5 Expo Marketing Ideas to Boost Attendance

25 Jun 2024 | Expos

At the heart of any successful expo lies a strategic marketing plan. To attract visitors, gain followers, and boost attendance, establishing a thorough expo marketing strategy is essential. This helps to establish your brand’s identity, connect with your target audience and communicate effectively.

But, where do you begin?

An effective marketing strategy to drive expo attendance revolves around your audience. To sell tickets and boost attendance, you’ll need to understand your customer. What motivates them? What are their needs? What consumer behaviour patterns do they follow? By conducting an online questionnaire or carrying out interviews with key industry players, you can gather the necessary information needed to build your audience personas.

Once you’ve identified your target audience and their characteristics, you can build a strategy that resonates with them by following the tips below.

How Do You Drive Expo Attendance?

First, you need to develop a brand identity, if you don’t already have one. Typically, every edition of a recurring expo will have its own unique brand identity, which is closely linked to the parent company and related events. By adopting this approach, you can build customer loyalty, increase brand recognition and communicate your brand values to your desired audience. 

To ensure consistency across your brand, you need to identify what makes you unique. These unique selling points (USPs) will form the basis of your communications and visual identity, which will set you apart from the competition.

Expo Marketing: Going Digital 

In this day and age, every marketing strategy must include a digital aspect. With so many digital channels to choose from, it can be tempting to blast your message out on every platform. But to really drive results, take a step back and consider the following questions:

  • Where does my audience spend their time online?

Depending on your industry, your audience might be more active on one social platform, or spend the most time in their inbox. Your content will need to be tailored to the best practices for each platform.

  • How long does my audience take to make a purchasing decision?

Your audience behaviour will determine the frequency of your marketing communications. You may need to include several touchpoints before your audience makes a decision. For example, a combination of social media advertising and email marketing could lead your audience to purchase their tickets.

  • What kind of content does my audience want?

Whether it’s video content, beautiful imagery, long-form blogs or a mix of all three, choosing the right format to deliver your message is key to connecting with your audience.

Once you’ve answered the questions above, and established your audience personas, you can create a marketing strategy that will reach your audience and resonate with them.

Expo Marketing Ideas to Boost Attendance

1- Use Diverse Social Media Platforms

While your audience might be more active on one social media platform, you can tailor your message to suit different platforms and reach a wider audience.

2 – Get in Their Inbox

Email marketing remains one of the most effective ways to communicate with your audience. By sending short and direct messages, your audience is more likely to read and engage with your content when it’s personalised. Try including special offers and discounts to build a sense of exclusivity.

3 – Experiment with Content

Whether it’s jumping onto the latest TikTok trend or creating a series of reels or vlogs, using different types of content formats will help to keep your audience interested. It’s also important to diversify your message, highlight your USPs, put a spotlight on your speakers, and share what goes on behind the scenes.

4 – Leverage Brand Partnerships

Don’t underestimate the power of PR. By collaborating with influencers and industry leaders to promote your expo, you can raise awareness and increase ticket sales significantly. Get creative with influencer campaigns to make your content authentic and valuable to your audience.

5 – Optimise your Website

Finally, make sure that your website is optimised to make your audience’s purchasing experience as smooth as possible. Your landing page should be clear and to the point, containing all the information a customer needs before purchasing. Moreover, ensuring safe and secure payment options will help to build trust among your audience.

Discounts and Giveaways

To boost expo attendance further, try including discounts and giveaways in your expo marketing strategy. Offering tiered discounts for early birds can help to secure ticket sales early on, giving you a better idea of your attendance figures for logistical planning. Giveaways, on the other hand, can help generate more interest in your expo. For maximum impact, try collaborating with sponsors, partners or influencers for your giveaways!

Planning an expo can be a rewarding experience, especially when it is well attended. Ensure that your expo marketing strategy is optimised to boost attendance and drive more ticket sales when planning your next expo!

Do you need any help with planning and preparations? Contact us at TurnkeyExpos for all your expo needs, and we’ll guide you through every step of the process.


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