The B2B trade show market in the United States was forecast to reach 11.8 billion U.S. dollars in 2023, an increase of roughly 16%compared to the previous year.
This surge mirrors the momentum in the renewable energy sector, particularly with events like RE+. Regardless of their scale, Tradeshows serve as pillars of innovation and networking. RE+ events exemplify this for the renewable energy industry and beyond, drawing the most prominent global audience. As we stand on the precipice of monumental renewable energy growth, participation in these tradeshows goes beyond just showcasing products or attending seminars. It’s about maximizing your experience. In this context, a potent environmental content marketing strategy is paramount.
Tradeshows, large and small, serve as pillars of innovation and networking. RE+ events attract the largest global audience and epitomize this for the renewable energy sector and beyond. As we teeter on the brink of significant energy transformations, engagement in these tradeshows transcends mere product displays or seminar attendance. It’s about curating a holistic experience for all participants. Here is how you can add a dynamic environmental content marketing strategy to your renewable energy show experience.
Tradeshows are perfect grounds for educating and raising awareness
In 2022 alone, three out of four marketers and exhibitors in the U.S. expressed confidence in their trade shows achieving their goals. Attendees and exhibitors invest in tradeshows for educational opportunities and to build awareness and learn about the latest trends, products, and technologies. They both attend and host seminars, workshops, and keynote presentations. They can experience new product launches and innovations first-hand while networking with peers, potential clients, and strategic partners.
With this many people coming to collect knowledge, environmental content marketing is your bridge to engaging more deeply before, during, and after the show. Ensuring your team is bringing brand awareness and striving to ensure everyone walks away with increased knowledge and awareness – that all comes down to implementing a content strategy into your tradeshow plans.
Pre-show content planning
“In the world of exhibitions, it’s not just about the display we build but the lasting impact we make. Think of the spark in the eyes of every visitor from the stories that create the light bulb moments of learning something new. Having a content plan at a tradeshow is about crafting a narrative that resonates, not just at the booth but beyond, in every email, every LinkedIn visit, and every interaction that lasts beyond the great in-person meeting we had. Our mission is to shape experiences, from the first hello to the knowledge that helped us make a shift.” – Denise Anderson-Rivas.
After you have answered all the pre planning questions and painted the picture you want, the following steps are guides on how to incorporate your goals into your pre-show planning. This will include the overall messaging campaign telling people you will attend or exhibit. Anyone attending RE+ events will want to be prepared to engage with others at the show, and creating a digital content marketing strategy will keep you connected to reach your goals.
- Strategizing social media messaging and promotions
- Orchestrating email marketing campaigns
- Planning booth activations, both for email collections and business card exchanges
- Curating content for both print and digital educational marketing materials
At events like RE+, with tens of thousands converging, the spotlight on your team and brand intensifies. It’s a pivotal moment, with attendees eager to learn, engage, purchase, and forge meaningful connections. Ensure your digital content is primed to leave an indelible mark during these high-engagement periods.
Exhibitors can amplify their impact with environmental content marketing
The B2B landscape is undergoing a transformative shift. Research indicates that 89% of B2B professionals turn to the internet to address their specific needs, altering traditional purchasing behaviors to include digital, mobile, and video searches. Notably, over half of these B2B researchers are millennials, a generation that matured alongside the digital age. These emerging decision-makers constitute a significant portion of our target audience, underscoring the importance of a robust digital footprint. This entails offering value-driven content that ranks on Google, resonates on social platforms, and employs both written and visual strategies to engage and influence.
Consider the ambiance of your booth. What sentiment do you wish attendees to associate with your brand? Does your booth encapsulate that essence? What messaging will your campaign spotlight?
Exhibiting at tradeshows offers a golden opportunity to enhance brand visibility, fostering awareness among your target demographic. As exhibitors, our primary goal is lead generation, aiming to identify potential clients, partners, future team members, and seize sales prospects. Tradeshows present a unique platform to garner direct feedback, fortify existing client relationships, and forge new ones. It’s the ideal setting to strategize and harness content to establish your brand as a pioneering force in the industry, shaping perceptions and enlightening your audience.
Brand visibility can significantly boost brand awareness among target audiences when we’re exhibiting at tradeshows. As an exhibitor, lead generation is vital. We want to gather leads, potential customers, partners, and future employees and capture any sales opportunities. It’s a great opportunity to receive direct feedback, strengthen relationships with existing customers, and create new ones. Exhibiting allows the time to strategize and leverage content creation to position your brand as an industry leader innovator and how you want to be viewed in the market and educate those in your market.
