The Monday after a fair, the site is where the sentence from the booth has to stand. If the new range, the new process or the new plant is not on the site, the buyer who searches lands on an empty homepage. HED Creative names that page before the fair closes. Berlin and Ankara use the same list.
The promise on the card
Every claim left on the booth ties to an address. “New line”, “new range”, “the model we introduced here” cannot stay a spoken sentence. The address is the page of the range or the process. A news post that mentions the fair does not replace it. The buyer does not read the news. They look for the record.
Monday is a publish button
The page is written before the fair closes. Monday is only the switch. If the copy is written on Tuesday, the card was empty. Preparation lists three promises. More than three does not fit the first week. A promise that does not fit is not said on the card either.
The ad lands on that page
An ad opened in the fair’s name has to land on the page of that promise. A click that lands on the homepage cannot find the sentence from the booth. The first line of the ad and the first line of the page name the same job. When the fair ends, the ad either stays on that page or it closes. “Visit us at the booth” comes off on Monday.
Last year’s booth page
Last year’s stand page must not look like this year’s promise. If the date has passed, the page closes or is marked as an archive. The old URL moves to the new page. A broken fair address wastes the code on the card. A new microsite is not opened every year.
Out of the first week
A photo album, a countdown, a “see you there” notice and a fair newspaper are not the first job. If the catalogue is still a PDF, the fair is the date it becomes an item page. The ad does not open before that change is done.
Keeping the ad and the page on the same sentence is the work of the Google Ads brief. A position is not in that brief. The page shows the job that was on the card.
Write this before you travel
Three promises, the page of each, who reads the note, and, if an ad will run, the address it lands on. If the page does not exist, the ad date moves.
The page itself sits in website development. The limit of a manufacturer ad is in ads after the fair.