By Rebecca Whitlocke
PHOTO: MC CLIC
EXHIBITOR LISTS 1.
Review the show exhibitor lists including exhibitors, participating yachts, main sponsors and media so you know who is attending and where to find them. The exhibitor lists can be found on the official website, so you can plan your days.
2. THINK ABOUT MOBILE
Make sure your website is mobile responsive, it loads quickly and your marketing communications are formatted correctly on all devices.
3. CLIENT-FACING STAFF
Educate your temporary promotional staff about your company products/services!
I don't care if they're good looking or speak 4 languages – they should be able to clearly communicate what your company offers. Your stand is your shop window and may be one of the first impressions that a prospect has with your company – it’s vitally important to have knowledgeable people there to support the technical expertise and attendance of your company.
4. Before you distribute your company contact details at the show, double check your social media buttons on your website are ACTIVE and LINKING CORRECTLY to your social media pages. If not, delete or deactivate the buttons from your website.
R E B E C C A W H I T L O C K E
Regular social media activity keeps your brand alive and tells your prospects and search engines that you are open for business
5. VALUE THE TIME THAT PEOPLE INVEST IN JOINING YOUR EVENT/SEMINAR/PRESS MEETING:
Avoid sending out press invitations last minute because media have busy schedules! With hundreds of exhibitors at boat shows, pre-plan far in advance to maximise your PR/media opportunities.
The most successful digital marketing combines technology, tools, engagement and user experience.
6. THE A, B, C OF COMMUNICATION
ATTRACT
What are your methods to attract visitors to your stand, and how do you engage with them while they're there?
What are you providing at the show that they can't already get from you?
BRANDING
Is your brand identity visible and clear? Your company logo/brand colours should be consistent across your website, social media and marketing.
COMMUNICATION
Decide the best platforms or channels to communicate your attendance. Include your exhibition booth number, days/times, QR codes and a map (if relevant).
Not everyone will be able to visit your stand due to scheduling conflicts, so any prospects can be sent : A slide deck with key information A demo video Downloads or technical specs for products
7. FOLLOW-UP
Suggestions for ‘call to action’ activity:
Contact us here... Learn more by visiting our website/LinkedIn page etc... Join our mailing list...
What are the actions you want visitors/prospects to take, and what are the outcomes you want ?
8. UPDATE YOUR LIN
The easiest way to update personal profile is to down
1) On desktop, click on 'Me LinkedIn profile page.
2) Go to 'View Profile'.
3) Click the 'Resources' but
4) Click 'Save to PDF'.
Now you can review and u
STEP 1 AND 2
STEP 3 AND 4
KEY POINTS: CONNECT, ENGAGE & IMPROVE
S H A R E D
E X P E R I E N C E S
Yacht shows are a huge driver to CONNECT the yachting community.
R E T H I N K I N G
M A R K E T I N G Opportunities to create new content, build trust & ENGAGE with yachting clients.
S Use data & feedback across channels & devices to adapt & IMPROVE marketing.
