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EVENT MARKETING:
MAKING TRADE SHOWS THAT WORK FOR YOU
www.sparkreaction.com
TABLE OF CONTENTS
Pre-event Marketing
Goal Metrics
Marketing During Your Event
Continue Success with Post Event Marketing
PRE-EVENT
MARKETING
www.sparkreaction.com
040302
INDUSTRY
SELECT THE RIGHT EVENT
VERTICAL REGION ATTENDEE
Consider events
that are in your
specific industry to
increase your
presence.
Your product or
service may serve a
specific
vertical, select a
show based on your
target market
Are your services
restricted to a
geographical area?
Perhaps multiple
areas?
For smaller shows,
consider the quality
of the attendees. Are
they your tarrget
market & do they
have decision
making power?
01
www.sparkreaction.com
This is a great way to evaluate
the event with little
commitment; it gives you the
tools to determine your
participation next year.
ATTEND
Consider exhibiting when you
are trying to build brand
awareness within the market,
or are launching a new
product or service.
EXHIBIT
Maximize exposure by
sponsoring the event. Target
your sponsorship to reach or
target audience or sponsor
the event as a whole.
SPONSOR
DETERMINE PARTICIPATION LEVEL
Event Marketing: Making Trade Shows Work for You
www.sparkreaction.com
ESTABLISH GOALS
In order to measure trade show/event ROI, you must establish
goals for each one. This data will help you determine if you
should exhibit again. Some goals include:
BRAND
AWARENESS
LEAD
GENERATION
SOCIAL
MEDIA
TARGET
MARKETING
www.sparkreaction.com
BRAND METRICS
• Impressions – Number of people
that saw your brand during the
event
• Visitors – Number of people that
stopped by your booth
Measure the visibility of your
brand during the event.
www.sparkreaction.com
LEAD GENERATION METRICS
• Qualified Leads– Number of
qualified prospects met at the
event
• Sales Appointments– Number of
follow up appointments scheduled
after the event
Measure the quality and quantity of your leads
www.sparkreaction.com
SOCIAL MEDIA METRICS
• Twitter – Measure tweets and
#hashtags you promote
• Facebook – Measure new “likes”
or “fans”
• LinkedIn – Engage in
conversations in relevant groups
& evaluate conversation
• YouTube – Post and monitor
video views from the event
• Google+ - Share links, images
and videos with prospects
www.sparkreaction.com
MARKETING METRICS
Measure various marketing activities including:
• Marketing Materials– Total number of materials distributed
• Promotion Items– Number of promotional items distributed [t-
shirts, pens, USB etc.]
• Contest/Giveaways – Was one carried out? What was the
outcome
• Competitors – Evaluate their presence at the event
Event Marketing: Making Trade Shows Work for You
www.sparkreaction.com
TAKE ACTION
• View the attendee list to find the right traffic, - weed out other
vendors and competitors
• Invite current & prospective clients
• Personalize your messaging based the stage in the sales funnel
• Vary your communication methods by using email, social media
and even phone calls
www.sparkreaction.com
MAXIMIZE EXPOSURE
Stand out by doing
something other than booth
space
• Sponsor or create a
lounge charging station
• Host a networking event
• Set up meeting room
www.sparkreaction.com
USE SOCIAL MEDIA
You won’t have access to all
attendees email, use social media
to reach more prospects
• Start early promoting your event
• Share details including booth
number, speaking engagements
etc.
