualified leads.
Website Landing Page
Your trade show marketing strategy should include a landing page. This trade show landing page will be the digital hub where potential attendees can learn about the event, explore featured products and even schedule meetings.
Our team will create a website landing page that’s tailored specifically for your trade show campaign. This web page will not only highlight the trade show, but also include clear calls to action (CTAs) that prompt visitors to register for the event, schedule a meeting or download product brochures.
By focusing on search engine optimization (SEO), we make sure that your landing page is discoverable and ranked by search engines. This will ultimately help you attract more organic traffic.
Website Pop-Up
An engaging website pop-up can be a powerful tool to capture attention and direct website visitors to your trade show landing page.
Our team will design and implement an attention-grabbing pop-up that appears when users visit your website. The pop-up will provide users with essential details about the trade show, special offers or other incentives to visit your booth. Not only that, but the pop-up is also going to feature a strong CTA that encourages visitors to download product information, receive exclusive offers or meet with a specialist.
Blog Post
Content marketing remains one of the most effective ways to engage your potential customers.
As part of the pre-show strategy, we will create a blog post that discusses your trade show involvement and what attendees can expect from the event. In other words, the blog post will highlight the trade show itself, your key products, any new launches and the benefits of attending the event.
By optimizing the blog post for search engines with trade show-specific keywords and phrases, we will make sure that it reaches the right audience.
Pre-Show Email Campaign
Building anticipation with your existing customer base and leads through a pre-show email campaign is a must.
This email campaign will focus on notifying your target audience about the trade show, outlining the products or services you will showcase and offering ways to engage before the show, such as:
- scheduling a meeting
- requesting product information
By crafting personalized, relevant and engaging email content, we make sure that recipients are not only informed, but also motivated to take action before the event.
Google Ad Campaign
Your trade show marketing strategy should include an effective Google Ad campaign to reach a broader audience.
We will create and manage a Google Ad campaign that targets industry-specific keywords. In doing so, your business will be more likely to appear when potential attendees search for trade show information or farm equipment solutions.
Social Media Ad
Social media is a powerful platform for reaching and engaging your audience.
Our team will design and launch an advertisement on the social media platform of your choosing, such as LinkedIn or Facebook. We will target specific demographics within the agricultural and farming industries. This social media ad is going to promote your trade show participation, highlight key products and drive traffic to your landing page.
LinkedIn Article
Publishing a LinkedIn article before the trade show is an excellent way to showcase your thought leadership and expertise in the farm equipment manufacturing industry.
We will create a detailed, value-driven article that highlights the importance of attending the show and discusses what attendees can expect from the event.
Daily Social Media Posts
Building momentum on social media is key to enhancing your trade show marketing efforts.
We will create and schedule social media posts daily leading up to the event. These posts will:
- promote your products
- provide sneak peeks of what attendees can expect
- remind your audience about the trade show details
Each social media post will be crafted to engage your target audience and generate excitement.
During the Show Marketing Strategy
Once the trade show begins, it is critical to maintain momentum and make sure that your marketing strategy continues to drive traffic and engagement.
At Driven Digital, we help you stay front and center throughout the event with targeted trade show marketing efforts.
Blog Post
During the trade show, we will publish a second blog post that highlights:
- the activities happening at the event
- key products
- product demonstrations
- customer testimonials
This content will serve as a real-time guide for attendees who want to know what's happening at the show and why they should visit your booth.
Email Campaign
This email campaign during the trade show is designed to engage those who may have attended the event, as well as those following the event from afar.
The email will provide highlights from the trade show and product demos. In addition to that, it will have a clear call to action (CTA) that invites recipients to schedule one-on-one meetings.
LinkedIn Article
A second LinkedIn article will be published during the trade show. The article will share insights and updates on the activities happening at the trade show, your key products or any new product launches.
This article will continue positioning your company as a leader in the agricultural sector.
Daily Social Media Posts
Our team will continue to manage your social media posts daily throughout the trade show.
We will share updates and post images. These posts will make sure that you stay top-of-mind throughout the event.
Post-Show Marketing Strategy
Your trade show marketing efforts don't stop when the show ends.
In fact, the post-show period is a crucial time to convert your leads into sales and follow up with interested attendees.
Post-Show Email Campaign
Following up with trade show leads is essential.
The post-show email campaign will be sent to everyone who visited your booth or engaged with your marketing during the event. This email will include a recap of the trade show, key takeaways, product offers and next steps for getting in touch with your sales team.
Daily Social Media Posts
Our team will continue the social media post updates daily up to a week after the trade show. We will share:
- post-event highlights
- customer testimonials
- product offers
These social media posts will help maintain momentum and keep your brand in front of potential customers, as they consider their purchasing decisions.
Drive Success with the Trade Show Marketing Package
Trade shows are a significant investment in time and resources, but with the right marketing strategy, they can yield incredible results.
At Driven Digital, we offer a Trade Show Marketing Package that covers every aspect of your trade show campaign - from the pre-show planning and content creation to a comprehensive follow-up after the event.
Ready to elevate your trade show impact? Contact Driven Digital today and let us take the burden of trade show marketing off your shoulders.