It ’ s time for a content health check !
Ahead of show floors reopening this summer , ASP ’ s MD Jon Benjamin gives his top tips on how to engage with your exhibitors and audience while ensuring your event is forever relevant
Your website , your way
ASP ’ s websites are easy to use , fully integrated , customisable and jam-packed with event-focused tools .
Keen to know more ? Website : asp . events Email : hello @ asp . events Telephone : + 44 ( 0 ) 20 8680 8004 coming back for more .
You ’ ve got mail Some companies churn them out to the point they become little more than porky spam . However , used in the right way , newsletters are a great way of keeping your audience interested in your event while providing your event with additional revenue opportunities . These mailers could be a mix of top tips , how-to guides , webinar reruns and even a good old fashioned longform insightful article . Great examples of non-industry newsletters are The Athletic and dare we say it , PopBitch ; which has a brilliant newsletter layout .
Zoom with a view Admit it , despite suffering from a bit of Zoom fatigue , we all love a good nose at the background of people ’ s houses in web calls . The showfloor will always be the crown jewels , but even when we are allowed to meet face-to face , digital content will remain key to growing event communities . What ’ s more , as well as providing year-round content , webinars and vlogs are a great way of adding extra money to your bottom line .
Spring has finally sprung and with the green shoots of the revival of our industry starting to sprout , here are ASP ’ s top five tips on how you can engage , maintain and even grow your events through social media and your event website .
Time to shine The pandemic has shown that we need to be a multi-platform industry . By utilising new media verticals there are opportunities aplenty for savvy organisers . Through your event website , allow your exhibitors to enjoy a content rich experience and promote their products by using profile tools . Organisers can use these moments of limelight to increase exhibitor exposure and enable them to generate leads . We ’ ve found these tools can be a serious revenue stream for an organiser that can make £ 100,000 + just from your website alone .
Play cupid Give visitors reasons to come back to your site . Now we ’ re not talking Tinder or Hinge , but through allowing exhibitors , sponsors and visitors to build their own content profiles , you can then use web matchmaking tools to play cupid and help them connect . And while they are there , make sure you have a mix of regular industry news , features , blogs and stories to keep them
Get social Finally , social media : be it Linkedin or one of the many other flavours , is still the ultimate engagement tool . But your content needs to be compelling . We recommend inviting industry experts to take part in social media takeovers which can even be held on your website . This could be promoted through your social channels beforehand and through mailouts . A takeover could be carried out as a preplanned Q & A which allows for your community to also ask questions .
Want help making your website a community and revenue building machine ? Get in touch at hello @ asp . events
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