In the competitive world of event marketing, it’s not always easy to stand out from the crowd. From drumming up interest and engaging your audience at an event to chasing leads and maximising your ROI, there are any number of challenges exhibitors face.
When it comes to business events, there is no ‘one rule fits all’ formula - in fact, you have more chance of getting noticed and generating leads if you think outside the box and have something different to offer attendees and passers-by.
Why events matter
Whether it’s a single pop-up or well thought out roadshow, an event is not just a way to promote your business to a wider audience, but also a way to make valuable connections that can lead to great things for the future of your brand.
In a study by Regalix, more than half of B2B marketers said that event marketing was a significant tool when it comes to promoting their business. Taking your brand on the road gives you opportunities avenues like cold calling and emailing can’t - a chance to speak face-to-face with your target audience and potential future clients.
First impressions count, and by making a positive initial impact, you’re more likely to be remembered long after your exhibition trailer drives away.
Bringing your brand to life
Whether you’re hosting a solo pop-up event or showcasing your brand at a number of roadshows, paying attention to your branding is key when it comes to marketing on the move. From choosing impactful exhibition trailers to experimenting with dynamic design, effective visuals will be an important factor in determining whose attention you capture.
If you want your brand to stay fresh in attendees’ minds long after an event, you’ll need to think about shaking up your approach to event design. Live demonstrations and interactive displays allow your audience an opportunity to get involved. So whether you’re launching a product from an exhibition unit or inviting attendees to take part in interactive events on board your self drive vehicle, don’t be afraid to be bold with your branding.
Investing in the best exhibition unit or trailer for your brand will be subjective and it’s worth spending some time picking the best platform for your business. When this is effectively executed, you’re guaranteed to see your ROI soar.
The power of social media
Social media is ever-changing and no two platforms are the same - which is great when it comes to brand exposure. Creating a brand presence on social media - before, during and after an event - can be a key ingredient in putting your brand on the path to success.
Twitter is an exhibitor’s best friend, so make sure you jump on industry and geographically-relevant hashtags. Keeping your social media audience in the loop during an event can let them know how busy it is, as well as making sure they know where you’ll be and when.
Sharing photographs on your business’ Twitter account can also be an effective way to increase engagement - as posts which include photographs receive 35% more engagement than those without.
As the world’s most popular social media platform, Facebook can play a key role in your event marketing strategy. From posting about event dates to engaging in conversations with potential attendees, there are any number of benefits to utilising this free channel - and by live-posting, non-attendees can receive regular updates from your exhibition unit. If your business isn’t active across social media, now’s the time to set up those all important accounts.
What happens now?
well-executed event should result in you driving away with an armful of lucrative leads - and while a traditional phone call or email can be an effective way to follow up, there are a number of other ways to reach out to potential consumers.
From Facebook and Twitter to Linkedin and Google+, find out where your leads are socially active and make contact in a timely manner. By avoiding standard follow up tactics, you’ll ensure you’re not lost in a sea of unread emails or unreturned phone calls.
In an effort to stay one step ahead of the competition, businesses can't afford to become complacent. By using these event marketing tactics to shake up your approach to promoting your brand, you can sit back and watch as the leads role in.
For more information on our exhibition units including self-drive units, roadshow trailers, customised containers and mobile showrooms, get in touch with The Events Structure team today on 0161 821 1010.