A Recipe for a Successful Conference Campaign
 

A Recipe for a Successful Conference Campaign

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Want the secret to a stellar trade show or conference campaign? Try out our tried and true tips for an upcoming industry event and see the effect video can have!

Want the secret to a stellar trade show or conference campaign? Try out our tried and true tips for an upcoming industry event and see the effect video can have!

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A Recipe for a Successful Conference Campaign A Recipe for a Successful Conference Campaign Presentation Transcript

  • Vidyard Presents: A RECIPE FOR essful Succ A CONFERENCE CAMPAIGN y Joe B lata Ge
  • 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 channel independent 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 these campaign 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 with the 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 landing page 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. Optimize your video feature by: Adding an optional email gate for lead generation Including a pop-out call to action or contact form leads can engage with
  • Promoting Your Campaign Along with traditional distribution: Email, Twitter, Facebook, blog posts, LinkedIn, etc. we’ve had luck with the following channels: 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!)
  • 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 Your Conference 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
  • Want More Info? Check out my blog post with more detailed info on this topic here: www.vidyard.com/blog Contact Info joe.gelata@vidyard.com Subscribe to our blog here.