Trade Show

OTime to complete: 6 hours over 3 months

This project will walk through how to create a successful trade show campaign by using inbound marketing. 

Completing these steps will allow you to:

  • Organize all of your efforts using the Campaigns tool.
  • Build out an editorial calendar.
  • Monitor social media for the event.
  • Generate leads during the event.
Step 1: Create a new campaign in HubSpot
Learn how

To-do

  1. Navigate to the Campaigns tool
  2. Create a new campaign and name it after your trade show or event. Include the year or month within the name if this is a recurring event. 
  3. Define campaign details.
    1. Set attainable visit, lead, and customer goals.
    2. Determine a timeline. The end date should be after the trade show date.  
    3. Label the buyer persona(s). 

Pro Tip

All assets created in the following steps will be connected to this campaign. Be sure to take the time to understand the campaigns tool!
Need some help getting started?
Watch the Campaigns training videos!
Step 2: Import tradeshow contact list
Learn how

To-do

  1. Navigate to the Lists tool
  2. If you have access to an attendee list, import those contacts into HubSpot. 
  3. Name your file so that it includes the trade show name and date, which will be created as a static list in HubSpot. Part of your campaign will be to reach out to these contacts before the trade show.
  

Pro Tip

You can import information specific to the tradeshow to segment on later down the road. Create custom properties inside HubSpot so the list import syncs correctly.
Need some help getting started?
Watch the Lists training videos!
Step 3: Develop a tradeshow editorial calendar
Learn how

To-do

  1. Navigate to the Calendar tool
  2. Add the trade show date as a custom calendar task within your calendar. 
  3. Create a plan for publishing blog posts, promoting via social, etc. around the trade show date. Every business and every tradeshow is different, so plan your calendar, your content, and how and which social media tools you use, accordingly. Each piece of content can be scheduled through the Calendar tool. 
  4. For any piece of content you create, tag it with the trade show campaign name. 
  

Pro Tip

Use the Calendar tool to assign different tasks to your colleagues to help create the different content assets.
Watch the Calendar tool walkthrough!
 
Step 4: Set up social monitoring streams
Learn how

To-do

  1. Go to the Social Monitoring tool.
  2. Set up social streams that will help you stay focused on the social media that you can’t miss before and during the event.
  3. Different streams could be:
    1. Event name
    2. Event hashtag
    3. Event sponsors
    4. Event speakers
    5. Event topic(s)
    6. List of attendees imported
  4. Check streams periodically before, during and after the event. Respond to posts when appropriate. 
  

Pro Tip

Set emails notifications for your social streams so you can be immediately notified of a stream match.
Watch how to set up a social stream!
 
Step 5: Draft and schedule pre-event email(s)
Learn how

To-do

  1. Navigate to the Email tool
  2. Create a new email and keep the name of the email consistent with your campaign name and content offer. Include "Pre-" in the name. 
  3. Determine the From Name and From Email Address (or the name the recipients will see). Make sure emails are sent from real people.
  4. Tag the email with the campaign name. 
  5. Create your message subject - this will be the first thing your recipient sees, so make sure it grabs their attention and invites them in to read your email. Include trade show name. 
  6. Create the email body. It should include any necessary information about the trade show. This could be your booth number or what to expect when stopping by your booth. Make the content is easy to scan and personalize when appropriate. 
  7. Send a test email to review your email. Make any necessary changes. 
  8. When your email is complete, schedule when you want it sent before the trade show. Within the Sending tab of the Email tool, determine your send date and time.
  9. Select the recipient list for the email. Use the list you created in the above step.

Pro Tip

Make sure emails are sent from real people. It should be the same email for emails during and after the trade show, as well.
Need some help getting started?
Watch the Email training videos!
Step 6: Draft and schedule email(s) for during the tradeshow
Learn how

To-do

  1. Navigate to the Email tool or click here
  2. Create a new email and keep the name of the email consistent with your campaign name and content offer.
  3. Determine the From Name and From Email Address (or the name the recipients will see). Make sure emails are sent from real people.
  4. Tag the email with the campaign name that you created in Step 1. 
  5. Create your message subject - this will be the first thing your recipient sees, so make sure it grabs their attention and invites them in to read your email. Include trade show name. 
  6. Create the email body. 
  7. Send a test email to review your email. Make any necessary changes. 
  8. When your email is complete, schedule the email for during the trade show. 
  9. Select the recipient list for the email. Use the list you created in Step 2.

