When the Water Environment Federation was looking for new media strategies for WEFTEC, their Annual Technical Exhibition and Conference, they didn’t have to look too far. One solution was right under their nose.
Tradeshow Media Partners (formerly Tradeshow Publications), who has been providing publishing services for the WEFTEC print show daily for many years, had just the right thing to expand the reach of their show: A video team dedicated to capturing all the excitement of the show that also edits and uploads the video to the WEFTEC YouTube video channel that same day. You can watch the video here.
This integrated media strategy allowed the Water Environment Federation’s community to engage in WEFTEC, even if they weren’t able to attend the show. And contrary to the belief that such a strategy could give potential show participants an excuse to skip the show the next time, the exact opposite is true. Using video to share what people are missing when they don’t attend the show only reinforces the need to be there.
The feedback WEFTEC got from attendees and exhibitors on their new media offering was extremely positive. So much so that WEFTEC is currently discussing plans to increase the amount of coverage at this year’s show.
And it may not stop there. WEFTEC is also exploring some of the other solutions Tradeshow Media Partners can bring to the table, including audience targeting, acquisition, and other social media and new media strategies that will help WEFTEC grow and increase revenue for years to come.
This article originally is part of the June issue of Niched Out News. Full article list: