The Influence of Influencers in 2018


The below article was written by Lee Benecke, Head of Social for Manchester based PR company Brazen.


You can’t hide from the influence of the influencer; from top ten prediction lists to marketing briefs, it’s the number one activity for brands and marketers alike.

Although not new – we are essentially talking about word of mouth marketing at scale – it is set to be big business in 2018 and a hot topic when the speakers take to the stage at Event City this month.

While we wait for the keynotes, let’s look at the key trends that will govern how we work with influencers this year.

Celebrities Become Influencers, Influencers Become Celebrities

The line between celebrity and influencer is already blurred but we’re going to see a more intertwined mix of tactics around each sub group this year. In 2017, we saw influencers converge with older media models with appearances on television, high profile book deals and physical product launches becoming commonplace. As they look to further monetize their audience and find new ways to add value to their own personal brands, we will see more of this occurring, but we will also see traffic coming in the opposite direction.

Celebrities’ influence largely relies on their old media appearances, so finding a home in key channels such as YouTube or Instagram is going to do wonders to build digital influence. Expect to see more celebrities building personal brands within digital and experimenting with becoming always-on creators like their digitally native counterparts.

New Niches and Specialisms

Influencers have been most commonly found in high interest verticals such as fashion, beauty, parenting and food but as influencer marketing grows so will the niches in which people create content around. In each of the verticals mentioned, we are already seeing sub groups appear (think about the advent of dad bloggers following an initial mummy boom) and every day we are seeing new niches/topics appear.

From age-old hobbies and activities to new trends; if there is a groundswell of conversation then there is an opportunity to build an engaged audience and influence them.

Long Term Partnerships Over Single-Serving Content

To-date marketers have largely used influencers in a generic way; usually to a specific brief and specific outcome. Influencers are creators-first, so showing up in their Inbox with fully fledged ideas isn’t always the right way to approach. Brands (and PR agencies) who bring them closer to idea generation and use them as an extension of your team will see deeper, more meaningful (and arguably, more influential) partnerships. This approach will also strengthen your relationship with the influencer and translate into longer term partnerships rather than single hits of paid for content being distributed in their newsfeed.

Follow the Rules

As interest and investment in influencers continues to grow, the marketplace around measurement and transparency of paid-for partnerships will too. In the US, the Federal Trade Commission has issued strict guidelines for disclosing relationships between brands and influencers and we’re seeing the same in the UK as everyone from the ASA to the platforms themselves identify new rules and tools for tagging your influencer campaigns. If the influencer market is going to continue to grow and provide profits for brands and creators alike, then governance will be key. No more #ad or #spon.

It’s an exciting and emerging area in marketing and we’re looking forward to seeing how it evolves over time and what role each agency carves out for itself in the influencer marketing mix. We firmly believe that PRs are best placed to lead the way (yes, we would say that!). But given influencer relations is essentially storytelling and is a PR discipline based on 1-to-1 relationships, how could it not be? Getting on someone’s radar and building relationships is in a PR professional’s DNA. We’d love to hear what you think about this trend.


Brazen is a multi-award winning PR & Content Marketing agency with offices in Manchester and Dubai. They will be exhibiting at this year’s Prolific North Live, learn more about them here.

The Evolving Nature of PR and The Risk of Being Left Behind


The below blog was written by Jack Granard, a Client Communications Assistant for 72Point


2017 oversaw the continued evolution of what it is to be a PR professional, as it became more influenced by digital elements, social media and marketing.

To the most observant companies and to those lagging behind, it would hold you in good stead to be aware of 2017’s developments for future plans. PR has dramatically changed in the past year and is constantly adapting to new pressures and technologies. At 72Point we constantly monitor these developments and innovate to stay on course as a market leader.


This feature highlights the 2017 trends you may have missed out on and the upcoming trends that need to be monitored in 2018.

