Conference season is ramping up. Like most marketers, we’re getting ready for events like SxSW and of course, our own Demand Success 2014 conference this June 5 and 6.
A common desire we hear from marketers is more ROI and marketing outcomes from events. Some of finding ROI at a conference lies in targeting the right events, specifically whether or not it is worth attending from a business development standpoint. But much of performance has to do with the marketing approach before, during and after the event.
Here are six tips to maximize your marketing ROI at events.
1) Stand Out
Whether it is a booth or your networking skills, make sure you are standing out at the event. It’s too easy to get caught up in the noise. Make sure your booth does not blend it.
When you meet people at a booth, at a session, or a reception, have some pre-determined questions in your mind. Make them more than the standard fodder. “Where do you work,” is about as lame as it gets. Ask about people’s personal interests and history in the sector, why they care, what they hope to learn, etc. If at all possible, learn about the individual.
2) Tweet It Up
There’s more relationship equity to be had, and it’s not in person. Many industry professionals follow event hashtags to get virtual intelligence. Tweet sound bites from sessions; post pics on Instagram, Twitter and Facebook; and participate in hashtag based conversations. You will garner new followers, and perhaps some unexpected on site meetings.
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3) Set Up Meetings Beforehand
If you want great results, from coverage from bloggers and media to new leads, then do the work beforehand. Specifically, reach out to people and set up meetings before events. Send an email to your prospects telling them you will be there. Ask key influencers to meet up on site.
You’d be surprised how much event ROI and outcomes depend on doing the work in advance. Rarely are conferences successful for companies if they just show up.
4) Mine for Content
Most companies are concerned with producing quality content these days. A great way to find and develop quality content is to attend a conference, and learn what trends your peers and customers find most compelling. You can report out with blogs, or take the ideas and further expand upon them (with a link to the source).
5) Prepare to Follow-Up
How many times have you gone to a conference, brought back a bunch of business cards, and then watched them collect dust on your desk? If you don’t follow up after an event with an email or some other communication, you will lose all of the time and money spent. Solidify new relationships with valuable and personal post event communications.
6) Speak at a Conference
So you want more? It may be too late for this spring, but do all you can to get speaking engagements at your preferred conference. It creates instant authority, networking opportunities, new leads, and content for your business. If you don’t know how to pitch speaking gigs, here are a few tips from the kate{mats} blog.
What would you add?
Image: Pattymooney, bjornmeansbear (Creative Commons)
