Joanne Gore – Vice President – National

Were you at drupa this year? I wasn’t. Well, I wasn’t there physically. But I have to say… on many days I felt like I was truly there. Between pictures, tweets, posts, videos, newsletters, email blasts and everything in between, I almost felt like I was there…minus all the walking!

“70% of event programmers said the viral nature of an event is extremely or very important.” source:capterra

As someone who plans events, whether it’s as a vendor at an industry tradeshow, Avanti’s own user group, or a workshop, one of the greatest challenges all marketers face is the dreaded “bums in seats”.

Tradeshows are changing. Factoring aside the educational component of most events, many attendees have done their research long before stepping onto the show floor or walking into your session. They are ready and armed with the questions they want answered; regardless of what stage they’re at in the buying process.

But consider this: according to Global Experience Specialists, 75% of tradeshow brochures and product pamphlets end up in the garbage. In order to provide attendees with the content they’re actually interested in, brands are using electronic collateral/literature, allowing attendees to select what they want and have it sent instantaneously to their inboxes.

I know that the amount of traditional print that I produce for tradeshows has declined, however the demand for information is as pervasive as ever. Faced with an onslaught of social sharing capabilities; how can printers pivot and regain their foothold in the event arena?

Did you know that the average event uses five promotional methods to publicize the event? Over 75% of marketers use email to promote their event, while 47% still mail invites. (source: HubSpot).

Direct Mail is making a comeback. “Direct mail continues to serve as a key driver in most omnichannel marketing plans. It’s complemented well by online efforts, and fills a much-needed niche.” Source:cash4toners.com.

I know of one organization that offers photobooks to their conference attendees who share pictures taken during the event. Another company I know doesn’t wait for their customers to reach out. They are proactive in their outreach based on insights they’ve gathered from past events, regardless the industry. From giveaways to signage to wrapping to highly targeted direct mail; there are a number of ways that printers can add value to their prospects and customers…if you’re willing to do a bit of homework and think creatively.

While nothing can take the place of live, face-to-face interactions, there is something to be said with the ability to extend the experience to those who just may choose to attend the future live event themselves. And sharing that experience, regardless the channel, is the first step towards getting that extra bum in a seat.