Pro Tip

Be top of mind for the tradeshow attendees. Send them reminders during the event.
Need some help getting started?
Watch this tool's training videos!
Step 7: Create a form
Learn how

To-do

  1. Go to the Forms tool.
  2. Create a new form and name the form after the trade show. 
  3. Select fields for the form. This form will be filled out on a landing page by the attendees at the trade show.
  4. Mark any required properties that a visitor would need to fill out on the form. Email address is always required. 
  5. Since multiple people will be filling out the form, disable cookie tracking so every form submission is accounted for. 
  6. Save the form. It will be used later as you build out a landing page. 
  

Pro Tip

Remember, this form will be filled out during the tradeshow. Keep it simple, so it doesn't take attendees long to fill out. You can always follow-up with them for more information and spend more time talking to them in-person at the event. 
Need some help getting started?
Watch the Form's training videos!
Step 8: Create a dedicated landing page for event attendees
Learn how

To-do

  1. Navigate to the Landing Page tool
  2. Create a new landing page and select a landing page template.
  3. Name the landing page and be sure it includes your trade show name. Include "Landing Page" or "LP" are the beginning of the name to keep things organized. 
  4. Write a clear, action-oriented header at the top of the page.
  5. Add the form that was created in the last step. 
  6. Create an inline thank you message that will be seen after someone submits the form. 
  7. Tag the landing page with the campaign name. This is found in the Options tab in the tool. 
  8. Publish the landing page if it follows the above steps.

Pro Tip

Test the landing page on the device you will be using at the event and confirm multiple submissions create individual contact records in HubSpot.
Need some help getting started?
Watch the Landing Page training videos!
Step 9: Segment your tradeshow contacts
Learn how

To-do

  1. After the trade show is over, navigate to the Lists tool
  2. At this point, you’ve imported a list of contacts and also converted other contacts by having attendees fill out a landing page at the tradeshow. Segment these contacts so you can best follow up with their needs.
  3. Create a new list and name it after the trade show. This will be a static list. 
  4. Add contacts to the list. The contacts could meet the criteria of filling out the trade show form, orginally being imported, or other criteria you may have already identified. 
  5. Save the list to be saved for a follow-up email. 
  

Pro Tip

Segment your trade show contacts so you can best follow up with their needs.
Need some help getting started?
Watch the Lists training videos!
Step 10: Draft and send email(s) as a follow-up to trade show
Learn how

To-do

  1. Navigate to the Email tool
  2. Create a new email and keep the name of the email consistent with your campaign name and content offer. Include "Post-" in the name. 
  3. Determine the From Name and From Email Address (or the name the recipients will see). Make sure emails are sent from real people. Have it be from the same person as the post trade show email.
  4. Tag the email with the campaign name that you created. 
  5. Create your message subject - this will be the first thing your recipient sees, so make sure it grabs their attention and invites them in to read your email. Include trade show name. 
  6. Create the email body. 
  7. Send a test email to review your email. Make any necessary changes. 
  8. When your email is complete, schedule when you want it sent. 
  9. Select the recipient list for the email. Use the list you created in above step.

Pro Tip

Use this as an opportunity to say thank you. Include a next step that the recipient can take. This can be a call-to-action.
Need some help getting started?
Watch the Email training videos!
Step 11: Analyze your tradeshow success
Learn how

To-do

  1. Navigate to the Campaigns tool
  2. Open the campaign you created in the first step. 
  3. Use the campaigns tool to determine if you reached your visit, contact, and customer trade show goal.
  4. Analyze the campaign assets you created for the trade show and how they preformed. 
  5. Way to go!!
  

Pro Tip

Makes notes in the Campaigns tool and to why or why not the trade show campaign was successful. You can use this as future reference for later trade shows.
Watch how to analyze a campaign in HubSpot!