Tourism pros know: it’s not enough to just show up at a convention. If you’re putting in the time, dollars, and effort to be there, you’d better go the extra mile to really stand out. A big industry convention is kinda like the Superbowl: it takes preparation, focus, and follow-through to really nail the play.
Ideally, you want to do a full-on takeover, so that when attendees head back to their hotels, they’re sharing pics of your booth and following you on Tiktok.
And we’re going to help you. We’ve got convention marketing down to a science. And the best part is, you don’t have to blow your budget. With a healthy dose of creativity and a dash of tech know-how, you’ll make a memorable impact.
You just need to put some thought in before-hand to make sure you’re prepared to shine on game day. So read on, and be sure to get our official convention marketing playbook to start strategizing with your team.
Set the Stage
Like almost every marketing endeavor, start at the foundation: remind yourself of your unique selling proposition and primary brand traits, and let that guide every aspect of your booth design and physical event marketing. Consider what sets your brand apart, and how you can show that off – in a big, bold way that grabs attention even from the next aisle.
If you need help deciphering what foot to put first, check out our handy dandy “Art of Positioning” workbook in our resources toolkit.
Move everything front and center to the first thing people see when they walk up…. Your booth.
Your booth’s backdrop is often the first thing attendees see, so you need to make it count. Invest in a high-quality, visually striking background that represents your brand’s identity and message. Use bold colors, engaging graphics, and clear messaging to draw people in. Don’t be afraid to go bold here, because it needs to stand out from the crowd.
The backdrop should create a visual impact that makes attendees curious and excited to learn more about what you offer. Extra points if you end up creating a perfect setting for selfies.
Use Tangible Tourism Giveaways
Known as “tchotchkes” to some, giveaways to many, and certainly loved by all, there’s a reason you see them everywhere. They’re effective, especially if you’re giving away items that your audience will actually use. Creative giveaways entice people over to your booth during the event, which is level one for networking relationship building, and they keep you in their mind even after the clock runs out… so make’m fun and make’m useful.
Von Mack’s pins are a great example. We’re known for incorporating fun and powerful catch-phrases into these giveaways as a way to make them something tourism folks are proud to wear! Remember, the more unique and eye-catching your giveaway, the more likely they are to be worn and shown off, extending your brand’s reach beyond the convention floor. Extra points for usage outside of the convention.
Bring in Some Fun Tech
To maximize your presence and engage with attendees, leverage cute, fun, digital products that help you transition your brand from the booth to their phone.
Social media is a great way to move “real life” engagement into the digital world. Our favorite way to facilitate this is through an app like Woobox, which facilitates and tracks things like promo winners to social page follow sign ups and more. Tools like this are specifically geared towards social engagement, so they make it easy to set up a branded landing page and track time-boxed activity on your social platforms.
As an example, try hosting a photo contest where attendees share their convention experiences, tagging your brand or using your branded hashtag for a chance to win a prize. Woobox would mandate folks follow your pages first and conveniently pick the winner.
Another way to approach marrying tech with physical gamification would be from our recent partnership with Motor Coach Family at NTA in 2023. Conventioneers lined up to play a branded game of Plinko, won a prize, and then opted in to win a grand prize drawing on the last day of the show. The grand prize integrated new page follows and was hosted directly on the convention floor on the last day of the event.
Interactivity FTW
Outside of the booth promo, your brand needs to have online interactivity as a foundational premise. Many people forget this part!
While traditional conventions are in-person, lean into smart digital marketing strategies to connect with as many people as possible.
- Use geo-targeted (geofenced) campaigns to create buzz and drive foot traffic to your booth.
- Use QR codes and bespoke Snapchat or Instagram filters.
- Come up with ways to get your followers to post, tag, and re-share content. For example, sweepstakes are a powerful tool to attract and capture leads.
- If you can successfully launch an interactive game that attendees actually enjoy and speaks to their competitive spirit, consider that a touchdown.
Once they’re there, remember to have something on delivery. Great tchotchkes work. Wonderful, well-spoken booth runners are perfect. By and large, games are fantastic at engaging visitors and making your booth memorable. Try to come up with a challenge that involves the latest meme or social trend, or re-skin a more traditional convention game so that it’s closely tied to your brand or product offering. The idea is to not only engage your audience, but leave a lasting impression that makes it into conversation at happy hour.
Charge the Senses.
Generating buzz is all about going against the grain enough to stand out. Just remember to stay professional, polished, and don’t take things so far as to distract from why you’re really there (psst…it’s sales).
Your primary brand traits should come through loud and clear, whether it’s through big, playful props, edgy humor, or unexpected, quirky giveaways. In a sea of booths, the bold attract the most attention and curiosity.
A great way to super charge this is with effective audio visuals (AV). You can easily bring in a small tv screen or even a polished and professional surface pro to stream your sizzle reel on replay. This helps the lookie-loos who are afraid to approach your booth still engage with what you do. “Don’t just showcase your products — immerse your audience in an unforgettable environment that ensures an attendee experience that’s truly lit.” (Freeman)
Drive Engagement Before, During, and After
The goal is to maintain a steady presence before and after you set up shop on the convention floor. Conventions are about creating leads, and then nurturing them to fruition, which can sometimes take a really long time. This is why email list generation and social media follow captures are stellar secondary success KPI’s.
At least a month out, get in a huddle with your team and brainstorm creative lead capture campaign themes. That old “drop your business card in the fishbowl”? Still actually a wonderful CTA.
Throughout the convention, leverage your social channels to drive traffic to your booth. But go beyond a simple announcement post. Post stories, which can “cheat” their way to the tops of people’s feeds. Make sure to tag the convention association and host location, and don’t forget to use the official hashtags. This will help you get reposted and appear more omnipresent. Share live updates of others winning prizes or playing a game to build up a healthy dose of FOMO. You get the gist.
After you pack up and head home, build in ways to keep the momentum going. A follow up “thank you” email is key. Make sure to do this at most a week after the event (or less). Announce sweepstakes or raffle winners, or poll your new followers to find out what kind of content or events they’re most interested in. The key is to turn the newest members of your audience into loyal, engaged fans.
Let Loose
Effective convention marketing is all about standing out, creating a unique and engaging experience, and then being present for all of the fun. Figure out your play ahead of time with your team, so you have multiple strategies in place to capture attention. Use your team back at the office to do some of the heavy lifting!
Above all else, just remember to stay true to your brand: if you center everything around your unique voice and vibe, you’ll end up with campaigns that feel compelling and genuine rather than an attention-grab.
Use the following tactics to plan ahead with your convention marketing, then jump in for the ride during the time of the event:
- Set up geo-targeted or attendee list targeted campaigns to create buzz.
- Focus on eye-catching booth design to create interest.
- Offer on brand, fun and bold, USEFUL tchotchkes that folks will use for time to come.
- Implement interactive elements and gamification to create a fun draw.
- Leverage digital tools to track leads and amplify your social following online.
- Tie it all together with effective audio visual components.
- Social, social, social. Post smart to get reposted. Boost coverage.
- Be present and remember that this is about lead nurturing for the short and long run.
- Relax and have actual fun.
Ramp Up for Next Time
If you’re interested in leveling up your convention marketing, have no fear! As Tourism’s Full-Service Marketing Agency, we’re here to help you through every step of the way. Just reach out. Ready to do it yourself? We got you. Our “Convention Marketing Playbook” is ready to pop into the game just like Lydia’s “Handbook for the Recently Deceased.” Just don’t tell Beetlejuice.
