01 Why Do Exhibition Promotion
- Expand Exposure: On-site reach is limited by venue and time; media can reach target customers who didn't attend (industry media, social platforms, search engines).
- Drive Traffic: Pre-show warm-up attracts qualified audiences to actively visit, improving booth traffic and high-quality consultation ratio.
- Lead Capture: On-site interactions are fleeting; promotional content enables re-engagement and continuous nurturing of prospects.
- Brand Assets: Quality content becomes long-term communication materials, supporting future exhibitions, partnerships and investment attraction.
02 Pre-Show Warm-Up: Make Target Customers "Come to You"
- Press Release: Publish exhibition preview 2–4 weeks in advance via industry media and vertical platforms, including booth number, product highlights, interactive activities.
- Teaser Posters/Videos: Continuously post countdown content on social media (LinkedIn/WeChat/TikTok) to build anticipation.
- KOL Seeding: Invite industry KOLs/media for early product experience, publish unboxing/review/preview content.
- Email Invitations: Send targeted invitations to existing clients, prospects, partners with booth map and appointment portal.
- Advertising: Place targeted ads on industry media/social platforms, covering target audiences (filtered by position/industry/region).
03 On-Site Communication: Real-Time Content Amplifies Impact
- Live Photography/Videography: Professional team captures booth highlights, product demos, customer interactions, signing ceremonies.
- Short Video Production: Edit 15–60 second highlight clips same day, instantly publish to social platforms (TikTok/Kuaishou/Xiaohongshu/Instagram).
- Live Streaming: Booth live stream or product launch broadcast, reaching absent audiences, with interactive raffles to boost engagement.
- Media Reception: Assign dedicated staff for on-site media, provide press kit (product materials/high-res images/interview outline).
- Social Interaction: Create hashtags (#BrandName+ShowName), encourage visitor check-ins and shares for UGC propagation.
04 Post-Show Dissemination: Extend Exhibition Lifecycle
- Case Summary Article: Summarize show results (attendance/contract value/media coverage/social data), publish via media/official website.
- Long-Form/Video Edits: Compile exhibition highlights (product features/customer testimonials/behind-the-scenes), create in-depth content.
- Multi-Platform Distribution: Synchronize push to WeChat Official Account/TikTok/Bilibili/industry forums/email newsletters.
- Lead Nurturing: Grade collected leads, continuously follow up via email/enterprise WeChat, push relevant cases and product materials.
- Advertising Remarketing: Re-target users who visited booth or interacted with content for improved conversion.
05 Social Media & KOL Strategy
- Platform Selection: B2B prioritize LinkedIn/WeChat/Zhihu, B2C prioritize TikTok/Xiaohongshu/Instagram.
- Content Format: Teaser posters → On-site short videos → In-depth articles/Vlogs → Case whitepapers.
- KOL Collaboration: Mid-tier KOLs offer better ROI; invite for on-site experience and authentic review content.
- Posting Rhythm: Intensive warm-up 2–4 weeks before show, high-frequency updates during show, continued dissemination 1–2 weeks after.
06 Performance Evaluation: Quantify Promotion ROI
- Exposure: Media coverage reads + social platform views/plays + ad impressions.
- Engagement: Likes/comments/shares/reposts reflect content appeal.
- Attendance Conversion: Track actual visitors from promotion via invitation codes/QR codes.
- Lead Acquisition: Form submissions/business card scans/inquiries, distinguish online promotion vs. on-site acquisition.
- Final Conversion: Contract value/partnership intentions, calculate promotion input-output ratio.
Exhibition Promotion Action Checklist
- ✓ 2–4 weeks before: Press release + social countdown + KOL seeding
- ✓ 1 week before: Targeted email invitations + ad placement
- ✓ On-site: Photography/videography + instant short video posts + live stream + media reception
- ✓ 1 week after: Case summary article + long-form/video edits + multi-platform distribution
- ✓ 2–4 weeks after: Graded lead follow-up + advertising remarketing
- ✓ Throughout: Data tracking (exposure/engagement/attendance/leads/conversion)
Common Mistakes
- ❌ Only post on show day, missing pre-show traffic golden period
- ❌ Low content quality (blurry images/lengthy text), fails to attract attention
- ❌ Lack data tracking, cannot quantify promotion effectiveness
- ❌ No post-show lead follow-up, wasting promotion investment
FAQ
Q: What percentage of total exhibition budget for promotion?
A: Recommend 15–25%, can increase to 30% for key shows—ROI far exceeds simply increasing booth size.
Q: What if we lack a professional team?
A: Outsource to professional exhibition promotion agencies (offering content production/media placement/data tracking all-in-one service).
Q: How to choose the right KOL?
A: Check vertical fit (follower-target customer match) + engagement rate (not zombie fans) + past case quality.
This article is published by StarRise Global. Copyright belongs to the original author.