It will discuss how content has become more visual, superseding tried and tested methods such as the traditional press release, whilst also bringing about the rise in the use of video, influencer and infographic content. Moreover, it will take note of the direction PR professionals feel the industry is going, before divulging on 2018’s hot topics.

The 2017 Digital Media Trends that you should have followed

1) The Fake News Blues: The Focus on Personal and More Reliable Content

In 2017 we saw PR take on the role of becoming a more reliable source for media outlets. It should not be forgotten that in 2017, ‘fake news’ was officially crowned  ‘Word of the Year’ by Collins Dictionary and that in 2018 Theresa May announced a unit to combat the spread of false information

Rising scepticism amongst consumers and greater diligence required from journalists as a consequence of ‘fake news’ acted as a catalyst for substantial focus on reputation management from content production to the individuals involved in its creation. Ultimately, this gave rise to third-party research being essential to the success of pitches.

2) More Visual Content Please!

Visual content was prominent in 2017 with the use of infographics, live video and videos being incorporated in more PR campaigns. The importance of having an early lead on this is strengthened by the 2017 report from Cisco which predicted that 75% of the world’s mobile traffic will be video by 2020.

Although, it should be noted that this was not an entirely surprising development, as in 2013, it was discovered that the average person watches 32 videos per month.

3) The Traditional Media Press Release Is Dead

The old method of writing press releases for the press has been overtaken by posting on a website in conjunction with emails and Tweets to customers and journalists. This more direct focus has streamlined the process and has created a faster turn around.

A good example of this is Manchester United’s recent announcement of new signing Alexis Sanchez which was utilised by a cinematic Twitter video.

4) The rise of the influencer

2017 marked the year of the social media influencer. This is supported by a recent survey that highlighted that youngsters would rather aspire to be social media superstars than musicians or actors.

Subsequently, media relations have advanced from merely pitching to media to actively working with these individuals, who are more accessible and willing to work in all forms of social media. It has directly linked PR to marketing and has influenced the methods of earning media to just paying for it.

5) A metrics overhaul

As 72Point’s Jack Peat highlighted in this year’s PRCA Annual Report, metrics are currently undergoing a sizeable overhaul to cater for new platforms and channels. The impetus for the PR industry is to turn “big” into “meaningful” if they are to deliver real value to their clients. In a world governed by big numbers, it is up to us to show how we have delivered actionable results rather than hiding behind misleadingly large figures.


2018: The PR Trends that you need to monitor

1) The Future Role of PR: The Statistics

Having an awareness of the latest trends in the media market will become a huge part of PR roles in the future.

A 2017 USC Annenberg Global Communications study which interviewed 875 PR executives and 101 marketers from around the world, found that digital storytelling is the biggest future PR trend with 88% citing it as important. Moreover, social listening ranked second (82%) followed by social purpose (71%) and Big Data (70%).

“87% of professionals believe the term “public relations” will not describe the work they do in five years, which exemplifies the initial point about being reactive.”

In terms of skills for future growth, strategic planning with 89% was voted as the most important, followed by written communications (86%), social media (84%), multimedia content development (82%), and verbal communications (80%). 87% of professionals believe the term “public relations” will not describe the work they do in five years, which exemplifies the initial point about being reactive. This is given further strength, where 60% of marketing executives believe PR and marketing will become dramatically more aligned in the near future.

Ultimately, these figures suggest the importance of being a well-rounded PR executive as the role requires many different facets to be successful. At 72Point, this is utilised by the different departments and individuals we have, who are specialists in their chosen fields but are also learning new elements everyday. It is essential to keep on adapting, or the PR professional today could become extinct in as soon as 5 years.

2) Dark Social Media

Data coverage and tracking in the PR industry has become a fundamental element of presentation and success for clients in identifying social influence and monitoring performance. However, what is impossible to track is dark social, which is defined as the communication through private messaging platforms, such as, text, email, Whatsapp, Messenger and Skype. The importance of tracking this is accentuated by the likes of Forbes stressing it.

