Back To (In-Person) Business: How To Maximize ROI At SCE And Beyond BY SIMONA GEORGESCU, ADDUCO COMMUNICATIONS After nearly 16 months of digital trade shows, conferences, and exhibitions, the return of SuperCorrExpo in person
SuperCorrExpo, cannot be overstated. These events are where deals are made, where connections are solidified, and where strangers become trusted and valued partners. And while there are going to be some challenges--we’re all a little rusty here-- the benefits of being at a show like SuperCorrExpo are innumerable. The pandemic, which grounded operations for most in-person events over the last year and a half, is still not quite over. SuperCorrExpo attendee numbers are surpris- ingly robust given another potential surge on the horizon and many companies still hesitant to send large numbers of staff to global events. l suspect given these ever-chang- ing circumstances, exhibitors at the event are likely to be vying for the attention of a smaller pool of decision makers this year. That means the stakes have never been higher for ex- hibitors to showcase what’s new and innovative. Putting in the extra effort, and realizing what options are available
is a very welcome advancement. We’re all ready to get out in pub- lic and make those critical con- nections, meet up with longtime friends and colleagues, and see what innovative solutions are on the horizon in the ever-changing corrugated industry. While I’m sure there’s some
Simona Georgescu
hesitation around a return to these in-person events, the value of these trade shows and conferences, particularly
in pre-show, on-site, and post-show, can make all the difference in your success during this critical year. Maximizing Pre-Show Communications Many companies understandably en- hanced their online presence during the pandemic, with wide-ranging investments in websites, digital marketing, and optimized social media engagement. It’s now important to leverage these tools to drive traffic to your booth while continuing to create strong, en- gaging content for those who will be unable to attend the show in person. Your website, LinkedIn, Instagram, Face- book, and Twitter are tremendous resources to get your message out to your key stake- holders. Make your online presence strong enough and engaging enough to cut through the clutter. Are you promoting your presence at SuperCorrExpo on these channels? Are you engaging with TAPPI and AICC leading up to the show? Are you sharing informative con- tent to whet the appetite of your customers so they want to be the first at your booth come Monday morning? What you are doing on the social side, is only a small piece of the overall market- ing puzzle. Don’t miss the unique (and often FREE!) opportunities that are available to you from the show itself. This year, TAPPI is offer- ing many marketing opportunities to get peo- ple excited about the show and customers to your booth. Make sure you share your free exhibitor passes with your customers. Did you purchase a sponsorship this year? Are you taking advantage of all the incredible oppor- tunities to be amplified through your sponsor- ship? Pour over the SuperCorrExpo site and
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August 9, 2021
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