Expo event marketing. Your guide to getting noticed

17 April, 2024
Elizaveta Guliaeva
expo-event-marketing-cover

Industry events are key for networking and growth in transportation, mobility, or logistics spheres. There, you, as a service provider, can meet potential clients, suppliers, and fleet industry peers. However, success at exhibitions, conferences, and other events involves more than just showing up. Effective expo event marketing is crucial for drawing visitors to your booth, enhancing your regional presence, and boosting your company’s image. 

The challenge lies in crafting and distributing compelling news about your participation to achieve these goals. Let’s figure out how to publicize your event involvement effectively.

Essentials for effective news writing

Key information about the event

At least two news materials from your side can accompany every event: an announcement and a post-announcement.

The material conveying your intent to participate in the expo or conference should distinctly provide the event’s venue and date and the precise location of your company’s booth if you have any. It is also worth telling details about the event itself, why it is worth attending, and what participants can see besides your booth if they come. 

The post-event material should briefly repeat the key information about the exhibition and highlight significant outcomes for the company. They may include connections established during the event while respecting confidentiality, the delegations that attended your booth, if any, and the products or services that garnered the most attention from the visitors. 

Examples:

fleet industry expo participation 1

Useful tips for your audience

This is obvious but crucial to emphasize: the material you write should be interesting to read.

Avoid publishing the full list of all developments presented and companies met. Instead, focus on highlighting region-specific features and challenges you may catch during the meetings.

For example, you might notice that local visitors are interested in fuel tracking, while attendees from other countries seek solutions for driver behavior monitoring. This is also an opportunity to mention that your company offers solutions that cover all these tasks. This approach will attract a broader readership and position your company as an expert in the field.

Examples:

Photos and videos

Including photos or even videos in your publication is highly desired.

Consider hiring a professional photographer to capture quality photos or utilize a high-resolution smartphone camera to photograph the booth, company representatives and guests, and other important details. 

The resulting photos and videos will not only vividly illustrate your participation but can also be used later in presentations, social media posts, or expo marketing materials.

fleet industry expo participation 2

Contact details

Don’t forget to add contact details to your news. This will make it easier for your potential clients to know who and how to contact if they wish to visit your booth during the event or ask any questions afterward.

Where to publish your news

Social media & chats

Social media is an essential and accessible tool for informing partners about your exhibition participation, especially if you don’t have a website. It usually serves as an effective channel for sharing any company’s upcoming activities and communication with the target audience.

Beyond inviting partners to your booth, consider using social media for daily updates during the event. This strategy can engage those who cannot attend in person. 

Additionally, if you’re part of any professional chats, make sure to utilize those as well. Inform the members of these groups about your event to maximize outreach.

wialon linkedin

Invitation to visit the Wialon booth on Linkedin

Company blog

If you have a website, its blog section is a traditional platform for posting the event-related content. We recommend publishing an announcement about the expo or conference participation at least a week before the event date and a post-announcement no later than a month after returning from the business trip. However, it’s best to act as soon as possible while the news is still fresh. 

Newsletters

To ensure your expo news is noticed, support your publications by sending newsletters to your current and potential clients before and after the event. 

Informing newsletters can work effectively as a standalone tool even without a blog article. However, make sure they contain essential details about the event, such as the date, location, and booth number, along with your contact information. 

Media

Did you introduce a new product at the expo that hasn’t been shown before? Or were you a speaker at the event? Or perhaps you have other exclusive news you want to share with a broader audience? If so, don’t hesitate to create a press release and share it with local media!

If you don’t have relevant contacts yet, take advantage of being at the exhibition. Journalists usually don’t miss important business events, so get to know them on-site, exchange contacts, and get your expo story covered. 

And, of course, if you are a service provider working with Wialon and have some exclusive material to share, don’t hesitate to contact us at marketing@wialon.com. If you participate in an exhibition where you present a new solution or a successful project that will be of interest to the market or want to share your expert opinion on trends in the industry, we can help you with media relations. 


We hope our community finds these tips valuable and will keep them in mind as we move into an eventful 2024. To find out which exhibitions Wialon takes part in this year, take a look at our event calendar. Looking forward to seeing you soon!

Elizaveta Guliaeva
Elizaveta Guliaeva
Elizaveta is a Content Marketer at Wialon. She shares the latest company news with the Wialon community and creates useful marketing materials showing the best Wialon features for different business niches.

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