A Quick Guide to Event Marketing
Attending business marketing events is one of the most effective methods of giving your brand a push. Whether you’re looking to attract new clients or boost awareness, we’ve put together a quick event marketing guide that you must follow to increase your chances of success.
Choosing the right event is important
One of the most common event marketing mistakes is relying on events which only operate in and target your own industry. Of course, attending such events means you will be able to meet like-minded individuals, but you’re also likely to be surrounded by competitors and your existing clients.
The best way to market your business at an event is to balance some industry-specific events with other events in a range of industries. Ideally, you should find events which are not readily frequented by your competitors, so that you can stand out and offer your products and services to would-be customers and build new contacts to grow your business.
You need to stand out from the crowd
When you buy a booth or a stall at a business event, you’re likely to have made a big investment. Therefore, it’s essential that you use your position to the best of your advantage to drum up sales and encourage people to find out more about what you do.
Attracting attention can be difficult, and it means thinking outside of the box. Whether that’s hosting a giveaway, hanging great-quality graphics from your stall or adorning your employees with premium name badges like the ones available from Imagin Badges, there are a whole host of ways you can stand out and make an impression.
You should use social media to create buzz
Your event is likely to be the most important date in your business calendar, but it’s just as important to prepare for the events that will take place before and after your exhibition.
Connecting with attendees and building your profile before the event – whether that’s through Twitter, blog posts or email campaigns – is one of the best ways to boost engagement, and similar techniques can be used during your event to keep an audience connected to your brand.
Post-event, social media can be utilised to post highlights videos, to answer questions from clients and to build on the rapport and relationships that were developed during your event, so set up a clear digital marketing strategy in advance in order to maximise your chances of success.
You should always follow up your events
Without following up with potential clients, business events would be useless. Prepare an email template that you can send out after the event, and reference conversations or key information points that were discussed to show that you’re interested in offering assistance.
If your prospect does not respond, then be sure to follow up with a phone call or another email. This way, even if they’re not ready to buy from you right now, they’ll remember you when they are.
Whether you’re new to event marketing or you’re a seasoned professional, deliver your brand with honesty, integrity and passion, and you’ll soon see that the results speak for themselves.