How to prepare your online audience ahead of live events
There are two major motorcycle industry events taking place next month, with EICMA and Motorcycle Live bringing together thousands of motorcycle enthusiasts and industry insiders. In this article we will explore how brands exhibiting at such important industry events can maximise their impact by engaging with their audience and attendees BEFORE the shows take place.
Attending trade shows can be a game-changer for motorcycle brands, but to truly maximise their impact, companies can prepare their online audience in the weeks leading up to these events. This applies equally to priming B2B targets and engaging with a B2C audience.
Here at Motorcycle Marketing we have years of expertise in the online strategies that motorcycle brands can employ to make the most of their attendance at events, such as social media marketing, targeted social media advertising, SEM, email marketing, press release distribution and influencer marketing.
EICMA (Esposizione Internazionale Ciclo Motociclo e Accessori) in MIlan and Motorcycle Live, hosted at the NEC near Birmingham, are two of the most significant events on the European motorcycle industry calendar. They respectively provide big platforms for motorcycle brands to showcase their latest products, connect with their audiences and drive business growth.
Set your goals pre-event and build your plan around them
The key to achieving your predefined goals at a live event lies in the online preparation undertaken in the weeks leading up to it, in tandem with the logistical planning that goes into preparing your physical presence at an event. You and your team should work efficiently at the trade show itself to maximise your digital impact as a brand and you can also prime your audience before the event to ensure they are engaged and excited to interact with your team in person.
Of the essential strategies and tactics to prepare your online audience for maximum impact, one of the first you can execute is launching a compelling social media campaign to build anticipation and excitement.
You might want to share teasers, behind-the-scenes content, and sneak peeks of what attendees can expect at a forthcoming launch, show or festival. Well executed video content, photography, graphics, well-written captions and potentially animations will work well to promote a new product or to deliver key messages about your brand.
Work with collaborators at events to widen the net
If you are expanding into new markets, growing your sales or customer service teams or wish to highlight your association with specific partners, suppliers, influencers and ambassadors, strong content around these themes can be promoted organically as you approach a key live event.
The social media experts here at Motorcycle Marketing know how to gain maximum visibility with targeted audiences on platforms such as Facebook, Instagram, TikTok, Twitter, YouTube and LinkedIn. If the challenge is, ‘I want our audience to be thinking this particular thing about our brand when they see us at EICMA’ our expertise will help you and your marketing team achieve that goal.
Go beyond organic marketing and consider SEM
We also know exactly how to leverage the power of social media advertising and search engine marketing (SEM) to reach motorcycle-related B2C and B2B audiences with the best possible ROI.
The Meta Business suite delivering adverts into audiences on Facebook and Instagram allows for highly targeted advertising, ensuring that your message reaches exactly the right local, national or international demographic at exactly the right time in the lead up to a launch or event. The timing of robust Google Ads campaigns for Google and YouTube, in addition to targeted LinkedIn ads, will have future event attendees tuned in to your brand’s latest messaging in the days and weeks before an in-person interaction.
Well-written newsletters incentivise live event attendance
Likewise, you can step up your efforts in engaging with your existing customer base and potential leads through email newsletters, gradually building anticipation ahead of a key date on the calendar.
We recommend crafting informative and visually appealing newsletters that highlight your forthcoming presence at the event, special promotions and exclusive offers. Encourage subscribers to register in advance for exclusive access, content and offers at your booth or to attend your presentations.
Depending on the level of your relationship with the event organiser you might also be able to share your key messages and pieces of important information with conference delegates and trade show ticket holders via their newsletters and/or website in the build-up to the gathering. If you are sponsoring the event or are offered this digital exposure as an exhibitor it goes without saying that this opportunity should be seized with both hands.
The power of the motorcycle media
Meanwhile, issuing press releases is still an effective way to generate buzz before an event, providing you have something interesting to say and you know how to get journalists to open and read your emails!
The Motorcycle Marketing media database contains more than 500 specialised motorcycle journalists and media outlets, many of whom we have close working relationships with.
Press releases can be used to share announcements, such as product launches or special guest appearances, with motorcycle industry publications and websites. This can help secure media coverage and increase your brand's visibility.
Collaborating with influencers in the motorcycle community can significantly boost your event preparations. You might want to offer up one of your ambassadors or a key figure such as a CEO as an interviewee for a content creator before an event, or invite influencers to attend an event alongside you to enhance your presence at a show and gain credibility with their audiences.
Identifying the right influencers is a fundamental
It's important to find the right influencer type to resonate with your brand and to incentivise them well to create content about your forthcoming participation at EICMA, Motorcycle Live or any other relevant event. Their endorsements can be powerful in driving attendance and interest.
By strategically preparing your online audience in the weeks leading up to industry events, you can maximise your impact, boost attendance at your stand, and leave a lasting impression on motorcycle enthusiasts, riders and industry professionals alike.
For motorcycle brands seeking expert assistance in implementing these strategies, Motorcycle Marketing has exactly the know-how required. Contact us now for a free consultation on how we can move your brand up to the next level.
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