After two years of most major events being virtual, we finally see a spike in in-person events. 2022 is shaping up to have most trade shows and conferences in person and almost back to normal. The value of face-to-face meetings has certainly not diminished, and you could argue they have actually become even more effective. Attending trade shows can be a significant investment and take up a large percentage of your marketing budget. Detailed preparations are necessary to show a return on your investment. Here are a few areas you should focus your efforts on when attending industry events.
Create A Plan Including Goals And Objectives
Like any other marketing strategy, it is important to have a plan with clear goals and objectives before attending a trade show. Having a plan in place will enable your team to be more organized and get the greatest ROI from your attendance. Have written goals and a game plan for seeking out prospects and meeting with potential clients.
Strategize Your Networking
Streamlining your networking process and simplifying how you exchange information will play a significant role in the overall success of your plan. At a busy event, it can be challenging to get the ear of your target audience. Provide detailed contact information so that prospects can connect with you on their preferred platform. Knowing your audience and having a firm grasp of your company's solutions will make your interactions more efficient and effective.
Use Creative Branding
Increasing your brand's reach to a highly targeted audience is one of the major objectives of attending trade shows. Handing out branded merchandise that is useful in everyday business life is an excellent way to make your brand memorable. For example, you could give away branded zip drives pre-loaded with education content, templates, and tools. The uniqueness of your giveaway will provide the first impression, and its usefulness will extend its shelf life.
Prepare A Nurturing Campaign
In most cases, you won't be closing any deals at an event so having a strategic plan to follow up and nurture your prospects is of the utmost importance. You should have email workflows and teleprospecting campaigns in place to guide potential clients through the buying process. Identify pain points through networking efforts to determine what types of content to use in your campaigns. This will allow you to personalize your messaging and yield better results.
Leverage Social Media
You can use Social media to promote your attendance before, during, and after an event. This will help build a buzz around your presentation and help improve social media engagement metrics.
Contact us to help plan and execute your next event or trade show attendance.