Although the world is faced with living in uncertain times, many companies are forming their contingency plans to keep their businesses in motion while the world around them goes into isolation.
It may seem like most of the world is on standstill at the moment, but it won’t always be. You should use this time where many are working from home and self-isolating to plan your marketing event.
Although times are understandably uncertain, the thing that is certain is that many cancelled events during this time will be rescheduled or planned for a later date.
Here, we will look at ways to stand out from the crowd in your event marketing campaign.
Focus on before, during, and after event marketing
You’ll need to create and circulate event focused content to your audiences starting several weeks before an event is scheduled to take place. This may include a social media ‘countdown’ campaign where you share pictures, videos and information relating to the event itself as well as the company. This engages audiences for what’s to come, generating interest in both the event and your company.
During the event, continue to stand out from the crowd. Organisations can often sell themselves short at marketing events by not paying attention to the smaller details- for example, they provide well-informed staff to give out leaflets and merchandise to potential customers, but no signage that points participants towards their stalls, or an incomplete display table can make it look like a rushed job. Avoid this by looking into using custom tents and table covers that will be sure to make your table attractive to people coming to an event. Remember, more footfall+ more leads = more sales!
The marketing doesn’t stop there, however. At the event, you should have the capacity to capture the data of attendees- just small amounts of data such as a first name and an email address, which will sign interested parties up to a mailing list that will keep you connected to them.
Put the ‘Social’ in Social Media
Get back to basics. A potential customer has shown interest in your brand, at an event, invite them to connect with your social media pages there. Take pictures of your stand at the event, and thank people for coming along to speak to you. Like and respond to every comment made, and you’re interacting with a whole new potential client base.
This method of marketing also creates trust in an organisation that cares about its customers.
Do Something Different Next Time
Marketing events can be boring, particularly when you have to attend several per year. Next time, offer something different to people visiting. If at your last event, your recruitment company offered free resume reviews from a recruitment expert, offer an interview workshop next time.
While the same people may not attend all of the events, they may attend through recommendation. If you do the same things as last time, you may be inadvertently advertising yourself as a non-dynamic company.
Whatever you choose, choose something different.