We're at that time of year. "SHOW SEASON".
We've spent months planning, agonising, and possibly even spending money at a rate we didn't know what possible before. For some of us it's the best time of year, for others it's a massive headache, and for me it's one of the best times to build momentum for brands.
What surprised me most when I started out in agrimarketing was the crescendo of excitement, anxiety and hope for events, and how that balloon just seems to go pop as soon as the gazebos and name badges are packed away.
You've quite possibly been there yourself - looking forward to ticking the event off the list and moving on to the next thing.
The reality of what can maximise an events value isn't even the day itself. It can be every day that follows on.
Making the most of the event is obviously priority no1, but gaining long term value is a way to make that (probably) big investment into something that generates ROI not just over 1 week, but over months.
So here are 3 things to adjust and to consider for shows to get the most of the day, and of every other event day you do.
1 - Measure things
Yes, this may be counterintuitive to many of us in a world of handshakes and knowing looks, but capturing a numerical value, whether it's sales, QR code scans, or website visits from the location, this all builds a picture of value. Plus, if you're really capturing data effectively, you can converse with new leads automatically in a way that's relevant.
2 - Capture stuff
I fondly remember working with a brand that previously took 1 photo of their stand before each show and called it a day. What's the really going to achieve besides maybe 1 social post for socials and an email marketing asset? Film, photo, write, and just capture the shows no matter what, and lean into the feeling of the shows. Chucking it down? Make the most of it. Roasting hot? Same again.
By the way, there's no law saying you have to stop using content from a show once the show ends. Events are a perfect opportunity to get all your internal stakeholders in one place to get content from them, and also external names and faces. Plus, this can be used for an extended period after the show, and prior to next year's shows to tee-up interest.
3 - Cross-engage
Everybody going to shows understand how shows work, especially the hosts. So make sure you engage with and tag relevant people. You just never know what added value can be brought about from just being a bit more sociable on social media. It takes 10 seconds to add, and can double your reach. It may even strike up more valuable opportunities too.
If you do these 3 things, you're a lot closer to make the most of a show than not, and you can more than likely justify the spend to higher-ups too.
I'll be at Cereals on Wednesday and Thursday 10-11th June. If you see me, feel free to say hello. I'll even get the coffees.
