Lead Generation through Event Marketing:10 Critical Success Factors For more ideas visit: www.klaxonmarketing.co.uk
Q. Why Events for Lead Generation? A. The quality of a sales lead correlates to the effort the prospect has gone through to interact with your company
I.e. If you convince someone to take a day out of the office to attend your event, there’s every likelihood they will present themselves to be a warmer sales lead.
1. Give yourself enough time Q. What’s involved in event marketing?
1. Give yourself enough time Set objectives, plan your goals, identify your target audiences, plan your communications tactics, develop your registration infrastructure, define delegate management process, find a venue, determine budget, brief agencies, research topic area, create your agenda, invite speakers, create marketing email, define sponsor / exhibitor involvement, sell sponsorships, organise media partnerships, research competitive events (third party and competitors), organise audio visual, build event microsite, prepare presentation template, brief telemarketing agency, broadcast marketing emails, send direct mail piece, brief your sales managers, create running order sheet, prepare master slide deck, audience generation progress check, organise speaker rehearsals, conduct site visits, book catering (don’t forget the tasting session), create delegate packs, order speaker gifts and giveaways, confirmation calls to registrants, organise shipping and logistics, book hotel rooms for executives, print name badges, manage cost control, organise lead capture, brief sales teams for follow-up...
Events are generally not a cheap marketing tactic. Factor in the following... Venue hire Catering Audio visual Printing Signage Transport / shipping Accommodation Agency fees Media buys Speaker fees Delegate packs Giveaways The list goes on and on...
CSF 3. Plan your budget with a contingency Don’t forget to build contingency into your budget, say 10% (things can and will go wrong, so plan for this in advance)
CSF 4. Choose the Right Venue The choice of venue is vital, not only for the smooth running on the day, but also for securing speakers and generating an audience. Consider...
CSF 5. Deliver value for your audience Don’t be tempted to run an event just about your product Think more what your target audience wants to hear or learn and provide valuable content The more value you add, the better the engagement with your audience = warmer sales leads
CSF 6. Plan your Audience Generation Effectively You need a mix of communications tactics throughout your event production cycle to attract an audience. There are a lot of options. Plan an integrated mix, measure their effectiveness and be prepared to try something different if your promotions aren’t working.
Advertising : online and print Viral campaign Guerrilla Tactics...
CSF 7. Create a Project Plan Spend time at the outset to plan a project management timeline. Set tasks against realistic deadlines and define the “critical path” i.e. the order in which things must happen for your project to work
CSF 8: Plan your lead capture mechanism There are lots of solutions for capturing leads and it will depend on your event format as to which you employ. Consider: exhibition stand, name badge scanning, prize draws, competitions, networking, technical demos...
CSF. 9: Smooth Execution The smooth execution on the day will require proper planning, a well briefed team and a bit of luck. Prepare a Running Order Sheet – a briefing for all of your team on who needs to do what and when – be precise. Talk your team through this and answer any questions before the day of the event – don’t forget to delegate effectively.
CSF. 10: Follow Up Effectively The value you achieve from the leads you generate will depend on your follow-up strategy. Speed is important i.e. don’t wait to follow-up, your competitors will not. Prioritise and feed the leads into your sales pipeline for nurturing.
And finally, celebrate your successes, for event marketing is not an easy road.
For help or advice, contact.. Tel: 020 7193 6627 Email: andybargery ‘at’ klaxonmarketing.co.uk Twitter: @abarge Blog: klaxonmarketing.co.uk