We are increasingly more likely to share a link via dark social than on your Facebook profile. Consequently, PR firms are incapable of measuring this and are left confused as to where the rise in traffic to websites stems from. Significantly, standard web analytics are incapable of measuring this and key insights are lost.

Therefore, to start measuring dark social, one method could be to really emphasise the social sharing buttons on your site, whilst making sure all buttons have trackable links. Alternatively, if your direct track URLs are too long, it will be more unlikely to have been typed in their browser.

Overall, with this being a recent hot point, it is notable to keep your eyes peeled for new developments.

3) Artificial Intelligence

As stated throughout, data measurement has been very important to the PR role and AI has the potential to extend this further, through being utilised for basic research and media monitoring.

By utilising data scientists to predict future trends and investing in artificial intelligence to also combat this, it could pave the way for workload to be reduced for PR companies and to predict when and what businesses need to change.

However, one topic that has been heavily discussed is the usage of intelligent chatbots. These bots powered by artificial intelligence could evolve the way customer communication is utilised and may also be used to create a new fun concept to promote a brand. Further weight is given, as it was highlighted by Business Insider as “the biggest thing since the Iphone.”

Although, it should be noted this article was in 2016 and major headway hasn’t been made since. Therefore, this should be treated more as a prospect rather than something firms must keep their eye on.

4) Speech Recognition Technology

Whether you have seen the parody videos or have utilised the technology in Amazon Echo, Apple Siri or Google Home, it is largely agreeable that it has been a strong talking point recently.

Aside from that terrible joke, the speech recognition built into modern devices is quick, accurate and definitely the future. With the possibility of it being used more frequently it could bring about a process where ads and SEO are not relevant. This has been heavily advocated by Steve Waddington (Social Media Director at Ketchum) who believes it will “create another wave of internet disintermediation.” Whilst, it does have potential, it should be noted Steve has claimed this for the past 2 years.

However, with rising incomes and interest in becoming more technological, firms should try to incorporate this technology into their campaigns and find new ways to be different.

5) Personal Brand Reputation and Social Ethics

Is it obvious? Yes.

Does, more need to be done? Yes.

Social media has brought about exposure in new ways, such that, those from the most senior to individuals at the lower spectrum are all under scrutiny. However, this is also a positive thing as it allows  the opportunity for engagement with all these individuals through social media to gauge what this company is like. Previously, executives would target features in broadsheet papers but now optimising social networks is essential to harbouring not just brand reputation but a personal relationship with the consumer.

72Point has effectively created a space to combat this and has evolved through its recent brand revamp to better understand our organisation, our consumers and our goals. Now with increasing competition and shorter attention spans, only specialised websites which understand how to communicate effectively with all these new tools can succeed.

The PR industry is only likely to become more ethically focused with the Public Relations Communication Association’s (PRCA) expulsion of Bell Pottinger being a major point in 2017. Therefore, more awareness and positive messaging needs to be shown to restore trust.

Importantly, with rising scepticism, this personal relationship with consumers can not be perceived as socially good for the sake of it. This is exemplified by 2017’s more tragic campaign, such as Kendall Jenner’s Pepsi campaign, which despite intending to share a positive message was ridiculed. Ultimately, messages need to be better thought out, as consumers are more knowledgeable and are harder to impress than ever before.

Conclusion

This year will involve more competition and more technological use than ever before. At 72Point, we attempt to stay one step ahead and monitor these trends carefully. The PR world is a jungle and it has been shown to be ruthless in the past year. Therefore, more personal and genuine campaigns need to be implemented this year before it is too late.

72Point will be exhibiting at this year’s Prolific North Live at Event City on February 28th and March 1st. They will also be sponsoring the Digital & Content talks in the Keynote Theatre. You can register your attendance here.

