Part of the appeal of attending a trade show or conference for work is the opportunity to travel, visit a new city and sneak in some leisure into a business trip. From a marketer’s perspective, fringe benefits deserve attentiont too. In the case of trade show marketing, this is about promoting the city or location where the event is to take place. What can people do after they have spent a day taking classes at your conference or visiting exhibitor booths at your trade show? Where can they dine? What entertainment options are available to them? Most importantly, in 2021, what’s open? And what safety measures are in place?
The more compelling your destination story, the more compelling their reason to attend your event. Great trade show marketing builds in destination marketing and when done well, it seems seamless.
I recently had the opportunity to help revamp a trade show’s travel section and incorporate the destination story. New York as a destination tells its own story and needs no writer to sing its praises. All the same, we created a page tailored to the location and audience. This was a fun project.
What would you do differently?
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