Don’t Let Unused Trade Show Assets Go To Waste

Use them to elevate your content marketing efforts.

Hundreds — even thousands — of hours are spent creating dynamic experiences for important trade shows and events. With so many canceled or postponed shows, companies are looking for new ways to leverage these experiences. One option is to use them to expand your content marketing program. Here are ten great ways to do it.

  • Convert your overall booth story into an eBook.

Use your booth layout to define each chapter. Integrate core booth images and headers in each chapter. Use the booth demos to inform the content.

  • Transform live demos into on-demand videos.

Have demo staffers record from home using their iPhones. Record key demo moments using screen grabs or Camtasia and then edit them together.

  • Turn a theater presentation into a webinar. 

The presenter can be seen or simply a voice and use whatever media you had planned for the trade show for visual support. Add live Q&A and polling to make it interactive.

  • Feature Subject Matter Experts in moderated podcasts.

Podcasts can be created very easily. We recommend using a moderator to add structure and impact.

  • Use target audience pain points for blog topics.

Many companies begin trade show planning by asking, “What are the top pain points for our target audiences and how do our solutions address those challenges?” These pain points are great topics for blogs.

  • Turn qualifying questions into an online survey.

Most companies define what makes a qualified lead for a particular show. Then create questions to determine which attendees are good prospects. These questions can be used to conduct an online survey and their responses become the data for an infographic. 

  • Convert Showcase Presentations into SlideShares. 

Most shows have an Innovation Showcase. If you had a presentation planned for one of these showcases, put it on SlideShare and promote it.

  • Turn Tech Talks into white papers.

Try to limit the length to no more than 3 pages and use visuals to tell your story.

  • Create online articles by interviewing company execs.

If meetings with company executives were part of your trade show plan, interview them using the target audience’s point of view. Then, turn the interview into an article.

  • Convert Partner Presentations into visual value stories.

If you planned on having a partner in your booth or if you were going to be in a partner’s booth, don’t let that story go untold. Distill the joint value proposition into a crisp, customer-centric visual story. 

Make sure to follow these industry best practices if you do it yourself. Better yet, work with an agency to accelerate the quality of communications and pace of delivery.