Making sure you get a ROI on social media for clients

When putting a marketing or PR strategy together for clients, social media is on its way to taking up the number one spot at the top of the to do list.

As we all know, social media is a key engagement tool for both B2B and B2C companies but how do we show our clients that a simple well thought out social media strategy, can deliver ROI and contribute towards the businesses overall goals. If you want your efforts to be taken seriously, it’s crucial to prove their worth.

Once you have established the purpose of using social media for a client (whether this be to increase engagement with targeted audiences, increase sales or to simply share the work they are doing, the next step is to set goals and define KPI’s.
Key examples of social media metrics to track include:

  • Engagement – shares, likes and comments on posts
  • Reach – the measurement of how content is spread across various social media channels
  • Leads – potential new customers
  • Conversions – leads that turn into customers

The next step is to select the correct tactics and measurement methods so you are able to SHOW your results.

So for example if goal number one was to increase social media engagement then the social media metrics to measure will be: Likes, Shares, Comments, Retweets, Mentions, Favorites.

If goal number two was to increase brand awareness then the best way to measure this is to look at: Follower growth rate, percentage change over time in followers, Twitter sentiment, reach by region, clicks by region.

The ability to track should be built into everything you do on social media, so you always have a clear metric to show the success of a campaign.

Creating a report to present the data in an easily digestible way allows you to simply and effectively share your ROI on social media with clients.

Checking various social media metrics frequently—often daily- ensures that your social media goals are being met and if they aren’t being met, make small adjustments. The lifecycle of social media campaigns is often very short, so you need to stay on top of the data as it happens.

Always remember to look at what was being done before and use this as a tool to show how far you have helped their social media channels grow.

Written by Shoppertainment, co-sponsors of Prolific North Live 17’s ‘Communications Suite’

Fake News

Fake news is a topic on the tongues of many people at the moment. MP’s are investigating the threat to democracy and seeing whether websites and social media platforms such as Google and Twitter need to take more of a responsibility in the control of fake news.

What do we class as fake news?
Is it the deliberate making up of a story purely for entertainment value? Or is it when a real news story has details added in to make it part real/ part not real?
Social media has become a place where real and fake stories are shared in such a similar way; users are having a tough time knowing the truth from the lies.

If we think about the number of users of social media across the globe, and then how many of these users use social media to obtain all their news; this equates to a huge proportion of people who may never see genuine news stories.

Lucy Mangan, Columnist for Stylist Magazine, made a valid point in last week’s issue when she said we are all journalists now. We have become our own experts’ evaluating a story’s source before we truly believe everything we read and having to ‘sift facts, opinion and outright fiction.’

For PR’s the ‘post-truth’ era is definitely among us but what can we do to avoid falling into the fake news trap and ensure clients are ready should they fall victim to fake news:

  • Be ready to respond straight away to anything untruthful- reputations that took years to build up can be ruined in less than 5 words
  • Anything being talked about on social media, if it has enough shares, can become a story in itself so make sure you monitor social media as closely as you monitor the press so that fake stories do not gain traction
  • If crisis hits, embrace the story and use it as a way to promote your client and flood the media with positive and truthful messages. Be sure to acknowledge the fake story and put it right
  • If you want to share a story on behalf of a client, make sure you check its source and what else is being said on the topic
  • Continue speaking up- continue telling your client story and spread their key messages as far as you can. You never know, but by doing this may result in people never believing fake news in the first place!

In the meantime we’ll keep our eyes out on the findings of the MP’s investigations.

Don’t forget to follow us on twitter @shoppertainmgmt to keep up to date with us!

The Advantages of a Full Service Provider

We’ve all done it at some point in our lives. Searched endlessly on various sites to see which deal works out cheaper. It can be the same for companies when you’re trying to find someone to work with across a variety of services such as marketing, PR, creative and events.

If it’s the first time you are looking to outsource a marketing/ creative/ PR or events company as part of your overall business strategy, or if you are considering trying something new, it can be daunting. Luckily help is at hand in the form of full service providers.

