Event Marketing: Making Trade Shows Work for You

EVENT MARKETING: MAKING TRADE SHOWS THAT WORK FOR YOU

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TABLE OF CONTENTS

Pre-event Marketing

Goal Metrics

Marketing During Your Event

Continue Success with Post Event

Marketing

PRE-EVENTMARKETING


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INDUSTRY

SELECT THE RIGHT EVENT

VERTICAL REGION ATTENDEE

Consider events that are in your specific industry to increase your presence.

Your product or service may serve a specific vertical, select a show based on your target market

Are your services restricted to a geographical area? Perhaps multiple areas?

For smaller shows, consider the quality of the attendees. Are they your tarrget market & do they have decision making power?

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This is a great way to evaluate the event with little commitment; it gives you the tools to determine your participation next year.

ATTEND

Consider exhibiting when you are trying to build brand awareness within the market, or are launching a new product or service.

EXHIBIT

Maximize exposure by sponsoring the event. Target your sponsorship to reach or target audience or sponsor the event as a whole.

SPONSOR

DETERMINE PARTICIPATION LEVEL

SETTING EVENT GOALS


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ESTABLISH GOALS In order to measure trade show/event ROI, you must establish goals for each one. This data will help you determine if you should exhibit again. Some goals include:

BRANDAWARENESS

LEAD GENERATION

SOCIALMEDIA

TARGETMARKETING


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BRAND METRICS

• Impressions – Number of people that saw your brand during the event

• Visitors – Number of people that stopped by your booth

Measure the visibility of your brand during the event.


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LEAD GENERATION METRICS

• Qualified Leads– Number of qualified prospects met at the event

• Sales Appointments– Number of follow up appointments scheduled after the event

Measure the quality and quantity of your leads


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SOCIAL MEDIA METRICS• Twitter – Measure tweets and

#hashtags you promote• Facebook – Measure new

“likes” or “fans”• LinkedIn – Engage in

conversations in relevant groups & evaluate conversation

• YouTube – Post and monitor video views from the event

• Google+ - Share links, images and videos with prospects


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MARKETING METRICSMeasure various marketing activities including:

• Marketing Materials– Total number of materials distributed• Promotion Items– Number of promotional items

distributed [t-shirts, pens, USB etc.]• Contest/Giveaways – Was one carried out? What was

the outcome• Competitors – Evaluate their presence at the event

MARKETINGYOUR EVENT


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TAKE ACTION• View the attendee list to find the right traffic, - weed out

other vendors and competitors

• Invite current & prospective clients

• Personalize your messaging based the stage in the sales

funnel

• Vary your communication methods by using email, social

media and even phone calls


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MAXIMIZE EXPOSUREStand out by doing something other than booth space

• Sponsor or create a lounge charging station

• Host a networking event

• Set up meeting room


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USE SOCIAL MEDIA

You won’t have access to all attendees email, use social media to reach more prospects

• Start early promoting your event

• Share details including booth number, speaking engagements etc.

POST EVENT

MARKETING


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SEND THANK YOUTouch potential clients again by sending a “Thank You” email

• Include relevant blog post

• Invite them to a webinar series

• Provide link to collateral or other materials


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ENROLL INTO A CAMPAIGN Enroll leads into a campaign to nurture them through the sales funnel

• Set up an automatic workflow

• Provide remarkable content at each stage


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MEASURE ROI

• Re-evaluate the metrics set up for the event

• Evaluate the click-through rate and unsubscribe rate of the “Thank You” email

• Determine if sales closed any leads from the event or from the workflow

THANK YOU

Event Marketing: Making Trade Shows Work for You

Business

Transcript of Event Marketing: Making Trade Shows Work for You