MARKETING FACE-T0-FACE

Trade Show Marketing

Are you taking full advantage of all the

trade show opportunities available to you?

TRADE SHOW MARKETING

randallreilly.com

Trade shows and events allow you to produce new business by connecting to your customer base through face-to-face interactions. The question is are you taking full advantage of all the trade show opportunities available to you?

ATTENDEES ATTENDEES

IDEAL PROSPECTS

RIGDIG BI, TAGGED AUDIENCES,

AUDIENCE DATABASE

WEBSITE/LANDING PAGE DISPLAY

NETWORK & FACEBOOK

DESKTOP & MOBILE

AD VIEWS

TARGET AREA

ATTENDEES

FACEBOOK, EMAILS, SEARCH ENGINES,

DISPLAY NETWORKS, YOUTUBE

Pre-Show Marketing During the Show Marketing Post-Show Marketing

Find your ideal prospect through data.

Target hotels in the area during the show with

geo-fencing.

Nurture your list of attendees after the show.

Send newsletters, retarget, and score your lead list

post the show.

Connect your ideal prospect to your brand through

performance marketing.

Anyone accessing display networks (CNN, Fox News, etc.) or Facebook, in that target area, on desktop and

mobile will see your ads.

ATTENDEES

CUSTOM NEWSLETTER

REMARKETING SCORINGLEADS

TRADE SHOW MARKETING

randallreilly.com

Where do you start?

Your first step is to find out who will be attending the show.

• Accessing an attendee list is the best way to get a starting audience.

How do you identify who exactly to target?

Using your criteria for the type of people you are looking to target, a custom audience can be built for you by separating out potential prospects from the attendee list.

These are a few of the resources we use to identify and

build a custom audience:

• RigDig BI

• Randall-Reilly Tagged Audiences (Audiences of our brands, CCJ, Overdrive, Truck Parts and Service, etc.)

• Randall-Reilly Audience Database

It is important to create awareness around your presence at a show prior to that show. This encourages attendees to look for you and tells them exactly where to find you. It also builds anticipation, guiding attendees to look forward to seeing you at the show.

Pre-Show

This audience will be combined with other

identified prospects not on the attendee list.

ATTENDEES

IDEAL PROSPECTS

RIGDIG BI, TAGGED AUDIENCES, AUDIENCE DATABASE

ATTENDEES

RigDig BI has unmatched business intelligence on over 900,000 active trucking entities operating in the U.S. and vehicle history reports that enable used truck buyers to make more informed purchase decision.

TRADE SHOW MARKETING

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How do you familiarize people with your brand?

To keep your brand top-of-mind for prospects before the show, your brand has to be visible to prospects.

• A performance marketing campaign provides a number of channels you can use to spread your show message, run contests, or promote content.

PROSPECTS

Performance Marketing Campaign

FACEBOOK, EMAILS, SEARCH ENGINES, DISPLAY NETWORKS, YOUTUBE

WEBSITE/LANDING PAGE

TRADE SHOW MARKETING

randallreilly.com

Email Marketing

• Email is a great way to build 1-to-1 conversations between you and show attendees. Send an email to encourage them to visit you at the show.

Direct Mail

• Send mail to attendees to invite them to your booth.

Display Network Campaign

• Use Display Networks to display your ads before the show. Let people know where you are and what they can expect.

Search Engine Marketing

• People going to the show will more than likely research the show online. Bid on relevant keywords to get in front of this audience.

Social Targeting

Facebook• Create awareness around your presence at the show by getting

your ads to people with Facebook accounts.

YouTube Video Marketing • Use compelling video to target our tagged audience on

YouTube and create buzz around your show presence.

Pre-Show Marketing that will Increase Booth Traffic and Drive ROI1

2

3

4

5

TRADE SHOW MARKETING

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Efforts to keep your brand visible do not have to end when the show begins. It is important to circulate your ads at this time to remind attendees you will be there and also to target new attendees.

During The Show

How can you reach your targeted attendees during the show?

Targeting Hotels in the Area

• Hotels in the area can be targeted with ads promoting your booth at the show. Your ads will be seen when people staying at the hotel access display network sites and Facebook.

Geo-fencing

• By targeting the show location with your ads, you reach anyone visiting websites on the display network (such as CNN, Fox News, etc.) and Facebook in that targeted area on desktop and mobile.

TARGET AREADESKTOP &

MOBILE

ATTENDEES AD VIEWSDISPLAY NETWORK

& FACEBOOK

TRADE SHOW MARKETING

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Having a list of leads gathered from your landing page and badge scans, the next step is to create a plan to follow up with those leads.

After The Show

How Can You Nurture Your Targeted Attendees After the Show?

Custom Newsletter• A newsletter can be built for you and then

sent out to a list of your new leads.

Remarketing• Retarget all the visitors that come to your

landing page before and during the show with your ads.

SCORING LEADS

REMARKETINGCUSTOM NEWSLETTER ATTENDEES

Scoring Leads• After gathering leads from the show, you can match them to fleets in the RigDig BI

database. This will help you determine which are qualified leads.

TRADE SHOW MARKETING

randallreilly.com

Overview

Get people to search for you at shows!

IDEAL PROSPECTS

FACEBOOK, EMAILS, SEARCH ENGINES, DISPLAY NETWORKS, YOUTUBE

TARGET AREA

TRACK & NURTURE

LEADS

Performance Marketing Campaign