Using a full service provider has many pros including:

  1. A dedicated account manager to work alongside you at all times, allowing them to understand your company’s objectives inside and out.
  2. Having a one stop shop for all your needs equals less of your time being spent trailing through numerous sites.
  3. Teams have more experience in dealing with all different environments and can solve problems in a timely manner.
  4. Using separate providers for different services is risky and may result in work being inconsistent.
  5. After working in the industry for many years and building up trusting relationships, full service providers have endless resources.
  6. Any strategies will be linked and work together to benefit all aspects of a your company’s needs.

For more information about Shoppertainment please visit our website www.shoppertainmentmanagement.co.uk or keep up to date with us on social media…

Twitter: @Shoppertainmgmt
Facebook: @Shoppertainmentmgmt
Instagram: Shoppertainmentmgmt
Linkedin: Shoppertainment Management

How to have a fun social presence as a B2B company

It’s a common misconception that B2B companies can’t speak to people like people.

It’s thought that if you’re talking to other companies, suddenly people stop being people. This simply isn’t true. Whatever you’ve created is still talking to someone, one on one. You are addressing a person.

Another misconception is that B2B companies can’t have a sense of humour, or fun, about their work. This, again, couldn’t be further from the truth.

We’re going to look at a few examples from some of the big players and see how they do it. These companies, at all times, remembered that their audience is made of people, not faceless companies. Here is how to have a fun social presence as a B2B company.

General Electric Instagram

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General Electric Company (GE) is a global digital industrial company. The Company’s products and services range from aircraft engines, power generation and oil and gas production equipment to medical imaging, financing and industrial products. Sounds pretty solidly B2B, doesn’t it?

GE uses their social channels to express their awe and fascination – not with their products, but with science and innovation as a whole. They have an Instagram following of 185,000, many of whom are highly engaged. What’s the secret to their success? They treat their audience how they would want to be treated; with intelligence and respect. Some of the work GE produces is highly technical – but it doesn’t mean it can’t be entertaining.

Their social platforms are the ultimate lesson in ‘don’t sell the product, sell its context.’ There’s no call to action to buy, it’s just showing the incredible projects they work on. And as a follower, nothing could be more interesting.

Maersk Shipping’s Facebook

image02Image taken from Maersk’s Facebook page

Just to be clear, yes we’re talking about the Danish shipping company Maersk. With an incredible 1.1 million people following them, it’s hard not to be in awe of Maersk’s social efforts. If you think about it, Maersk have got a major advantage; they work on a huge scale.

Big stuff is impressive to anyone, regardless if you’re a customer or a passing social user. One video shows a 2million volume shipping container being filled. As a sentence, that’s pretty boring – the video is anything but. The scale of it is incredible. And that is what engages Maersk’s users. What is everyday to their company is exceptional to anyone else. Their channels embrace that philosophy and put it centre stage. The result? Over seven thousand video views of a shipping container being filled.

Screwfix’s Facebook

As Screwfix serve both home DIYers and the trade, their social feeds tread a fine line between B2C and B2B. Their Facebook page is a solid example of how to use humour to engage customers. Most posts are a giant pun-off, sharing haphazard building techniques, dodgy installations and ridiculous everyday occurrences. It’s genuinely entertaining, and with the occasional smattering of product posts, Screwfix are successfully pushing their brand and speaking in the tone of voice their audience will relate to. Who says screws don’t have a sense of humour?

Hubspot’s Twitter

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Hubspot market to marketers, which is meta, but they’re considered to be the best at it. Why? Well, they started in 2006, and then two years later recorded a profit of $2.2 million and then four years later recorded a profit of $54 million, so it looks like they’re doing something right.

