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How to Recoup Tradeshow Dollars With Digital Advertising and Content Marketing

By Paige Flenniken on April, 15 2020

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Paige Flenniken

As an event marketing producer, Paiges help brands build their bottom line through improved business processes, strategic planning, philanthropy, signature events, public relations, and marketing communications. When she's not working, you'll find her singing opera and hanging out with her cats.

Stuck in a COVID-19 sales slump? You're not the only one. If you generate revenue from trade shows (or brick-and-mortar stores or field sales), the last few weeks will have been tough. Digital advertising, however, lets you promote products and services through various digital channels, such as search engines, social media, websites, and affiliate programs. You can still advertise to customers and clients until you meet again face-to-face. Combine digital advertising with content marketing for even more explosive results.

Repurpose Trade Show Ad Dollars

In the last few weeks, more organizers have canceled trade shows across the world. Mobile World Congress, Cisco Live, IMEX Frankfurt, Geneva International Motor Show — these are just some of the events that won't take place this year.

It's a difficult time for everyone right now, but you don't have to stop promoting products and services. Only 8 percent of consumers think that brands should stop advertising during the current pandemic.

Only 8 percent of consumers think that brands should stop advertising during the current pandemic.

However, it's a good idea to distribute trade show ad dollars on other marketing methods until things get back to normal. Inbound marketing methods like social media marketing, email marketing, and search engine optimization will help you engage customers, increase awareness, and boost sales.

Content marketing, in particular, will help you develop deeper relationships with customers and clients right now. It costs 62 percent less than traditional marketing and generates around 3 times as many leads. You can partner with influencers and authority figures in your niche for even more effective content marketing.

Repurpose Your Advertising

Although most consumers don't think brands should stop advertising during the pandemic, they believe companies should change the way they advertise. Seventy-seven percent of consumers think advertising should talk about how brands are "helpful in the new everyday life," while 75 percent think brands should reveal what they are doing to "face the situation."

Many brands are changing the way they advertise during the pandemic. For many companies, there's less emphasis on product features and service benefits and more focus on how products and services provide value to people at this time. Aligning digital advertising with content marketing helps companies achieve these communication goals.

Companies use content marketing to convey important messages about the pandemic, such as:

  • Store closures and re-openings.
  • Cleaning and hand-washing policies.
  • Social distance policies in stores and warehouses.
  • Shipping delays.

Digital advertising is booming right now, and many companies should use it alongside content marketing as an alternative to trade shows. Research reveals that, due to stay-at-home orders, more people are using the internet than ever before. This means your digital ads and content will be seen by more people.

Internet traffic in the U.S. increased 32 percent in March.

If you are experiencing fewer sales right now, you might not want to spend money on digital advertising. However, distributing your ad dollars from trade shows to digital ads and content marketing could provide you with a significant return on investment.

Bringing it all together

Digital advertising is more important than ever before. With so many trade shows postponed or canceled, companies need a new way to communicate with customers and clients. Using content marketing, in particular, will help you recoup some of your trade show losses.

Looking for a digital advertising and content marketing partner at this time? We have more than 10 years of certified marketing experience. Click here to learn more.

 

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