POST EVENT
MARKETING
www.sparkreaction.com
SEND THANK YOU
Touch potential clients
again by sending a “Thank
You” email
• Include relevant blog
post
• Invite them to a webinar
series
• Provide link to collateral
or other materials
www.sparkreaction.com
ENROLL INTO A CAMPAIGN
Enroll leads into a
campaign to nurture them
through the sales funnel
• Set up an automatic
workflow
• Provide remarkable
content at each stage
www.sparkreaction.com
MEASURE ROI
• Re-evaluate the metrics set up
for the event
• Evaluate the click-through rate
and unsubscribe rate of the
“Thank You” email
• Determine if sales closed any
leads from the event or from
the workflow
THANK YOU

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Event Marketing: Making Trade Shows Work for You

  • 1. EVENT MARKETING: MAKING TRADE SHOWS THAT WORK FOR YOU
  • 2. www.sparkreaction.com TABLE OF CONTENTS Pre-event Marketing Goal Metrics Marketing During Your Event Continue Success with Post Event Marketing
  • 4. www.sparkreaction.com 040302 INDUSTRY SELECT THE RIGHT EVENT VERTICAL REGION ATTENDEE Consider events that are in your specific industry to increase your presence. Your product or service may serve a specific vertical, select a show based on your target market Are your services restricted to a geographical area? Perhaps multiple areas? For smaller shows, consider the quality of the attendees. Are they your tarrget market & do they have decision making power? 01
  • 5. www.sparkreaction.com This is a great way to evaluate the event with little commitment; it gives you the tools to determine your participation next year. ATTEND Consider exhibiting when you are trying to build brand awareness within the market, or are launching a new product or service. EXHIBIT Maximize exposure by sponsoring the event. Target your sponsorship to reach or target audience or sponsor the event as a whole. SPONSOR DETERMINE PARTICIPATION LEVEL
  • 7. www.sparkreaction.com ESTABLISH GOALS In order to measure trade show/event ROI, you must establish goals for each one. This data will help you determine if you should exhibit again. Some goals include: BRAND AWARENESS LEAD GENERATION SOCIAL MEDIA TARGET MARKETING
  • 8. www.sparkreaction.com BRAND METRICS • Impressions – Number of people that saw your brand during the event • Visitors – Number of people that stopped by your booth Measure the visibility of your brand during the event.
  • 9. www.sparkreaction.com LEAD GENERATION METRICS • Qualified Leads– Number of qualified prospects met at the event • Sales Appointments– Number of follow up appointments scheduled after the event Measure the quality and quantity of your leads
  • 10. www.sparkreaction.com SOCIAL MEDIA METRICS • Twitter – Measure tweets and #hashtags you promote • Facebook – Measure new “likes” or “fans” • LinkedIn – Engage in conversations in relevant groups & evaluate conversation • YouTube – Post and monitor video views from the event • Google+ - Share links, images and videos with prospects
  • 11. www.sparkreaction.com MARKETING METRICS Measure various marketing activities including: • Marketing Materials– Total number of materials distributed • Promotion Items– Number of promotional items distributed [t- shirts, pens, USB etc.] • Contest/Giveaways – Was one carried out? What was the outcome • Competitors – Evaluate their presence at the event
  • 13. www.sparkreaction.com TAKE ACTION • View the attendee list to find the right traffic, - weed out other vendors and competitors • Invite current & prospective clients • Personalize your messaging based the stage in the sales funnel • Vary your communication methods by using email, social media and even phone calls
  • 14. www.sparkreaction.com MAXIMIZE EXPOSURE Stand out by doing something other than booth space • Sponsor or create a lounge charging station • Host a networking event • Set up meeting room
  • 15. www.sparkreaction.com USE SOCIAL MEDIA You won’t have access to all attendees email, use social media to reach more prospects • Start early promoting your event • Share details including booth number, speaking engagements etc.
  • 17. www.sparkreaction.com SEND THANK YOU Touch potential clients again by sending a “Thank You” email • Include relevant blog post • Invite them to a webinar series • Provide link to collateral or other materials
  • 18. www.sparkreaction.com ENROLL INTO A CAMPAIGN Enroll leads into a campaign to nurture them through the sales funnel • Set up an automatic workflow • Provide remarkable content at each stage
  • 19. www.sparkreaction.com MEASURE ROI • Re-evaluate the metrics set up for the event • Evaluate the click-through rate and unsubscribe rate of the “Thank You” email • Determine if sales closed any leads from the event or from the workflow