For environmental firms, environmental content marketing demands a holistic approach, crafting both print and digital assets that inform, captivate, and bolster sales, partnerships, and business growth. Effective preplanning might encompass team interviews, quick Q&As, recordings, and data-gathering tactics to supercharge your marketing efforts. Equipping your team with the right tools, be it an iPhone, a sturdy tripod, or noise-canceling microphones, ensures you’re show-ready. If you seek a comprehensive plan tailored for your team, reach out to Denise@armarketinghouse.com to get tailored consulting for RE+ or your next show.
Strategies for Optimal Engagement and Networking”:
- Forge Collaborative Alliances: Partner with like-minded entities for cross-promotion.
- Maximize Attendance: Utilize all complimentary tickets to ensure maximum staff presence.
- Strategize Workshop Participation: Pre-assign team members to specific workshops; ensure they take comprehensive notes.
- Evening Networking Opportunities: Consider hosting or sponsoring an event. Ensure team participation in major gatherings.
- Consistent Social Media Engagement: Maintain an active presence before, during, and after the event.
- Initiate Engagements: Extend invitations for one-on-one meetings and group discussions.
- Promote Teach-Ins: Invite attendees to informative sessions and meetings.
- Cultivate Strategic Partnerships: Engage with neighboring exhibitors and emulate successful strategies like the one implemented by SI.
- Access to Resources: [Link to AR product downloads]
- Holistic Social Media Strategy: Plan and execute a robust social media campaign throughout the event’s duration.
- Email Outreach: Implement a targeted email marketing strategy.
- Booth Interactions: Focus on activations and efficiently collect emails and business cards.
Click here to learn about our tradeshow services.
Increased Web Traffic
The event season invariably witnesses a spike in website visits as people research companies, products, and sessions. A solid content strategy ensures you maximize these impressions.
Positioning and Thought Leadership
By providing valuable and insightful content, companies and attendees can establish themselves as industry leaders.
Engagement and Interaction
Content isn’t just about articles or blogs; it’s about fostering interaction, whether through social media, emails, or on-site engagement. LinkedIn has 875 million members. To put that number in context, Instagram currently has over 1.4 billion users, and Facebook has almost 3 billion. So LinkedIn may not be the largest of the social networks, but with a specific business focus, it’s an audience worth paying attention to.
Print Marketing
Your booth should have eye-catching brochures and flyers. They shouldn’t just be aesthetic; they should tell a story, conveying your brand’s values and solutions. Remember, quality over quantity.
QR Codes to Landing Pages
Use QR codes smartly. Have them on your marketing collateral to redirect attendees to specific landing pages. This tactic can track booth engagement while also capturing lead information.
Social Media Posts
Use event-specific hashtags and create posts that showcase booth activities, product demos, and team interactions. Engage with the audience by conducting polls, Q&A sessions, and live feeds.
Leveraging Media Contacts
This is the perfect time to get the media involved. Host exclusive media sessions, release press kits, and conduct interviews to ensure maximum visibility.
Booth Visitors Engagement
Use AR or VR experiences, engaging presentations, or hands-on demos. The more immersive your booth, the more memorable the experience.
Email Marketing
Pre-show teasers, during-show updates, and post-show summaries can keep your audience engaged and informed.
Daily & Night Events
Host breakfast, post-event cocktails, or dinners. Use these to engage with potential leads and industry influencers in a more relaxed setting.
For Attendees: Making the Most Out of a Tradeshow
Tradeshows offer a unique platform for attendees to connect, learn, and grow. However, to truly harness the potential of such events, one must approach them with a strategic mindset. To have the most success as an attendee, the key lies in preparation, engagement, and reflection. Here’s a guide to help attendees make the most of their tradeshow experience:
Research.
Go beyond the agenda. Delve into exhibitor blogs, articles, and social media to understand their latest offerings.
Engage on Social Media.
Use the event hashtag to share your thoughts, post-session summaries, and network with others.
QR Code Scanning.
Scan codes not just for freebies but also for information. They might lead you to exclusive content, offers, or sessions.
Email Sign-Ups.
Engage with content newsletters from exhibitors. They can be a goldmine of post-event recaps, offers, and industry insights.
Environmental content marketing for tradeshows, especially impactful shows like RE+ events, isn’t just a strategy; it’s a necessity. In the bustling realm of renewable energy, it’s not just about being present but about making a mark. With a masterful content strategy, you don’t merely gain visibility; you leave an indelible mark.
Ready to elevate your tradeshow experience? Transform your RE+ event experience.