Creating a Message for Each Audience

When creating a pre-show marketing strategy, your goal is to get people to come to your booth. This does not fundamentally change when you incorporate social media and virtual events into your exhibit program. But now you are not just inviting people into your physical space; you are inviting them into your online space as well. You are also adding new ways to reach out to your customers and potential customers by using the various social media platforms you’ve identified.

The look and feel of your message should be consistent across all mediums. Your print and broadcast marketing should appear similar to your social media marketing. You don’t want to confuse your audience with inconsistent design. The colors you use, your logo, and design style should remain the same across all platforms. It should not matter if I, as an attendee, come across a printed piece, an email, a tweet, a blog post, or a YouTube video. I should immediately be able to recognize it as yours.