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Event Marketing: Making Trade Shows Work for You


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In the world of marketing, events and trade shows are just one way to make a splash for your business, but measuring the ROI of your events, isn’t always as cut and dry.

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Event Marketing: Making Trade Shows Work for You

  2. 2. TABLE OF CONTENTS Pre-event Marketing Goal Metrics Marketing During Your Event Continue Success with Post Event Marketing
  4. 4. 040302 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? 01
  5. 5. 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
  6. 6. 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: BRAND AWARENESS LEAD GENERATION SOCIAL MEDIA TARGET MARKETING
  7. 7. 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.
  8. 8. 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
  9. 9. 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
  10. 10. MARKETING METRICS Measure 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
  11. 11. 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
  12. 12. MAXIMIZE EXPOSURE Stand out by doing something other than booth space • Sponsor or create a lounge charging station • Host a networking event • Set up meeting room
  13. 13. 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.
  15. 15. SEND THANK YOU Touch 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
  16. 16. 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
  17. 17. 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
  18. 18. THANK YOU