| MAY 2010
20 TAKE-AWAYS FOR TWEETING ABOUT YOUR TRADE SHOW
More and more, trade show marketers are relying on Twitter as an integral element of their communication strategy. From sharing information pre-show, to tweeting onsite to keeping a community engaged between show cycles, this form of micro-blogging offers some real benefits to those who know what they’re doing. Here are a few obvious and not-so-obvious tips you can use to get more from tweeting.
1. Share news that will empower your followers, i.e. tips about booking inexpensive travel, avoiding reg lines, navigating a trade show floor, finding good convention center food.
2. Share news that demonstrates to your followers that you know and care about their industry — not just about getting bodies on your show floor. On that note, remember…
3. Twitter is a community, not just a one-way conversation or broadcast channel — actively engage your audience.
4. Be prepared for your event. Use websites like Social Oomph to write and automate some of your onsite tweets in advance.
During your show:
5. Alert attendees about exciting new products and services on the trade show floor and where they are, include company name and booth number.
6. Use Twitpic. Followers like to see photos of the products, speakers, events, etc. you are talking about.
7. Share a speaker's quote. If a keynote or seminar speaker says something brilliant, controversial or even ridiculous, tweet it.
8. Monitor out what others are tweeting about the event and interact with them. Respond to replies and engage followers.
9. Show it off. If you can accommodate the AV, display live feeds on large monitors in prominent spots around your event and at the front of seminar rooms. This gives your entire audience the ability to participate in the Twitter experience.
10. Rant and rave (professionally!), which stimulates conversation.
11. Inspire exchange. Don't just post, ask questions. Stir up a conversation amongst both attendees and remote tweeps following your event.
12. Use full sentences, real spelling and proper grammar. Many of your followers don’t have the patience to wade through twitspeak.
13. The best tweets are not just factual reports on what’s going on, but 140 characters of creative writing/thinking. If you can’t be clever, at least post in a conversational tone.
14. Follow people who are following you. Remember that one of the main benefits of social media is the ability to listen and learn.
15. Respond to questions, suggestions and comments. This helps put a human ‘face’ on your event rather than seeming like an uncaring organization.
16. Think before you tweet. Make sure you take a deep breath and re-read your tweet before clicking ‘update.’
17. Think carefully about what you’re re-tweeting and acknowledge if it’s unsubstantiated.
18. Be an active twit: tweet regularly if you want your followers to stick.
19. Avoid offensive or potentially controversial tweets. (This doesn’t contradict #7 — it’s different when someone else says it!)
20. Add value to your tweets with links.
Marketing Trade Shows in the New Reality
vice president of MDG
to the Rocky Mountain chapter of IAEE
Wednesday, May 12
The Millennium Hotel
1345 W 28th Street
In this interactive session, show managers, marketers and organizers will learn how to adjust strategies, tactics, positioning and messaging, how to create compelling, cost effective campaigns, develop educational content and forge strategic relationships to ensure their events stay relevant as the economy stabilizes.
No matter how the recession affected your event, a new social and economic reality will be left in its wake. It will be imperative that trade show marketers adapt their marketing approach to reflect today’s post-recession business climate.