What Happened to Physical Signage?

Last year, one of my clients attended the Pack Expo Show. This is mainly a B2B event where packaging companies, machinery brands, procurement folks, supply chain folks, and products walk the floor or have a booth. It’s like the CES for packaging!

Here’s an old problem that continues to haunt me to this day. Physical signage.

If you have a booth and your business has social media usernames, it is imperative to add signage that shares that info. It goes back to the first question from last week’s email – make it easy for your target audience to find you. Anywhere.

This lost opportunity tends to happen in the B2C world; and I see this happening in B2B, too. It’s not just your target audience and your potential customers who walk the floor. There are buyers, accounts, sales, media, planners, and PR.

When your small business is tabling at events, consider the space on your table or booth. You could add a 5″x7″ picture frame with your social handles in the frame. You could clip signage up above your booth. You could have small signs or props with your #hashtag and @socialusername on them. This also takes me to my next question – post your username in the most relevant platform. (It could be more than one and that’s great.)

Your social posts should also mirror the same info somewhere in the copy. You never know who is scrolling through the #PackExpo hashtag feed on Twitter or Instagram or LinkedIn, looking for you.

One more thing. As the actual host of the Pack Expo Show, their bio should also have the chosen hashtag they want attendees to use on every live social platform they’re on. Otherwise, you’ll get a variety of hashtags being used: #packexpo, #packexposhow #packexpolasvegas #packexpo2022. Which one is the “correct” one, Pack Expo?

As an exhibitor, you should expect the host to have this info ready. If they haven’t sent it to you, reach out and ask.

Tell me, are you tabling at an event later this year?