Create your marketing strategy
They invest in the future while being aware of the need to build people and society. They believe that corporations have a purpose and meet stakeholders' needs in However, at great companies profit is not the sole end; rather, it is a way of . so the issue is not whether a set of words called “values” exists somewhere in. Relying on manager expertise and market research may not be enough. One of the biggest challenges that companies face is predicting demand for new “ That would make it very easy to prepare to meet demand, because if you know For existing products, companies generally use data on previous. The purpose of your marketing strategy should be to identify and then makes the most of your strengths and matches them to the needs of the customers you want to target. This control element not only helps you see how the strategy is performing in Could extending my product list or service provision meet existing.
You can conduct these with a simple webcam or employ a full production crew for higher quality broadcasting. Physical Events Offline events require physical attendance and interactions take place in person. While they often require more investment than virtual events, offline events allow face-to-face relationship building.
Tradeshows A tradeshow is a physical gathering of individuals in a particular industry or profession in a forum that typically features numerous companies in a specific market. A business may sponsor or participate in a tradeshow to show off a product or simply to network and strengthen its presence in a market. Conferences Conferences are often company-specific marketing events that gather attendees for the purpose of delivering information such as a user summit.
These events tend to be on the larger side, and are held by companies for training or educational purposes.
Seminars The term seminar is usually used to describe smaller meetings, roadshows, or field events. Some seminars are set up similar to a classroom lecture, where an expert shares information with the audience in a traditional more formal style. Breakfasts, Lunches, and Dinners These are typically smaller, more targeted events. They can be both customer and prospect focused.
These events are usually very intimate with people, or can be larger with 50 or more attendees. For the smaller functions, these tend to be high level and provide executives a private setting for networking.
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On a larger scale, breakfasts, lunches, and dinners can include thought leadership presentations as part of the event. Here are 7 secrets to make sure that your events are consistently outperforming expectations.
Set realistic and targeted goals up front. Your goals should not be limited to only registration and attendance models.
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The best goals will get into pipeline and revenue impact. Build a model up-front to understand the sensitivities of your event ROI based on various metrics. For instance, if you hold an event that is well-attended by the wrong people, you will increase your costs without impacting revenue.
Your model may show that the percentage of qualified attendees tends to be a high indicator of success this sensitivity may only be relevant for physical events, as virtual events are less costly.
You also want to use the model to understand potential scenarios, ie. By preparing for all of these, you can proactively identify and manage risks up front.
The best event programs incorporate intentional measurement strategies in advance, that means you should define what, when, and how you will measure during your initial planning phase so you have a benchmark to work with.
Incorporate a strong theme and be creative. Whether you are partaking in a virtual or physical event, delivering a cohesive look and feel helps create a seamless brand experience. Even with a virtual event you will have to think about how your booth looks, how you present your collateral, and what sort of contests you might want to incorporate.
Hold a brainstorming session with your team to come up with viable ideas. And remember to think about all of the potential elements such as booth staffing uniforms, promotional materials, swag, and other collateral.
In a sea of vendors, how do you make your booth a smashing success? You want to create a presence that compels someone to stop, not just walk by.
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Consider using games or interactive tools as a way to pique the interest of attendees. Cool swag giveaways are also a great way to entice someone to enter. Include multiple touches in your promotion. When putting so much time and energy into planning your event, you want to make sure that you do the promotion right.
To generate the highest amount of registrants, you need a mix of email, social, public relations, and other types of paid promotions to get the biggest bang for your buck.
By communicating with your audience early and often leading up to the event, you will have a better turnout as your event will be top of mind for your attendees. Finding the right number of times for email promotions for an event has a great deal to do with the type of event you are promoting.
Take a look at a sample event multi-touch promotional schedule: Segment your promotions to reach the right audience No matter what sort of promotion you are using, segmentation is vital to getting the right attendees registered for your event. Make sure you spend time on data quality to ensure that the lists can be reused in the future. For segmentation you want to focus on demographics like: Test a variety of different messages before pushing out your entire campaign.
Will your audience respond better to messages about giveaways, educational clinics or product testing? You don't know until you test. Include Social Media in Your Event Plans Being active on social networks before, during, and after your event is crucial for success. Since events are in real-time, attendees often use social networks to engage with other participants in a live environment.
Here are a few channels you should think about engaging attendees through: Twitter is a powerful tool for not only marketing and promoting your events, but also engaging and connecting with the attendees in real-time. You will want to set up a hashtag, schedule a series of tweets, build twitter lists, and remember to live tweet. Because Facebook is so visual, it is a great place to promote your events using eye-catching graphics.
Begin posting weeks before events and use a mix of custom graphics, memes, and images taken at the event to encourage attendees to register. You can also leverage Google Hangouts to get influencers, prospects, customers, and other attendees in the same place discussing event highlights. Use LinkedIn to promote your registration page and use LinkedIn groups to get some additional traction. Leverage foursquare at en event to drive traffic to a physical location while using gamification to build buzz.
Be the first to follow-up with attendees and non-attendees alike. Making sure of proper event follow-up will set you apart from the competition and keep you fresh in the minds of your prospects. Always plan your follow-up strategy before the event begins—email follow-ups should be written and designed, offers should be decided on, and any other call-downs should be planned.
Here are the steps you should consider when designing your follow-up campaigns: Lead List and Qualification: The lead list is a critical aspect of any event and lists should be created either directly after the show or every night after the exhibit hall closes.
All email follow-ups should be written before the event takes place. Reading event synopsis, session descriptions, and blog posts will help you craft the email messaging. Lead Nurturing and Scoring: Lead nurturing and scoring are critical for a comprehensive event lead management strategy. Continue engaging event attendees through lead nurturing, and score new leads appropriately after events. Base measurement around proving ROI. When it comes to measuring ROI, every company is unique in their level of sophistication and what they want to track.
But where do you start? Below are three different levels of measurements. Basic Progression Measurement By measuring the progression statuses of your attendees, you can determine metrics such as invited, registered, attended, and no show.
Make sure you are measuring these basic metrics, if nothing else. Leads by Category In addition to your basic progression statuses, you should be measuring leads by where they are in your revenue cycle and lead category.
In other words, how attractive are these attendees to you? Of those, were people we considered in-profile prospects worthy of pipeline development, 32 were current leads, were current opportunities, and were current customers.
The ROI of the event will be different for each of these categories: Could extending my product list or service provision meet existing customers' needs more effectively?
Remember that selling to existing customers is generally more cost effective than continually trying to find new ones. How will I price my product or service? Although prices need to be competitive, most businesses find that trying to compete on price alone is a poor strategy. What else are my customers interested in? What is the best way of distributing and selling my products?
How can I best promote my products? Options might include advertising, direct marketing, exhibiting at trade fairs, PR or marketing on the web. How can I tell if my marketing is effective? Check how your customers find out about your business. A small-scale trial can be a good way of testing a marketing strategy without committing to excessive costs. Tips and pitfalls Before looking at new markets, think about how you can get the most out of your existing customer base - it's usually more economical and quicker than finding new customers.
Consider whether you can sell more to your existing customers or look at ways of improving the retention of key customers.
Focus on the market Your marketing strategy document should: Put your marketing strategy into effect with a marketing plan that sets out the aims, actions, dates, costs, resources and effective selling programmes. Measure the effectiveness of what you do.
Be prepared to change things that aren't working. Pitfalls to avoid Making assumptions about what customers want. Trying to compete on price alone. Relying on too few customers. Trying to grow too quickly. Becoming complacent about what you offer and failing to innovate.
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