Event marketing is planning, organizing, and executing an event for the purpose of promoting a brand, product, or service. Events can take place in-person or online, and companies can either host an event, attend as an exhibitor, or participate as a sponsor. In 2019, businesses will utilize event strategies more than ever before as human experiences will be how companies choose to differentiate themselves, especially those that can’t do so through technologies. The key to any great event strategy is very simple — identify the memory you want attendees to walk away with and work backward."
Trade Show Display Marketing Tips and Advice
If you love Game of Thrones, you’ve got plenty of company these days. And even if you’re not a fan, you can’t escape the buzz. People talk about it all day Monday—and all week long. They reminisce about that one episode three years ago, and debate what’s going to happen next. Funny ... that’s true about GameBuzz, too!Read More
By now, you may have heard of a musical called Hamilton. In you haven’t, here’s a rundown: Since its Broadway debut in August 2015, people can't get enough of it. They're paying upwards of $500 for crappy seats, and close to $3,000 for good ones. It won a Pulitzer, a Grammy and 11 Tony Awards. Its composer and original star, Lin-Manuel Miranda, is now a celebrity. In other words: People are listening to this stuff. Seeing the way Hamilton captivated such massive audiences -- in less than a year -- fascinates me. How the heck did this thing blow up?
Watching the progress and near-instant success of Hamilton is really a lesson in why people listen -- not just to a hit musical, but to a person, a podcast, or anything, really. A lot can be learned by looking into those reasons, especially for marketers. To what and whom do people listen? Why? And how can we get them to listen to us?
To answer those questions, we did some research on the listening process, our motivations for listening, and more.Read More
Not every lead is a good fit for a product or service -- no matter how strongly a salesperson believes they are (or wants them to be). Buyers don't buy just because they have a serious need, a looming deadline, or money to burn. They buy because of a combination of all of these factors, and more. During sales qualification, salespeople can't simply focus on establishing a fit on one of these criteria. They have to establish a fit on all the relevant factors.
While the specific sales questions a rep asks will depend on the product or service they sell, here are 18 solid conversation starters that can help you recognize who's a successful customer in the making, and who's barking up the wrong tree.Read More
It seems last month’s post on Reinventing the Trade Show Floor touched a few nerves. First, there were a handful of unsubscribes from my monthly ezine. Then there were some heated comments in social media. It’s always amazing how pointing out the obvious can get people so fired up. You’ve got to wonder where the root of all that defensive ire is coming from. Sometimes I think it’s because facing change is painful. Oh sure, there are valid points among the foot stomping:Read More
Recently a client of mine was attending a trade show for a selected group who could use his services. It was not an audience that was his “bread and butter” but a crowd that could help him seriously expand certain areas of his business. As usual, he packed up his trade show display, business cards and brochure. But this year, he took something else along.Read More
There’s a long-standing statistic shared in the trade show world that 80 percent of leads are never followed up. While some may doubt the accuracy of that number, I must say it seems pretty on-track with what I’ve experienced as an attendee. And even though I understand how this happens — leads tend to get lost in the post-show shuffle — I really can’t imagine why it’s allowed to happen when there are so many things that can be done to prevent it.Read More
Trade show attendance represents a considerable investment for businesses both big and small. Regardless of a company’s market share, any booth manager will tell you that shows can oftentimes mean the difference between a good year and a stellar year, and the reason is pretty obvious. Trade shows offer the kind of direct access to hundreds or even thousands of prospective clients that you just won’t experience anywhere else. And because most trade shows wrap up after just three days, it means that the window of opportunity to capitalize on the number of leads walking the floor is incredibly short. For this reason, you simply can’t rely solely on bright digital signage to draw in the crowds – in order to make the most of your next trade show; you’re going to have to target your approach.Read More
Trade shows and exhibit booths are the perfect vehicle in so many ways when it comes to promoting your company and snagging more customers. With your exhibition materials created, you will feel poised, ready for the action and the floods of delegates that will stampede their way toward your booth. Except they won’t. There is no tougher an audience than the hordes of delegates, veterans of exhibitions from years gone by. The hardened delegate is constantly looking for something new, something big and YOU need to be the next big thing.Read More
Conventional marketing wisdom tells us “go where your audience is.” Recently, Facebook announced 1 billion users logged on in a single day, and earlier this year, global internet usage on mobile devices surpassed internet usage on desktops or laptops for the first time. These signs make it clear trade show planners and marketers need to invest more online. Beyond email marketing campaigns and social media pages, trade show planners and marketers have a wealth of digital marketing tactics available to them. Many are adding them to their strategies to engage with their audiences and find new prospects. Tactics include social media and pay-per-click advertising, retargeting campaigns, mobile advertising, remarketing campaigns, gamification and many more.