Events offer you the opportunity to deliver large numbers of prospects and clients to a targeted audience. Hence conventions - to conferences fee paying or free offer the marketing medium a tangible opportunity to promote their services – and increase sales.
It is important that we don’t lose sight of how many deals are sealed with a “hand shake”.
Meeting personally as above – can be and should be supported with a personalised mix of e-mail, text and telephone. The event is the tangible opportunity to demonstrate your product, whether a car launch on a racetrack, to a museum for agriculture and a new tractor.
The important aspect to remember is in a delegate/client mind the event begins long before the physical; hence pre-event communication is an integral part of event preparation.
If the message is strong and the need is great, events can attract visitors from around the globe. Could your product and message be better served without an event – look at the mix of marketing communications options available.
Events offer additional hidden benefits – a place to recruit, check out the competition, and gain market intelligence, distribution of sales material and additional information.
The most effective event will be one that delivers an audience who have been profiled, have purchasing power/decision makers.
Effective events will be interactive, visual and not just about handing out a brochure and free pen. Put yourself in the prospect’s shoes, they will have given up their valuable time; you cannot afford to disappoint them.
The objectives for events are to allow prospects to meet and sample the company product, use them to build upon relationships and in promotion of things to come.
Within the marketing mix – people/buyers – before making a decision will always look to minimise the risk of any decision they make. An event offers people/buyers the opportunity to physically reduce this risk. If you have a product, which is tangible, let then feel it, if you offer a service demonstrate it.
And don’t be boring – we live in a society that is use to high-tec gadgetry, so do yourself a favour. Look at your proposal and ask yourself honestly would I be excited, attracted, enthused to buy, visit; recommend your product and services?
If you have to eat your sandwiches don’t chomp in front of your audience – no one likes people who speak with their mouth full.
If you’re not sure, speak to the people in the know.
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