Event: Before, During, After

events
before. during. after.
Chris Wren

1

There might be something in here…
This is:
 Thoughts and trends
– B2B event/exhibitor marketing
– “Today” thinking
This is not:
 A strategic playbook
– Strategic exploration is needed surface how, when, and in what tone of
voice customers should be engaged for maximizing potential
 A recommendation
Why did I send it to you?
 To help you plan
– You may be doing some of this already

2

Before your event

Personal interaction Social
DON’T JUST EMAIL THE STALL NUMBER “WATERING HOLES” – BE WHERE THOSE ARE

 MUST be mobile friendly email  Twitter
– Many event attendees travel often, and likely use – Use established hashtags in addition to your
their mobile device for email more than their own
computer – Event/Industry focused tweets to create buzz
 Event presence preview: What is unique? – Re-tweet and re-post mention by name
– Consider photos, bios of staff, speakers,
– Demonstrate that you DO listen
demonstrators, partners, etc.
 Personal email from Microsoft event staff  LinkedIn

– Start the conversation locally and 1:1, make – Create an “event” within LinkedIn
appointments, know customer’s first name  Blogs
 To-Partner, Through-Field – Frequent, relevant posts that activate
– Target partners within a radius of the event consumers desire to consume… and share.

– Share social and other efforts so they can join  Partners

 Poll your prospects – Communicate social outreach to partners and
encourage local partners to join your
– See “what the weather is like” before you leave conversation
3

During your event

Personal interaction Social
YOU HAVE 3-5 MINUTES WITH AN ATTENDEE STAY IN ATTENDEES MINDS

 Use first names: Slow conversation start to  Join in on event-related/sponsored
get their first name and a handshake conversations in real-time, while on the show
 Tell attendees a story they can relate to – floor
questions about them before product offered – Include @ and # in posts, response where
by us appropriate
 Solution thinking: Offer how-to materials,  Engage with others by responding, reposting,
industry focused case studies, or where more and showing interest in what attendees are
information is located talking about
 Do not rush a conversation: Your selling a – Promote non-Microsoft content to
relationship, not just a product demonstrate a genuine interest in the
– Large investments = Lots of trust in the event’s industry, industry thought-leaders
long-term – become associated with industry “trust
agents”
 Go full circle: How can the outcome of the
booth conversation trigger a customer to take  Leverage any event publicity/PR in the social
a next step space to add momentum as opposed to having
to create momentum
4

During your event
Spotlight the CTA: Attendees take action in their hotel room

BOOTH
LANDING PAGE

COLLATERAL

#TAKEACTION #REPEAT TYOUR HASHTAG. A LOT.

Online friendly collateral
TAKE ACTION And booth graphics
SMARTPHONES

PRESENTATIONS

5

During your event: Sustainable/Digital booth
Death of the business card
 If you or the event does not offer “card swipes” offer a digital way to leave
information and explore products using laptop setup in the booth
 Despite a clear posting of privacy policies, prospects may be fearful to leave
their card in a “fishbowl” not knowing how that information will be used

 Attendees may not carry a large quantity of business cards to drop off

Swag for the sake of swag
 If you do offer a premium, focus on an item that relates to prospects and/or
the industry
– Ebooks, etc.

6

After your event

Email follow-up Social
EVENT SEGMENTATION WHY YOU SHOULD GIVE A HOOT ABOUT THE PAST

 Meaningful conversations should be sent a  A social “Thank You”
meaningful, highly personal communication – Let your followers and fans know you
– Thanks Janice for stopping by. I’ve been appreciated their attendance at the
thinking about our conversation, and evet
there are some case studies on our website  Share any event presentations, videos that
you might be interested in looking at……” are available on-demand
 General scans or card drops should receive a – Use content from the event, insights
generalized communication gained from talking to customers, or
– Obviously scrubbed against above recaps of good working sessions to
audience create blog articles
– Clear CTA to Landing Page – Prospects who are unable to attend
with budget squeezes may still follow
the event as closely as they can

7

Social in exhibits and events
2012 survey (192 marketers) by Exhibitor Magazine/Exhibitor Online

http://www.exhibitoronline.com/exhibitormagazine/jun12/research-social-studies.asp

8

thank you
Contact Chris Wren

9

The increasing presence of Gen-Y
Matched enthusiasm to baby boomers
They know you They’re savvy Relationship material
BEFORE THEY ENTER THE BOOTH THEY THEY LOVE THE DIGITAL LIFE THEY WANT TO BE YOUR BRANDFRIEND
HAVE ALREADY DISSECTED YOUR
COMPANY
 They do not want to receive  Sustainable features such as  Gen Y is interested in
information, they already have digital-only handouts and opportunities to gain career
that recycled furnishings are insights and network with
 They want an interactive appealing older attendees.
experience, or to participate in  Companies that offer online  Gen X and Gen Y—and Gen Y
a dialogue that will add extensions, active social media especially—want to be treated
meaning beyond brochures, channels and connections to as equals. They don't want to
white papers, and your website
local charities are also seen as be sold to; they want to be
favorable engaged in a conversation.
 This speaks to the brand’s  They also want to be
“higher purpose” not only for recognized for who they are.
GenY, but all-up globally – They may likely have more
purchasing influence than
perceived

11

Event: Before, During, After

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