Monday, June 11, 2012

What Are You Doing After the Show?

The last trucks loaded with machinery and displays have long since pulled away from the shipping bays at Orange County Convention Center in Orlando – site of NPE 2012, North America’s largest plastics tradeshow.

But many people in plastics are still feeling the energy of the event. And as marketers, we need to keep pursuing those opportunities. 

Much of the promotional work for a tradeshow occurs before and during the event. But marketing doesn’t stop when you hand off the sales leads afterward. The magnitude of the investment – often an entire year’s marketing budget – demands that you channel the show’s momentum long after your booth has been dismantled.

For example, NPE exhibitor Milacron is extending the impact of its investment with a post-show landing page. An email campaign and other vehicles are driving traffic to the site, where visitors can explore photos, videos, news coverage, machine specs and more. The page, adapted from a preshow promotional site, is proving to be a cost-effective way to keep the show’s positive vibes going.
Whether you serve up show presentations as web content or breathe new life into a show floor video, you can make a tradeshow investment live on as long as you let it.
Bottom line: Post-show marketing communications is much more than just sales lead follow-up. With marketing support, selling becomes easier, and your substantial investment generates greater returns.

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