Trade shows continue to be one of the most effective marketing investments a business can make. They provide the opportunity to meet prospective clients face-to-face, strengthen relationships with existing customers, showcase new products and services, and build credibility within your industry.
But every exhibitor faces the same challenge: There simply isn't enough time.
Whether you're exhibiting at an industry conference with 500 attendees or a national trade show with thousands, it's impossible to connect with everyone. Even for the attendees who stop by your booth, most aren't ready to make a purchasing decision on the spot. They're gathering information, comparing vendors, attending educational sessions, and identifying potential partners to evaluate once they're back in the office.
Why Post-Event Marketing Matters
Think about your own purchasing habits. When you're considering a new service, technology or business partner, you rarely make a decision after a single conversation. You collect information, compare options, revisit websites, involve colleagues, and evaluate which company is the best fit.
Your prospects are doing exactly the same thing.
After the event, brochures are reviewed, websites are revisited, and internal conversations begin. During this evaluation stage, businesses that remain visible have a distinct advantage over those that disappear once the exhibit hall closes.
That's why post-event marketing has become such an important part of a successful trade show strategy.
What Is Event Fencing?
Event Fencing—sometimes referred to as event geofencing—is a location-based advertising strategy that allows businesses to deliver digital ads to attendees during an event and continue reaching them for up to 30 days after the conference/event ends.
Rather than relying on a single interaction at your booth, Event Fencing extends your presence beyond the trade show floor. As attendees browse websites, read industry publications, check the weather, or use their favorite mobile apps, your brand continues to appear, reinforcing the conversations that began at the event.
It's not about overwhelming prospects with advertising. It's about staying top of mind during the stage of the buying process when decisions are actually being made.
Marketing has always been about building familiarity and trust. Rarely does one conversation, one email or one advertisement result in a sale. The companies that consistently earn attention are the ones that remain visible throughout the buyer's journey.
Event Fencing helps accomplish that by:
- Extending the value of your trade show investment.
- Reinforcing conversations your sales team had at the event.
- Reaching qualified attendees you never had the opportunity to meet.
- Driving additional website traffic from a highly targeted audience.
- Supporting lead generation with continued brand visibility after the event.
Instead of your marketing ending when the show closes, it continues working while prospects are actively researching solutions and narrowing their options.
Turning a Three-Day Event into a Thirty-Day Opportunity
If you're already investing in booth space, sponsorships, travel, promotional materials and your team's time, why limit your marketing to the few days you're on the show floor?
Event Fencing transforms a relatively brief event into a month-long opportunity to stay connected with the people who matter most. It complements your sales team's follow-up efforts, reinforces your brand message and helps ensure your company is remembered when buying decisions move from the convention center to the conference room.
Trade shows will always be about building relationships. Event Fencing simply helps those relationships continue after the exhibit hall empties out.
Curious whether Event Fencing would be right for your next trade show? Email info@serendipity-media.com to learn more.