You’re sponsoring the biggest trade show of the year. Your brand has premium visibility, but when you look around everyone has at least one eye on their mobile device. Is it really that surprising? In this booming digital age, Flurry claims that people are spending 3 hours and 45 minutes a day using mobile devices. If mobile is where your customers are, then that’s where you need to be.
How can you make the “second screen” work for you?
The more ways you engage your target audience at the show the greater the ROI. Mobile is a non-invasive but effective way to squeeze extra value out of your event sponsorship. There are two main ways to expand your brand presence to mobile: apps and social media.
Most shows offer a mobile show app that mirrors the printed show guide. Create a presence within the app that delivers brand recognition and reminds attendees you’re at the show. Or, if you have the resources, you can create an app for your brand. Your onsite sponsorship could direct viewers to the app where you push your relevant content and convert attendees.
2. Social Media
Since most brands are already on social media, this won't take much effort, but it offers great benefits. Add your social media handles and hash tags to your sponsorship materials so people connect with you electronically. If your target audience responds to contests or giveaways, then promote them through social media accounts. (Which require engagement to enter.) Get the attendees to use your hash tag and upload content to your social sites. This increases your brand presence far beyond just the show’s attendance.
Just like with any marketing initiative you have to be fresh and creative with your ideas and execution. Get in the mindset of the attendees when it comes to utilizing the second screen. What do they need? What is easiest for them? The show is already so busy and competitive that your offering has to be attractive to be successful. Don’t worry though, you’re already one step ahead of the competition by taking advantage of the huge opportunity mobile devices provide an event sponsorship.