Live event marketing
complements other sales and marketing promotion, but unlike most other
marketing forms, at an event you get to meet the buyer face to face and isn't
that what you want?
While the initial cost may seem daunting, exhibiting at an
event is one of the most cost-effective ways for your firm to reach qualified
audiences. According to a US study by Exhibit Surveys Inc., the average cost
per visitor reached at a trade show is £120, while the average cost of a field
sales call is £195.
You can do the sums.
Given the importance and potential cost, it is crucial to
measure your return. You won’t be able to measure that in revenue initially, so
you can use proxy metrics that indicate how your exhibition stand is going to
feed your marketing funnel.
Every exhibition is different for every exhibitor, so no
single measurement tool will work for everyone.
The effectiveness of your exhibition is down to the effectiveness of
your with pre event planning, preparation and post event follow up.
So the first step is to set some realistic objectives. Here
are 16 goals that exhibitions can help you achieve
Marketing Funnel
How many people do you want to
speak to?
How many contact details do you
want for your database?
How many people do you want to
take up your special ‘exhibition’ offer?
How many sales do you expect to
get and what will the value be?
Customer Relations
How many of your current
customers would you like to meet?
What upsell and cross sell
opportunities will this create?
How many customers can you
educate on the day?
How many customers’ testimonials
can you collect?
How many lapsed customers can you
reengage?
Market Research
Can you test or preview a new
product or service?
What research will you collect on
the day?
How much market testing, perhaps
for awareness, can you collect?
Building Your Brand
What are your market awareness
objectives?
How will your brand be positioned
compared to your peers?
Will you find new investors?
Will the exhibition enable you to
develop new markets?
Media relations
How will you build relationships
with journalists at the event?
What coverage are you looking
for?
Every exhibition is different for every exhibitor. For some
they will be launching new products, for others, they will be for selling
something that is proven. The clearer you are on what you want to achieve, the
more successful you will be.
You may have to attend a number of exhibitions to fine tune
your proposition and test what works for you.
So think about your special show offer, be clear about your proposition
and my favourite top tip, don’t forget to sell to the other exhibitors.
I hope to see you at one of our events soon.
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