Harnessing the Power of Social Media for Expo Promotion and Engagement

14 May 2024 | Expos

The world of social media is ever-changing, but the benefits it presents to businesses can no longer be understated. In 2024, it’s safe to say that social media plays a central role in every business. Whether it’s a way of connecting with consumers, increasing sales, expo promotion, or documenting a company’s achievements and activities, we’re living in a time where it’s not unwarranted to ask: if it’s not online, did it really happen?

When it comes to expo promotion, social media can be an extremely powerful tool to help businesses maximise their return on investment. However, preparing for an expo can take up a significant amount of time and resources, leaving little space for much else. We know that taking photos for your social media can be the last thing on your mind during a long day of connecting with new leads and presenting your products and services to new audiences.

But what if we were to tell you that, with the right strategy in place, you can harness the power of social media without taking time away from your primary business goals? No matter the size of your business, your budget and your team, you can still use social media to your advantage for your expo promotion. Here’s how:

Creating a Social Media Strategy for Expo Promotion

So, you’ve decided to attend an expo and are determined to make the most of your time by leveraging the power of social media. What many businesses don’t realise is that your social media promotion should start long before the event, and continue after the event is over! Below, we’ll walk you through the steps you need to take at every stage to maximise your social media promotion. 

Expo Promotion: Before

Before the expo begins, the excitement is built. This is the time to announce your attendance and generate as much engagement as possible to get visitors interested in meeting you at the expo. At this stage, you can consider creating different types of content, for example:

  • Behind-the-scenes content: If you’re preparing your expo stand, packing up your products to exhibit, or brainstorming ideas with the team – sharing what goes on behind the scenes is a great way to build excitement. Consider jumping on the latest TikTok trend, or creating an Instagram reel to boost engagement.
  • Throwback to previous years: If this is not your first expo, why not showcase your experience by reminding your audience about what went down in previous years? Keep it corporate, or generate a few laughs by sharing funny highlights – the choice is yours!
  • Preview snippets: Are you planning on launching a new product or service at the expo, or perhaps you’ve prepared some super cool merchandise to hand out? Giving your audience a sneak peek into what you’ve got planned could entice more people to visit your expo stand, so why not give it a go?
  • Ad campaigns: If you are planning on launching an advertising campaign for your expo promotion, the run-up to the event is the perfect time to do so!

Expo Promotion: During

During the expo is probably the time when most businesses lose traction in their social media efforts. But this is the time when new leads and clients are most likely to engage with your business, so make it as easy as possible for them to connect with you! This could mean adding QR codes with your social media links to your stand and promotional materials, or simply adding your social media usernames to your business card. 

Depending on your budget, hiring a freelancer or having a team member focused on gathering content during the event is a good way to ensure that your social media game is strong throughout the expo. This can include:

  • Live streams and stories: Share live updates with your audience about what’s happening at the expo, and use tags and hashtags to increase engagement.
  • Daily round-ups: At the end of each day, share photos and a summary of highlights from your day.
  • Interviews: Introduce your team with short interviews to invite more people to visit your stand.
  • Giveaway and influencer campaigns: Running a giveaway campaign or using influencers to promote your products or services can be a fantastic way to boost your following across social media platforms during an expo.

Expo Promotion: After

The expo may be over, but that doesn’t mean you need to stop talking about it. After the event, audiences and visitors will likely be looking to connect with the people they met at the expo through platforms such as LinkedIn for business contacts, or Instagram, Facebook and TikTok for more personal contacts. 

Photos and videos captured during the event can also be used as evergreen content throughout the year, or leading up to your next expo, to generate interest in your company’s products and services. Remember, you can get as creative as you like with social media! 

Finally, after the expo comes to an end, take the time to reflect on what you did right, and where you can improve. You can do this by checking out the reach and engagement on the posts you share. Did a certain type of media format perform better than others? Was your audience more engaged on one platform over another? Answering these questions will help you plan your strategy better next time around!

Ready to make your next expo the best one yet? Discover how our team at TurnkeyExpos can help you with everything from stand design to audiovisual services!


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