Following the cancellation of Jacket Required's July edition, moving forwards the menswear portfolio will be curated by Karen Radley, Founder and MD of Scoop. This new edit of menswear collections will mirror the premium line-up of Scoop's women's fashion labels and will be part of the show's exciting September 2021 edition.

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10 December 2019

Enhancing your trade show experience with social media

In the 21st century, it’s no big shocker that even trade shows are no longer just offline affairs. Social media has fundamentally changed the way we communicate, on an individual level, and on a business one. So, unsurprisingly social has become one of the most powerful tools you can use to make your time exhibiting at a trade show the best it can be.

Use it as a research tool

As well as researching the show’s look and feel, you can get a good insight into who you’ll be exhibiting alongside, and which buyers and professionals engage with the content. This is key intel for planning your stand design and compiling your list of target buyers as well as helping you and your team to identify what makes your brand stand out from the show line-up.

Branding is everything

If you’re researching brands on social media, it’s likely other brands and key buyers are too. Make sure you’re posting regularly before and during the show to build a brand presence and really communicate your core USPs. The aim is to position yourself as a go-to stand, before you’ve even set foot on site.

Consider the channels you’re using

Your content should be tailored according to where you’re posting, who you’re talking to, and what stage of the show you’re at. For example, Twitter is great for posting ad hoc updates on site, announcing pop ups, on-stand offers or just reminding buyers you’re there. LinkedIn is best for pre- and post-show marketing, building a business case for the value of your brand and really driving home your core USPs. Instagram, of course, is all about the visuals. Again, this is a brand building exercise, but the content you post can be more emotive and inspiring, rather than the cold, hard fact of LinkedIn. Insta Stories are another great way to keep your audience engaged on site as well.

They’re called social networks for a reason

Think of business social accounts as an online trade show. These are places for people to come and be inspired by your brand, as well as initiate conversations. Don’t be afraid to reach out to key individuals on social media to let them know you’ll be at the show and invite them to attend.

Working with us

Jacket Required is a platform for you to get your brand seen by people who matter. So even before the show, we can help with your marketing and social campaign. Our network is as much a tool for you as your own is and our accounts are followed by some of the industry’s key buyers and retailers. Make sure you’re including #JacketRequired2020 and mentioning @jacketreqd in your posts, as well as posting the save the date imagery we’ve designed especially (see the bottom of this post). Make sure you’re also sending us the best of your new season collection imagery; you could see it appear on our social media channels!

Join us at Jacket Required this AW20 season on 22nd and 23rd January. Enquire about exhibiting to be a part of the line-up at East London’s Old Truman Brewery in the new year.