Recipe for a Successful Water Conservation Education Program
A Recipe for a Successful Conference Campaign
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17-Oct-2014 -
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Transcript of A Recipe for a Successful Conference Campaign
Vidyard Presents:
By Joe Gelata
A RECIPE FOR
CAMPAIGNCONFERENCEA SuccessfulA Successful
If you’ve invested in a booth at a conference you have one main goal:
Generate Sweet Leads!
To generate these gourmet leads, you’ll need to:
Drive traffic to your booth to convert visitors to leads in person
Open a communications channelindependent of the conference
Some marketers forget about the secondary communication channel to support in-person efforts, but there’s no guarantee a prospect will drop by
to meet you in person. A targeted email campaign can make all the
difference at conferences.
First, you’ll need thesecampaign ingredients :
To support conference goals and a targeted email campaign, you should craft the following assets:
A campaign landing page
A spicy video you make exclusively to
communicate your attendance at the conference
Let’s Start withthe Landing Page
When creating your landing page, be sure to include the following:
Entertainment: Use a hook to entice visitors to
read through your info; that’s where the video
comes in!
A summary of who you are and what you do
An announcement that you’ll be at the conference
Where you’ll be located in the building
A summary of presentations you’re involved with
at the conference
An example of an optimized landingpage featuring video:
Here’s a landing page we created for our Dreamforce campaign:
(click to visit and watch the video)
Use an Entertaining Video You’ll notice the video we include. Videos sit front-and-center on landing pages and serve as the feature amidst all other info.
Adding an optional email gate for lead
generation
Including a pop-out call to action or contact
form leads can engage with
Optimize your video feature by:
Promoting Your Campaign
Twilio: A service that immediately connects prospects to
your team by phone
YouTube retargeting ads: Remind your prospects you
have a booth with a pre-roll ad on YouTube (use the
bloopers or cutting room floor footage of your feature
video as your ad!)
Along with traditional distribution: Email, Twitter, Facebook, blog posts, LinkedIn, etc. we’ve had luck with the following channels:
Promotion Continued …Automated InMail: LinkedIn InMail
has a much higher response rate
than email because it’s done through
connections you know and is a
peer-to-peer method.
The downside is you can only send
one at a time (we’ve found a
workaround, but we’ve gotta keep
some secrets).
Tips to Rock YourConference Campaigns:1. Use video: Increase CTR in email and generate
awareness to drive booth traffic
2.Offer a method to contact sales: Why wait if
someone is interested pre-conference based on your
video message?
3. Provide a branded conference map: Drive
awareness of your location in a fully-branded map
of the conference space
4. Schedule meetings with prospects late in
the funnel:
Conferences are busy, focus on meeting up with
late-stage prospects in-person
Check out my blog post with more detailed info on
this topic here:
www.vidyard.com/blog
Subscribe to our blog here.
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