One of Hubspot’s highlights is their Twitter feed. Aside from the fact they offer endlessly useful content, always seem to know a trend before it’s happening and are almost telepathic in the content it’s users crave, it’s also a good case study to model your own social efforts on. Problem solving is pushed over product. User’s need is placed before the company’s gain. They’re there as an encyclopedic reference point to return to again and again.

And most importantly, it’s fun. It’s fun to learn something that’s presented in a visually interesting way. It’s fun to see the trends that are coming up for your market. Hubspot’s human approach has earned them 737 thousand followers. They must be onto something.

Key takeaways for your own social efforts

A sense of humour is no bad thing, as long as it’s executed in the right tone of voice for your audience.
Your social content must have value, as well entertain.
What is everyday to you is out of the ordinary to others. Celebrate that.

About the author
Simon Landi is one of the founding members of Manchester-based marketing communications agency Access, and has been running the business since 1999. With extensive experience across many sectors including travel & tourism, B2B and not for profit, Simon’s background has seen him work for a variety of household names. His focus on engaging with customers at every stage of their journey, inspired him to develop Access’ very own live event social media tool EventStreamLive

5 Tweets of the Week

Northern Powerhouse SMEs are leaving their songs left unsung

Since moving back to Lancashire 3 years ago after nearly 20 years down south, I’m still struck by the differences in culture between companies based here and in the Greater London sprawl. The North West has been welcoming and open in ways even I, as a returning Lancastrian, wasn’t expecting.

For innovation, this is a very good thing. Openness lets ideas breed.
Like many other areas of the country outside London, the historically industrious North West is quietly getting on with running and building business prosperity without waiting for the power of the region to be unleashed by government funds.
In contrast to the clipped certainty of the London start-up scene, entrepreneurs and business owners here often seem more humble. Their business focus tends to be on getting the product right. Making sure the groundwork is done properly. Not shouting about how big the company is going to be in 5 years time unless there is very clear evidence that this projection will become reality.

Full order books have kept many companies in the North West away from marketing.
The thing that turned me in to a more vocal champion for the area was that from the outside, it can look like there is not much going on. Like we might not understand business because we live outside London. But then you look at the bottom lines of some of the region’s home-grown companies. And you realise how big their potential is, if anyone had actually heard of them.
Marketing – delivering what customers want, profitably – is not something that Unilever does because it has the luxury of a huge advertising budget. Marketing is the translation of business objectives into a relevant set of clearly communicated products or services, based on a sound understanding of customer needs. We have to get past the evaluation of marketing as a cost. It is an investment that will grow your bottom line, or it has no business existing.

Shouting about your latest deal on Twitter does not equal effective digital marketing.
In 2017 we need to get our message across more clearly. We can all be effective advocates for the innovation and growth potential that exists in our region. This year, let’s get more Northern Powerhouse companies singing loud enough to be heard on a national and international stage.

Jane Dalton, Founding Director at Groundswell Innovation  www.groundswellinnovation.co.uk @JDGroundswell
Prolific North Live – Stand 185, just opposite the BBC at Stand 37.

5 Tweets of the Week

6 Top Tips For Social Media Success At Prolific North Live 2017

Social media has transformed the way in which attendees interact with exhibitions and we’d go so far as to say we couldn’t imagine attending an event of any size nowadays without a very busy hashtag and a live feed wall!

As an attendee; being able to follow a hashtag to keep up with what’s going on across the whole event is an easy and straightforward way, using a smartphone, to make sure you don’t miss anything. As an exhibitor, however, making the most of the opportunities which exist aren’t always as simple.

We caught up with James Brockbank, MD of Digitaloft, one of the full-service digital marketing agencies signed up to exhibit at Prolific North Live 2017, who shares his six top tips for social media success as an exhibitor at this year’s event.

1. Choose Your Platform Carefully

When planning to exhibit at a trade show, the reality is that you’ll only ever have so much time to dedicate to things such as social media before, during and after the event. As such, it’s important to ensure that the time you do have available for ‘getting social’ is spent as efficiently as possible.

