Thinking outside the booth: Using social media at trade shows

From Swanson Russell: It’s “trade show season” in the green industry. That means thousands of manufacturers, nursery and greenhouse owners, landscape contractors and golf course superintendents will be spending considerable amounts of money to attend and exhibit at these events. More exhibitors are choosing to use social media to break through the clutter at these events and increase their level of engagement with show attendees. And there’s a good reason why—because it works.

Here’s a recent real-life example. At the Irrigation Association Show in Orlando in November 2012, our client, Rain Bird Corporation, wanted to spread the word that 2013 marks the 80th anniversary of the invention of the impact sprinkler—the device that launched the company. The company’s goal was to raise awareness of the anniversary to further its image as a champion for water efficiency and an irrigation innovator for the past eight decades.

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