Event Marketing To Generate Leads
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Event marketing is a promotional strategy that involves face-to-face contact between your firm and prospects at special events like senior expos, fairs, and caregiver conferences. Your firm can use event marketing to reach prospects through direct hand-to-hand shaking or interactive displays and prize offerings. The benefit of Event Marketing is it engages consumers while they’re in a willing, participatory position. A successful event marketing campaign provides value to attendees beyond information about a product or service. A discount, free sample, charity alignment, or fun event will make customers feel like they are receiving a benefit. In contrast to traditional advertising, event marketing targets specific individuals or groups at gathering spots, in hopes of making quality individual impressions. The key to pulling off an effective event marketing campaign is to identify the target audience correctly and create an experience that remains in participants’ memories. By finding an opportunity to interact with the right demographic of people – hopefully both current customers and prospective buyers. Join us and discover how your firm can build favorable impressions and long-lasting relationships from Event Marketing. The most creative events create interactions that not only reflect positively on the brand during the event, but generate a buzz AND LEADS long after the event is over.
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Event Marketing To Generate Leads
- 1. Event Marketing to Generate Leads Marketing Roundtable - Roslyn Drotar © 2016. Lawyers With Purpose, LLC. 1
- 2. © 2016. Lawyers With Purpose, LLC. Promotional strategy that involves face-to-face contact between your firm, prospects and existing clients at special events (senior expos, fairs, caregiver conferences, etc), that allows you to reach them through direct hand-to-hand shaking, interactive displays and offerings. The benefit: It engages prospects while they’re in a willing, participatory position Event Marketing 2
- 3. © 2016. Lawyers With Purpose, LLC. A key reason to participate in events is to establish and build your brand in the community. Cultivate and express your identity first hand. Share your ideas, thoughts and name in the manner you want them presented. Branding 3
- 4. © 2016. Lawyers With Purpose, LLC. • Make a splash & plan with ROI in mind first • Acquire data from all qualified leads • Create opportunities to engage Fun games/prizes - only get if they give Speaking opportunities Social media shares • Try to identify your hottest leads Lead Generation 4
- 5. © 2016. Lawyers With Purpose, LLC. Follow up • Lead Conversion Leads = new, existing prospects & existing clients • Know where are you driving them to. Post Event 5
- 6. © 2016. Lawyers With Purpose, LLC. MINDSET 6
- 7. Q&A! Join us in San Diego, June 23-25th…. retreat.lawyerswithpurpose.com © 2016. Lawyers With Purpose, LLC. 7
- 8. TAPER! retreat.lawyerswithpurpose.com © 2016. Lawyers With Purpose, LLC. 8
Editor's Notes
- Event marketing strategies leave a lasting, brand-focused impression of fun by grabbing the attention of a group of people who are gathered together. If you do it successfully, event marketing will provide each of the people who visit you with an experience that will resonate in their minds. What does event marketing do for you. 2 things (1) helps you develop your brand in your community and (2) generate leads….
- Event marketing leaves a lasting, brand-focused impression of fun by grabbing the attention of a group of people that are gathered together. Make sure you do your research and are participating in an event that will make it worth your time and money that is good for your brand so make sure you participate in events that get you infused with the right group. Brands can impress event crowds through a variety of creative tactics, not just sheer visual appeal. For example, one tactic that brands use is to create an event within an event. The idea is to create a compelling reason for patrons to stop and explore your brand, not just another booth for them to walk past. Have a give away for a drawing. Invite them to a meet up party – aka workshop. At the Sundance film festival, Ray Ban sunglasses put on a truth-or-dare themed campaign, which was fun for participants and also translated into big social media shares after the event was over for them. I’ll never forget the vendor that we were next to Lawyernomics. It was a coaching company and they secured 2 vendor spaces, instead of just one, and had couches delivered along with a coffee table and had desserts sitting out. They had more traffic than anyone else in the room. People were coming in and sitting down and discussing their practice needs. It was the perfect way for them to emulate their brand.
