A convincing trade fair stand is essential – but successful trade fair marketing involves even more. Every visit, whether to a public or trade fair, is already a powerful marketing tool. With the right planning, you can make the most of the few days at the trade fair and utilise the special backdrop for the production of photos and videos. Thanks to constant dialogue with our customers and many years of experience, we know what is important when it comes to content production at the trade fair stand. Here are 5 tips to ensure that your trade fair presentation continues to enrich your marketing long after the event has ended.
1. create a plan for content production at the trade fair stand
To avoid a double burden when taking photos or videos during the trade fair, it pays to make a precise plan in advance. This should show which person is responsible for which content. It is advantageous to directly note fixed points that are planned during the trade fair, such as previously announced key customer meetings, presentations, parties or product demonstrations. Recordings can be produced around these events that are independent of time. These can be interviews with trade fair stand visitors:This can be interviews with trade fair visitors, a report on the trade fair stand itself or even trends discovered by other exhibitors. There are no limits to creativity. It isimportant to keep a precise list of contact persons when planning, and to clearly communicate responsibilities, so that the exhibition stand is always well looked after and all ideas can be realised.
2. maintain flexibility
Even with the best planning , there are always spontaneous changes. However, this can be an advantage when producing content at the trade fair stand, because exciting situations often arise on site. If a great group photo is taken with long-standing customers, you shouldn ‘t stick strictly to the pre-prepared plan, but seize the opportunity! This means always keeping your eyes and ears open and pulling the trigger at the decisive moment, to create good photo or video content during the trade fair.
3. use interaction with stand visitors
Trade fair days can be quite long and spontaneous situations do not always arise. Fortunately, you can cover two elements of trade fair marketing at the same time when producing content at the trade fair stand. By encouraging interaction from visitors to the stand, you can also generate content directly for your own social media channels or blog articles. Examples of this would be a call to post stories or articles in which the company is highlighted, specially designed photo spots at the trade fair stand or even a written survey whose content can be used as quotes.
4. consider all formats
Textual impressions can be published just as well as visuals. When producing content , it is important not to limit yourself to just one format. Even though videos enjoy a dominant position in social media these days, photos should not be forgotten during the trade fair. These can be used in print media or newsletters, but of course also on Instagram and the like. Not only the basic format , but also the type of images should be broadly diversified. While reports about the trade fair stand are ideal for immediate follow-up reporting, product demonstrations can also be used months later as promotional or explanatory videos. Recorded technical presentations or demonstrations from the exhibition centre can be interesting for your own target group, to better understand trending topics on the market. The wishes and ideas of trade fair visitors can also be can be recorded and used at a later date for the unveiling of new features.
5. prepare declarations of consent
However, wherever people are filmed or photographed, you should take legal precautions, so that the material obtained can actually be published later. Our final tip for content production at the trade fair stand is therefore inform yourself in advance about the current data protection guidelines and to have printed declarations of consent with you. This allows you to obtain permission to publish the image material directly from each person photographed.
These simple tips will help you get more for your marketing from both small and one-off trade fair appearances . Besides , it would be an infinite pity to letour beautiful SYMA exhibition stands shine just once! We are happy to supportyou with our experience and show you how you can include content production at the trade fair stand in the planning right from the start.
