Customer enthusiasm & commitment: the secrets before, during and after the trade fair

In the midst of digital platforms, the trade fair remains an invaluable tool for marketing and corporate communication. But at a time when online experiences are becoming increasingly important, companies need to be innovative in order to inspire and retain customers not only at the trade fair, but also online. So how can you increase customer engagement before, during and after the trade fair? And how can online experiences such as retro mini-games help to foster long-term customer relationships? 

Before the trade fair: Preparing for customer enthusiasm 

The key to customer enthusiasm begins long before the actual trade fair date. Companies should focus on building a strong presence and capturing the attention of potential customers. This can be achieved through targeted marketing campaigns on social media, email marketing and creating engaging teaser content. It is important to make the most of online platforms to encourage interaction with potential customers. 

One innovative approach is to offer retro mini-games or other fun online experiences that align with the theme of the show. For example, a company exhibiting at a technology fair could create a retro video game centred around the history of technology development. Not only can these games help to pique the interest of the target audience, but they can also help to increase brand awareness and build customer loyalty even before the show. 

Important and decisive points for in-depth consideration: 

• Target group-specific approach:   
  Identify and segment your target groups precisely. Tailor your marketing messages to the specific needs and interests of these segments to achieve a higher response. 
  

• Create a content calendar:  
  Collaborate with relevant influencers or industry experts to increase your reach and gain credible recommendations. Influencers can help to present your brand and your trade fair presence in an authentic light. 
  

• Exclusive pre-show offers:    
  Offer special pre-show deals or discounts to encourage potential customers to engage with your company before the show. 
  

• Detailed preparation of the exhibition stand:  
  Make sure your exhibition stand is both visually appealing and functional. Develop a creative and inviting stand design that clearly communicates your brand and invites visitors to linger. 
  

During the trade fair: Keep customer engagement at its peak 

At the trade fair itself, the focus is on maintaining customer engagement and increasing enthusiasm for the company and its products or services. Online experiences can play an important role here by offering visitors the opportunity to actively participate and interact with the brand. 

Companies can also offer live streams, interactive demos or virtual tours of their exhibition stands. These online experiences allow visitors to engage with the brand even when they are not physically present. By integrating online elements into the trade fair stand, companies can extend their reach and reach potential customers who may not be able to attend the trade fair in person. 

Important and decisive points for in-depth consideration: 

• Interactive product demonstrations:  
  Use interactive product demos to give visitors the opportunity to experience your products or services first-hand. This can be done through touchscreens, augmented reality (AR) or virtual reality (VR), which provide an immersive experience. 
  

• Live-Q&A sessions:  
  Organise live Q&A sessions with experts or company representatives to respond directly to the questions and concerns of trade fair visitors. This creates trust and demonstrates your expertise and customer proximity. 
  

• Workshops and mini-courses: 
  Offer short workshops or mini-courses on relevant topics. These can be held on site or online and offer added value that goes beyond the mere product presentation. 
  

• Social media live reporting: 
  Keep your followers up to date with your trade fair activities in real time. Use platforms such as Instagram, Twitter and LinkedIn to share live updates, photos and videos to reach a wider audience. 
  

• Gamification elements:  
  Integrate gamification elements into your stand, such as the aforementioned Minigames, Points systems, rewards and competitions. This encourages active participation and increases the length of time visitors stay. 

• Networking areas:  
  Create dedicated areas for networking and socialising. These zones should be comfortable and inviting to give visitors the opportunity to relax and make valuable contacts at the same time. 
  
• Surveys and feedback tools:  
  Use digital tools to collect instant feedback from visitors. This can be done by skilfully using large touch displays, tablets or QR codes that lead to short online surveys. 
  
• Use of influencers and brand ambassadors:
  Invite influencers or brand ambassadors to report on your trade fair presence and interact live with visitors. This can increase the reach and credibility of your brand.
• Exclusive offers and promotions:   
  Offer trade fair visitors exclusive offers or discounts. This can be an incentive to purchase your products or services on site or to register for future purchases. 

After the trade fair: Long-term customer loyalty through online experiences 

The relationship with customers does not end when the trade fair is over. Rather, it is crucial to maintain customer engagement after the event and build long-term relationships. This is where online experiences can play a crucial role by continuously engaging customers and encouraging them to stay in touch with the brand. 

For example, after the show, companies can showcase the  Minigames on their website or social media to keep customers interested. In addition, they can also organise exclusive online events or competitions to strengthen customer loyalty and encourage customers to interact with the brand on a regular basis. 

Important and decisive points for in-depth consideration: 

• Follow-up communication:   
  Send personalised thank-you messages and follow-up emails to trade fair visitors. This shows your appreciation and maintains contact. Include links to further content or special offers. 
  
• Exclusive webinars and training courses:  
  Organise exclusive webinars or training sessions for trade fair visitors to deepen their knowledge and offer them additional added value. These can focus on specific products or general industry topics. 

• Content marketing strategies:
  Create blog posts, white papers, or case studies that address and expand on the topics of the show. Share this content via your website and social media to drive engagement and highlight your expertise. 

• Loyalty programmes and incentive schemes:   
  Implement loyalty programmes or incentive schemes to reward customers who regularly interact with your brand. This can be through discounts, exclusive offers or special events. 
  

• Social media engagement: 
  Stay active on social media and interact regularly with your community. Share highlights and successes from the trade fair and promote discussions and dialogue within your community. 
  

• Collect surveys and feedback:   
  Use the surveys you receive and other feedback tools to evaluate the experience of trade show visitors. Analyse the feedback and adapt your future strategies accordingly to continuously improve.
  

• Continuous updates and news: 
  Keep your customers informed about new developments, product launches and events. Regular updates keep interest high and inform your customers about the latest trends and offers. 
  
  
• Virtual meetings and networking events:  
  Host virtual meetings or networking events to deepen the relationship with your customers and give them the opportunity to interact with each other and benefit from your expertise. A digital twin of your trade fair stand helps you to remember the visitor experience online and presents a professional image. Find out more at Realising virtual events with VEP software | Metapilots 
  
  
• Long-term content strategy:   
  Develop a long-term content strategy that continuously delivers valuable and relevant content. This keeps your brand in the conversation and offers your customers continuous added value. 
  

Conclusion

Successful trade fair participation requires a comprehensive strategy that goes far beyond the actual event. The key lies in systematically promoting customer engagement before, during and after the trade fair and securing it in the long term.    

Before the trade fair, companies should use targeted marketing campaigns and appealing teaser content to arouse the interest of potential customers. Interactive and entertaining online experiences such as retro mini-games can be particularly effective here. This helps to increase brand awareness and build early customer loyalty. 

During the trade fair, it is crucial to maintain visitor engagement through interactive experiences. Live streams, interactive demos and virtual tours make it possible to reach even those customers who are unable to attend in person. Gamification elements and exclusive on-site offers encourage active participation and strengthen brand loyalty.

The work doesn't end after the trade fair. The aim here is to maintain and strengthen the relationship with customers in the long term. Follow-up communication, exclusive online events and continuous content marketing strategies maintain interest. Loyalty programmes, regular social media interactions and virtual networking events offer additional incentives to anchor the brand in the customer's memory. 

Overall, it is clear that a holistic approach that takes into account all phases of trade fair participation is crucial for building strong and lasting customer loyalty. Through the skilful use of online experiences and continuous interaction, your brand remains present and relevant even after the trade fair.