- The first thing you want to do is think about what you can do to make sure you make the most of being in the room once you are there. Event marketing doesn’t necessarily need an elaborate “plan” for marketing. But it is always important to base each marketing event planning based on the target marketing you’ll be getting traffic from. I often hear members say they just ended up with people that showed up at their booth for freebies. Know your audience and make sure the event is attended by your target market. We call an ask “how many estate or older law attorneys will be there” – it’s okay to get the answers you need to make a discovery call to the venue. And don’t underestimate the value of the other vendors that will be in the room either. We’ve attended events with 2k people and only 50 of them were estate or elder law attorneys. Which will always make reaching those 50 difficult. But we found value in the other vendors that were in the room too so we went. The majority of them were people we saw synergy with and were willing to have a power in partnership conversation with. Another good thing to ask when you do a discovery call is if you can get a list of the attendees if if they will let you host a special lunch. Make sure that you do something to get information from anyone that comes to your booth. This is the reason you’re there! Get the name and email address preferrably. Or name and phone number. The offering or freebee that you offer should be attached to it. So for example, if you give us your contact infomration we’ll give you this freebee and enter your into a drawing for a $50 starbucks gift card, etc., You’ll be surprised what people will give you to enter into a drawing. And if you have a book that you have authored – take them with you and hand them out as if they were you’re business card! We did an expo once and because we were giving away a book we had the most traffic out of anyone else around us. People were coming over and saying “we heard you were giving away books.” So if they give you their name, email and address they get a signed copy! See if you can speak at the events. You would be surprised how many events are looking for speakers. People like you all that offer value add and if you speak you get a free booth. I’d protect the attorney here on this one. Be a little careful – I’d recommend that if the attorney speaks schedule a sponsored lunch to ask questions wherein you do the workshops with the last 15 minutes open for Q&A. Then the close is to a vision meeting where they can ask family specific questions. And make sure you share the event on social media as an advocate for making a difference in the community and at events to get the word out on estate planning and how important it is to get it done! Make sure that when you are talking with people that you indicate on their contact information who the ‘hot leads’ are – you can tell if they are really ready. And make them first on your follow up. The warm and cold leads go into your database and continue to drip on them. You’ll be surprised how much peole will open up to you and talk to you and how much you will get a feel for where they are in the process and moving forward.
- The most important step in the process. The post event follow up. Add it to your calendar to make this happened the following morning after the event. At LWP we actually work there right at the booth in between traffic breaks. We have an automated email that goes the minute they register or are put into our database. Then we hit the follow up the following morning that we get back from an event. But remember they all have their cell phones. So if we are registering them for a webinar, they get a notification while they are there with the registration link and confirming their spot. If we just enter them into a drawing, we will actually send them an email thanking them for entering the drawing and ask them to join our blog and keep up with the latest and greatest by subscribing to our blog. And we’ll engage with them all on social media. I’ll literally sit there a find them on facebook, twitter and connect with them on linked in. That way we can stay connected and they get our content! Make the time for this – it’s important! The most important! Separate your list into (1) new leads (2) existing prospects that you may already have in your database you are marketing to (3) existing clients that come by. For the new leads – make personal follow up calls. 3 times! With a follow up email offering them a date and time to meet with you because they stopped by your booth. Give them a deadline on when they need to act by and add in that because you all were at the event you’re getting booked up and time is of the essence! To make sure they get in sooner rather than later. For the existing leads that are in your database, also call them and send them a unique tailored “thank you” that it was good to see them and reconnect and they’ve been waiting long enough and you want to support them with getting their planning done once and for all! Also give them an offering and a reason to move forward within a certain date. For existing clients – send them a personal note saying “thank you” for stopping by and ask them to referr a friend! Tell them you’re willing to give anyone they referr to you a
- You have got to have fun and get into the right mindset when you attend events. People will literally feel your excitement. I can’t tell you how many times I’ve attended an event and you see the vendor across the room or next to you and the person is just sitting there working on their laptop. Or doesn’t event come out of their seat from the other side of the booth with this look on their face like “Do I have to be here….” and they get no traffic. I mean who wants to talk with someone like that? Get out from behind the booth and greet people walking past you. Just say hello and smile! Who cares if they want freebees. They’ll take something with your name on it, right? Some are just there for that. Focus on the people that stop an ask questions and talk with them. Get to know them, why they are there and start the conversation.