Events remain an essential part of marketing mix. Industry conferences and events serve as a and a key channel for direct one-to-one customer engagement.  Employ these six tips to insure your event marketing efforts and investments are successful. 

Only a few marketers say their company does extremely well in converting event engagement into customer business. Many companies believe they need to become more proficient at developing relationships, closing deals, and acquiring customer insights at events. Marketers recognize the value of trade shows and industry conferences as a primary vehicle for increasing exposure, developing familiarity, and engaging directly with customers and prospects. 

Events should not be a stand-alone venture.  To leverage exhibit marketing, you need both a strategic and tactical plan of action. It is important that you have a clear understanding of exactly what you want to achieve at each event and how you measure event success.  For example, is the purpose of the event to increase the share of wallet with existing customers? Is it to introduce a new solution and accelerate product adoption? Every event should connect directly to a business outcome. 

Every event needs to tie to a strategy that helps you achieve an objective. Each event will need its own tactical plan. Every aspect of the event, from promotions to your booth to your content, and to how you staff the event, is based on what you are trying to achieve for the business.

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How to Make Your Event Marketing More Successful

1. Have a detailed event plan. Be sure your plan includes pre-show, at-show, and post-show elements. You may have done this particular event before or have extensive event experience. It doesn’t matter. Have a documented plan and a countdown checklist. Set a performance target for EVERY event. For example, it may be the number of existing customer appointments or the number of new qualified contacts in a specific role.  
2. Personalize your event promotion. Your plan will most likely include many communication vehicles and channels. These need to resonate directly with the target market.  As much as possible, personalize your pre-event communication. Touch each customer and prospect you want to engage with at the event at least 3X prior to the event, starting at least 4-6 weeks out. Give people a reason to come to meet with you.
3. Match your premiums to your message. Only use premiums tied to your message that are designed to increase your memorability, communicate, motivate, promote or increase recognition of your company. Think about having different gifts for different types of visitors. Giveaways should be used as a reward or token of appreciation for visitors participating in a demonstration, presentation, or contest, or as a thank-you for providing information about specific needs, etc.
4. Incorporate influencers into your show plan. Before the show, ask show management for a comprehensive media list. Find out which editors and bloggers are planning a special show edition. Send out newsworthy press releases highlighting what’s new about your product/service, or highlighting a new application or market venture to this specific group. Compile press kits for each tier 1 influencers that is tailored to their focus. Include industry trends, statistics, new technology, or production information. Have staff members at the event who are specifically assigned to interact with the media.
5.  Your booth is the experience. Your exhibit makes a strong statement about who your company is. It is in your best interest to control the message.  Use your booth to communicate what you do and how you do it, and the benefit and value of working with you. The experience at your booth will create a lasting impression. This may be the first in-person interaction a prospect has with your company.  Make your booth inviting and open. Train your staff to be welcoming, friendly, and engaging.  Role play and practice in advance of the event.  Weave your content, presentations, or demonstrations into the booth experience.
6. Your people are your ambassadors. The people in your booth represent everything your company stands for, so choose them well. Everyone supporting the event needs to know

• Why are you exhibiting
• what you are exhibiting and
• What do you expect from them

Exhibit staff training is essential for a unified and professional image. Make sure that they sell instead of tell. Aim for these people to understand visitor needs. Have them spend their time engaging qualified visitors.  Avoid overcrowding the booth with company representatives. Have strict rules regarding employees visiting the show and insist that staffers not scheduled for booth duty stay away until their assigned time. Executives should see events as a perfect opportunity to connect with customers, meet with prospects, and scope out the competition. Assign specific tasks for company executives working the show.

7. Follow-Up Promptly. The key to your event’s success is wrapped up in the opportunity-management process. Plan your follow-up efforts before the show. Establish an event contact handling system. Set time lines for follow-up.

You attended this event for a purpose.  Measure how well you achieved the performance target and report the results. Meet, debrief, and decide what worked and what needs improvement.  Document your recommendations sooner rather than later as part of your continuous improvement process. 

If you follow these tips, please let us know how your next event goes.

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