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How To Make The Most Out Of An Industry Event For Your Brand
Attending an industry event in the automotive aftermarket restoration and performance industry is one of the best ways to get your name out there and to meet people in the industry who will help you on your journey. 95% of people agree that business relationships built through face-to-face meetings are always more successful.
Several conferences, trade shows, seminars, and other events happen throughout the year. These events are designed to meet the industry's needs by showing off new products and highlighting new techniques.
Auto aftermarket industry events and car shows are the perfect places to promote awareness for your business, attract new clients and drive business growth. They also offer a chance to talk to industry leaders and enhance your skills. But, these events take a lot of time, commitment, and careful planning - especially if you want to make the most out of it.
As an auto restoration, performance or race shop, you must choose the events that best benefit your business. You can't attend all of them - that would be nearly impossible! But you can figure out which ones will help you the most.
As soon as you've decided what events you want to attend, it's time to figure out how to ensure you get the best results out of your day or weekend. Today we're going to show you how your auto shop can make the most out of the events you attend this year.
5 tips for making the most out of an event in the auto aftermarket restoration and performance industry
Over the years, the Motorhead Digital team has attended many events across the country. Car shows, seminars, trade shows, and so much more, and at every single one, we've made sure to utilize our time properly.
We know how to handle a busy event, so today, we're letting you in on five tips you can use for your next event.
1. Always make a plan of action
When attending an industry event, whether as a regular attendee, speaker, or sponsor, you should always plan your day to make the most out of it. When you have everything for the day planned out, you'll reduce the stress of having to juggle too many things on the day, and you'll be able to fit in everything you want to do.
You can meet with who you need to meet and see the panels and talks you want.
When creating your schedule, put everything you're doing for each day in the calendar, so you can access your plan when needed. Remember to leave space around the talks or panels you're running, and if you have a booth at the show, be sure to organize it into your schedule and consider delays.
Big auto restoration and performance events are busy, and sometimes the day becomes much more hectic than you realize. Your schedule might change a bit on the day if meetings are rescheduled, or talks are pushed back, but by having a plan ready, you'll be prepared to make adjustments.
The more you plan, the more comfortable you'll be on the day!
2. Pick one place to meet with clients
If you've attended an auto restoration event before, you'll know that these events can be enormous. So big that you could spend an hour trying to find the room you're supposed to be in. There’s a lot of space and too many stairs to climb - especially when you need to make a meeting.
One of the most challenging parts of any event is organizing where to have all your meetings, and it's not easy figuring out all the locations in advance. But, one of the best ways to tackle this meeting spot problem is to arrive a bit earlier, find the perfect spot and tell your clients where the meeting is happening.
This way, you've chosen the space and can stay there as long as possible without running around.
You can meet them at:
- Coffee shops
- Bars
- Open seating areas
- Free conference rooms
Choose a place and let your clients know. This won't just make it less tiring for you, but you can rest assured knowing you'll be on time for all of your meetings.
In-person meetings are vital for the success of your company. In fact,
84%
of people say they prefer in-person meetings over virtual ones. So don’t go to an event without scheduling in a few meetings with potential clients or vendors!
3. Look for speaking opportunities
Public speaking is often something that a lot of people hate doing. A select few people excel at speaking in front of large crowds, but if you're not one of these people, we understand your fears!
However, in saying that, speaking at an event is a fantastic way to show off how unique your brand is. By organizing to talk about your auto restoration shop or business, you'll have an excellent opportunity to show how your brand will help your potential clients. You might be a little nervous, but embracing this discomfort will provide you with great benefits!
Presenting at an industry event and talking about your expertise will:
- Introduce your business to your audience
- Position you as an expert in your niche
- Reinforce your position as a leader in your area
- Bring your business to the front of your audience's minds - meaning they'll pick you over your competitors
- It allows you to make a lasting impression
- It helps expand your network
If you use slides for your talk, be sure to offer to email them to your audience if they'd like them. This will allow you to get their email for post-event marketing campaigns!
Top tip: If you can get one of your team members to record your talk, you can use it later on your website or social media or create a lead magnet for your brand!
4. Update your social media before, during and after the event
By utilizing your social media presence before, during, and after the event, you'll be able to keep your audience updated and keep them engaged.
Updating social media before the event
People in the auto restoration industry will be checking social media a lot coming up to the event to see who's attending and what's going on. Like you, they want to start planning their day, too, so they will keep an eye on social media.
By posting on social, tagging the event, and utilizing relevant hashtags, you'll come up in their searches, and they'll be interested in what you have to say.
Here are a few things to post before the event:
- General post about attending
- Something you're going to
- Openings for meetings - that they should book them asap
- Talks or demos you're giving at the event
- Where people can meet you - if you have a booth
Updating social media during the event
During the event, the same people will check social media to see what's happening throughout the day. Plus, anybody interested in your company will be looking to see if you post.
You can upload pictures to your stories on Instagram and Facebook and show people where you're hanging out at the event. This will help keep your clients interested and help them find you.
You could also hold a social media contest during the event. If you have a booth, tell people to take a photo of it and tag you on social media to win a goodie bag or a discount on your shop.
Updating social media after the event
When the event is over and done, remember to post on social media to talk about the time you had. You can post photos of your favorite talks and panels and highlight the best moments of the convention.
If you did a talk and recorded it, remember to tell your audience that you'll be uploading it soon for them to watch, just in case they missed it.
5. Follow up with everybody you meet
After the event, you may be overwhelmed by the number of people you met over the weekend, which is entirely understandable. But once you've gotten back to the office, it's time to follow up with everybody you met.
Send them an email, ask how they are, and ask if they're interested in scheduling a meeting or if they have any questions for you.
If you promised to send out your slides or a recording of your talk, now is the time to do that. Send it to everybody whose email you got, and include a CTA telling them what to do next.
Top Tip: If you have a booth at your next event, get people to sign up for your email campaign by offering them a discount on their first project with you. This will help you get more emails and more sales after the event. You can also offer discounts if they sign up for a project with you on the day.
We hope you feel more prepared for your next auto restoration and performance event, but is your website prepared?
A lot of people at the event will be going straight for your site - before, during, and after the event. If you want them to stick around and check out your services, you have to ensure your website is up to standard.
Want some help polishing your branding and updating your website?
We're here to help!
The team at Motorhead Digital has years of experience working with brands to build badass websites and improve their online presence.
