With 2019 coming to an end, it’s time to be excited about the greatest global corporate festival – Dubai Expo 2020. The theme of the Expo “Connecting Minds, Creating the Future”, suggests great minds from all around the world will collaborate during this mammoth extravaganza. The event is expected to attract 25 million visitors with around 70% visitors from outside the country.
Brands across the world are prepping up to grow their business and market awareness alongside the launch of the Expo. If you still do not have a strategy in place to make most of Expo 2020, your brand is likely to fall behind!
1. Leverage the online marketplace
Expo 2020 has created an Online Marketplace where participants can showcase their products or services to visitors of this portal. It is one of your greatest chances to show the world what you’ve got.
2. Use email marketing to build brand awareness
One of the key benefits of being a sponsor, partner or participant at a corporate event is the exclusive access to the email database with details of other participants. This helps you to market your brand and build hype before the event, network during the event and follow-up prospects after the event. You can add the event participation details in your email signature to gain more mileage from the event.
3. Create buzz on social media
Do you want people to just stumble upon your table by chance or do you want everyone to know beforehand that you’re going to be there? If your answer is the latter, this is the right time to start making a buzz about it through your social media channels before starting of the event.
That is not enough! During the event, make it a point to tweet quotes from speakers and share pictures from the event to thousands of your followers on social media. Using the event hashtag #Expo2020 and @-mentioning the speaker will help you gain better visibility and reach of your social media posts.
4. Seize the moment with moment marketing
Keep a close watch of the micro-moments from the Expo and make most of it by creating contextual social media posts based on the trending moments. This requires good creativity and judgment to understand which moment would result in a perfect fit between the brand and what the moment depicts. While it is true that the online audience will appreciate a brand’s quick and humorous take on an event, it is good to keep in mind that it could be devastating if it backfires.
5. Join social conversations
With less than a year to the event, the volume of chats around #Expo2020 has been increasing. Some of the participating countries have created their own hashtags such as #ItalyExpo2020, #ScotExpo2020, etc., for better grouping and visibility. Brands should join the conversation on Twitter and other social media channels to make most of the event.
6. Optimize your online presence
For an event of grander scale such as the Expo 2020, the number of indirect beneficiaries could be more than direct beneficiaries such as the event participants and sponsors. For instance, just imagine the number of Google searches that will be made by 25 million visitors over a period of six months from October 20, 2020, to April 10, 2021. It is an easy guess what many of these visitors would be searching for – hotels to stay, places to visit, restaurants to dine in, places to shop and the list goes on. In other words, some of the industries which will indirectly benefit from the event are hospitality, tourism, travel, food and retail. However, only those businesses with a well-rounded online marketing strategy and a search-optimized website will be able to capture and convert these search opportunities into business.
Does your business have a clearly-defined digital marketing plan in place to attract, convince and convert your prospects? It’s never too late! Get in touch with the experts at Webarro for a digital marketing strategy made around Expo 2020.