The most common mistake which businesses make when planning their social strategy alongside their wider event marketing plan is spreading their efforts too thinly. Whilst there’s certainly a benefit to having at least some presence across all channels where your audiences are hanging out, you need to be able to determine which is going to be the most beneficial for a particular event.

In most instances, B2B events (such as Prolific North Live) will most often see Twitter used as the main platform. B2C events, on the other hand, may find a much stronger weighting towards Facebook, if only equally with Twitter.

Take the time to understand which platforms are going to be most beneficial and, the busiest as the event draws closer. You can usually gauge the right platform by analysing the event’s official social pages, looking not only at how many ‘likes’ or ‘followers’ these have but also at the engagement.

By knowing where to spend the majority of your time, you’re setting yourself up for success right from the moment you start planning.

2. Generate Pre-Show Buzz

Almost as soon as you sign up to exhibit, your social campaign should begin and it’s important that you work hard to build up a pre-show buzz, not only about the event itself but also about your appearance.

Trade shows notoriously have decision makers in attendance and the hardest task is often getting to take the time to come and visit your stand over everyone else’s.

In order to get on the radar of attendees, take the time to use your social channels to generate a buzz ahead of the show and get involved as much as possible. Here’s a number of suggestions and ideas for doing just that:

– Utilise the event’s official hashtag on a regular basis in the run up, with your activity around this increasing as the date approaches. From simply letting people know you’re exhibiting through to offering a showcase of your products or services; being heavily involved in conversation centred around the hashtag can be a great way to generate awareness.

– Reach out individually to those who you know will be in attendance (by their engagement on the hashtag) and start a conversation. An attendee is far more likely to come and say hello at your stand if you’ve already had a few messages exchanged on social media.

3. Appoint A Dedicated Member Of Your Team To Run Social Channels From The Event

Exhibitions are non-stop for those exhibiting and you’ll be kidding yourself if you think that the same people who are manning the stand will be able to update your social channels and engage with others at the event. The reality is that they won’t. In those rare moments between speaking with attendees, those of you on the stand will likely want to grab a drink or a quick toilet break; not be having to update social media.

Ahead of the day, appoint a member of your team to run your social channels at the event and ensure that they have no other responsibilities. This will allow them to dedicate the time to post continual updates covering the event as a whole, engage and network with others and ensure you have a visible presence on live social feeds which are often displayed.

4. Offer Exclusive Content

Offering exclusive content throughout the event can be a great way to attract attention from those attending and engage with your channels.

Whilst the exact content you should offer will depend almost entirely upon the type and size of the event, what works well across most shows is tips shared by any speakers at the event (visualised if possible), general announcements and giveaways and competitions.

5. Host A Giveaway

Moving on to the topic of giveaways and competitions; these can be a brilliant way to not only drive engagement on social media on the day of the event but also draw people to your stand.

By promoting a competition or giveaway across your social channels in the run-up, you’re starting to build that buzz and give people a reason to want to visit your stand. Of course, you don’t want them simply turning up, entering your competition and leaving without a chat, so ensure you’re properly staffed to ensure there’s always someone available.

In terms of planning your giveaway, however, always try to offer a prize which attracts your target market as a little lead nurturing post-event could well turn them into a potential client!

6. Don’t Stop Once The Event Does

Perhaps the last way to ensure social success at a trade show is to make sure you don’t stop once the event does! Take the next few days to connect with those who you interacted with on a face-to-face level and really use your platforms to continue to develop relationships.

Meeting someone in person is still one of the best ways to strike up on-going discussions (and turn these people into leads and clients), however social media is, for many, the preferred platform of choice for keeping in touch!

At the end of the day, social media can work for any business to support their trade show marketing and it’s important that a strategy is planned out months in advance.

digiloft (1)

You can catch Digitaloft at stand 195 at Prolific North Live 2017.