If you’re going to a tradeshow as an attendee, or putting on an event of your own, here’s a shortlist of the various things you’ll want to consider as the base elements of our online promotion:
Event website: should contain event information such as schedule, days, times, locations, etc. This is your basic high school journalism approach of the 5 W’s: Who, What, When, Where and Why. This is also where your online registration forms will be. The page should also be populated with the various social media buttons that allow attendees to share the information, whether before or after they have registered.
Media Kit: Your digital media kit is where the press and attendees or even those just with a passing interest will find more detailed information in a variety of formats: event descriptions, videos (interviews, show previews, testimonials, etc.), photos of past events (speakers, exhibitors, locations); logos, banner ads and any flyers or posters you want to make available to promote the event.
Blogs: of course you should have an event-specific blog. While it’s tempting to fill the blog with self-promoting posts, you’ll have a much better chance to gain readers and traction by sharing information on problem-solving, issues, and how-to’s within the blog. You may, for instance, have case studies on how a product or service got a client over a hurdle. Or you may have examples of problems the industry faces and the various ways those problems are handled. The blog needs to have links to all of the various social media and event registration sites, too.
Social Media: before the event sit down with your media promotion team and plan out the timeline of promotions: tweets, photo opportunities, social media sites you’re focusing on and the various people that are tasked with social media engagement. Identify the partners and colleagues in your industry that you’re looking to team with on certain elements; identify (and agree upon) responsibilities. The more you know ahead of time, the easier the event execution will be. Plan tweets, PR meetings, industry trade blogs and publication connections and more.
Going Mobile: a majority of your event attendees will be using mobile access to the various social media outlets, so your online presence (blogs, websites) should be optimized for smartphones. If the event is big enough, you might consider creating an event app (lots of companies would be happy to do this for a fee!) so that all information is easily available anytime/anywhere.
E-Mail: an oldie, but goodie, e-mail is still effective at promotion. And remember that in these days of mobile access, less is more. Streamline your emails down to the barest critical information so that they get to the point and are easily read on a smartphone.