There’s something gloriously old-school about meeting people who aren’t boxed into webcam squares.
I am sure many of us are feeling the fatigue and isolation of Zoom and Teams, relishing the opportunity to meet real people in real places with real branded pens.
You shake a hand, you share a joke and you make a mental note of who nabs the last freebie on your stand.
These moments may seem small, but this level of human interaction can be one of the biggest marketing wins.
Attention you can’t just scroll past
Marketing continues to change. Whilst digital still remains important, people are becoming blinder to the online adverts or never-ending pool of eshots and LinkedIn messages.
Whilst convenient, they lack any emotional connection to the brand or the people behind it.
Events, on the other hand, command the attention of your audience. Attendees don’t just spend seconds with your and your brand, they can spend hours fully engaged with what you have to say.
The lead generation can be immediate, it doesn’t have to wait for a form to be filled or a person to be remarketed to, it is there and then.
We remember experiences, not adverts
Events engage multiple senses and invite participation and the data agrees. A recent survey by events company Excel found that 64 per cent of consumers retain positive impressions of brands after a live event, meanwhile 85 per cent are more inclined to buy after participating
Importantly though, 91 per cent of respondents said that branded experiences at event make them feel more optimistic about a company.
Attendees aren’t alone either, as 95 per cent of marketers agree that face-to-face time is essential for strong customer relationships.
Despite the recent moves towards a digital marketing landscape, the seems to be no substitute for staring someone in the eyes and shaking their hand.
Make it multi-channel, make it worthwhile Events shine brightest as part of a wider, joined-up plan. One moment rarely converts on its own. Momentum comes from many small, consistent nudges across channels.
Here are some top tips to help you make more of events:
- Before – Warm the right people up with a targeted digital campaign focused on why they should speak with you on social media, via eshots and with a dedicated landing page.
- During – Capture and qualify data quicky with forms or badge scans that collect context, not just contacts and be present at the event with activity on LinkedIn.
- After – Send something useful, ideally to the conversations you were having – don’t be afraid to continue to follow up and be direct.
At each stage, it is important to track the conversations you are having to create qualified opportunities. Setting clear KPIs and measuring them against your budget will help you to define the ROI of each event.
How we can help you
We understand the logistics and marketing behind hosting or participating in an event can be intimidating, but it helps to get professional support.
Our experienced team can help with every element of your event plannings, from the creation of your stand to high-impact, pre and post-marketing campaigns that build awareness and generate leads.
If you would like to find out more about our events services, please get in touch.
