Do you have an exhibition coming up?
Are you prepared, have you done all you can before during and after?
There are a number of things that can and should be done before, during and after an event in order to ensure that you achieve the best possible ROI from it.
Exhibitions are expensive, so it is essential to ensure that you are putting the most effort in so as to get the best possible results out of it.
Before The Event
You should really start thinking about an event 4 months before hand. This is so that you can market to your target audience and ensure that they know about the event and will visit you there.
E-mail – why not put a link about the event on your e-mails Why not send an e-mail campaign out to prospects announcing a competition.
Telemarketing – why not use a telemarketing campaign to get prospects interested following the e-mail
Direct Mail – why not doing a mailing to prospects to raise the awareness about the event Event Stand – Get the best possible exhibition stand designer to products a great stand
The marketing before the event is possibly the most important thing next to the event itself. If you have paid a lot of money for a stand, for the space, for staff to attend the event, but no-one knows you are there, then it is money down the drain.
During The Event
There are a few things that can be done during the event to ensure that people know you are there, that they can see and hear you, and will visit your stand over your competitors.
Music – Have some music going, people like music
Models – Have some pretty people on the stand (models can be hired)
Gifts – Have some promotional gifts to give out to people (people like presents)
Sales – Get staff walking around the event talking to people, drawing them to the stand
Balloons – Helium balloons stand out – get them up there!
One thing to avoid is having staff hanging around looking bored, eating on the stand, talking to each other, playing on their mobile phones, or ‘in meetings’. Staff are there to work the event, from when it starts to when it ends.
After The Event
When the exhibition is over and done with, it is not over, the event can still be milked. The winner of the competition can be announced via an e-marketing campaign. A telemarketing campaign can be used to follow up on any sales leads from the event.
The mistake that a lot of companies make is by ending the event when the event ends and doing no follow up.
Plan Your Event
When considering the event or exhibition, it is wise to consider the before, during and after; leaving out one or more of these will mean that part of the money invested into the event is going wasted.