You learned from the first part of our events planning blog series about creating a balanced event schedule and defining your goals. With an event set in stone and a goal in mind, the next part is to start putting the key elements together.
Like we mentioned before, events can be time-consuming and expensive – but absolutely worth it when you put an intelligent plan together. For your event to be a well-spent investment rather than just a blow to your budget on the big day – you should consider two key elements: research and engagement.
Step 1: Do your events planning homework
Competitive analysis is a must in strategic events planning. For each event, you know the when and where, now let’s look at the what, who, and why – which takes a team made up of creatives with unique strengths. Taking these tips into account is a good way to start:
Research the event/venue: Evaluating the trends of the event and crowd over the years will put your company worlds ahead of your competitors. Know the groups and demographics of those who will be attending including the geographic areas they’re from, industry’s they represent, education level, and professional position (the latter three being more applicable to B2B events). Conduct research beyond the event website and exhibitors kit to observe the highlights of previous years’ booths, activities and online marketing promotions. This research is perhaps the most important part because it will guide you to plan for what’s the norm of each event and create a proper budget, dynamic booth and effective overall event plan.
Consider your setup: Each event serves a different crowd and accomplishes a different mission – which your booth should reflect. While you want brand consistency, never take the “cookie cutter” approach in your planning. For more high-profile events that draw in bigger crowds, here are some booth tips:
-Display things higher to get above the heads and deliver more eyes to your brand
-Consider second story elevations
-Add quality video elements
-Get audience involved, stimulate their senses
-Create a “street-team” that can extend your reach beyond your booth space
-Incorporate off-site events such as demos to dinners and cocktail parties
If there’s an element to the event that compliments your mission, gravitate toward that activity. For example, if your company’s purpose or proceeds go toward supporting veterans, seek a booth location near positive military-related activity. This reinforces your brand association with bigger causes and makes you more memorable (which is the point of going). Also, consider contacting complimentary, related company’s also at the show to create strategic alliances.
Assemble your content accordingly: The materials you use to present your company at a B2B event vs. a B2C event won’t even remotely resemble each other.
Events Planning: B2B vs. B2C
-B2B: Be professional while events planning. Aim for a more corporate, yet inviting ambience. Be sure to include high-level sales and business literature as well as private meeting space, and informative digital media. Invite sophisticated, experienced staff members who are ready to deliver detailed information to professional attendees. A stellar presentation carried throughout your booth to staffing will generate qualified leads and sales.
Note: Just because you’re at a B2B doesn’t mean it can’t be lively or memorable. In fact – it should be, but on a different level. You can still include contests, demos, giveaways and interactives, but just ensure that it’s appropriate for a B2B audience. Do keep in mind each industry is different. If your business is in a more casual industry, your B2B event will have a more casual approach.
-B2C: Keep it clean and open… or go Hollywood – you have unrestricted freedom. Your research will guide you on crowd expectations for each event. Consumer events are about making the best experience, building connections, gaining new fans. Each interaction is far more brief than a B2B event, therefore promotions, presentations and offers should be concise. Unlike a B2B event, you can bring aboard less seasoned staff – as long as they are professional, enthusiastic, outgoing, and most importantly: relatable. Always incorporate interactive events planning tactics and a call to action to leave the consumer with.
Step 2: Make it memorable
All the research and preparation in the world is wasted if your event plan isn’t memorable, (and you don’t have a post-show follow up plan). Strive to stimulate many senses of each and every person who encounters your setup. Here are a few ways to get creative and separate yourself from the jungle of booths:
Giveaways/Incentives: There’s likely over 100 different businesses at your event – how can you possibly differentiate yourself? With giveaways. These are a crucial part of customer converting, which should be a major goal at an event. Here are some tips to mastering the art of incentives:
Don’t simply give it away.
Although that sounds counterintuitive, it’s not. Giveaways simply laying out in the open for anyone to grab adds no value to your event marketing strategy. Control the amount of substance you’ve paid for by adding a gateway to access it. This can be signing up for your email alerts, following your social media, participating in a taste test or contest, and more. In doing this, your items are more likely to reach the hands of someone who is genuinely interested in your product, rather than someone who stumbled upon free stuff.
Make it relevant.
Think about your giveaway like a first date with your customer – you want to leave them with a good impression, and you want them to call you back for a second date. Give them something positive that reflects what your company is about. Don’t be afraid to spend a little extra money on a quality giveaway – aim for items that are likely to be seen, kept, and reused. Stray away from simply brochures and literature – paper with no power (i.e. “incentive”).
Reality check: Unless you’re a yoga or some other health-related company, stress balls probably shouldn’t be on the top of your list. You want your customer to think of you in a positive light, not squish you when they’re stressed. Lean toward something like stimulating like food or perfume, for example.
Never create throwaways: A quality promotional item will pay off 10x more than a throwaway.
Here are a few examples of events planning material to give away:
Instead of branding bottled water, put your logo on an insulated water sleeve. One is thrown away, one is kept, and the cost is the same.
The same applies to magnets, tiny calendars, etc. If you wouldn’t keep it and use it over and over, you can bet others won’t as well.
Choose the right type of promotional item for your business. Magnets sometimes are a good choice. They make great sense for takeout pizza or an urgent care center but are a waste of money for a criminal lawyer. Yes, we’ve seen this done or we wouldn’t use this example. (Think about it: who wants to advertise they’ve needed a criminal lawyer on their refrigerator… and how often do you need to call one anyway?)
A call to action:
If your words can’t convince a consumer to stay in touch – numbers can. Offering a coupon, limited time introductory offer or a product sample can be effective in converting customers. But create “give and take” – you give an offer, sample or gift they take (and give back with a sale, email sign up or a social follow).
Get interactive: This is the make-or-break factor for consumers at events. What do you think is more memorable, the company that gave away a brochure or the company that let you design your own makeup? When it comes to multisensory experiences, you need the help of both technology and people.
Interactive media:
The possibilities are endless. While events planning, showcase your user-friendly website, apps, and social media. Video is an incredible asset because there’s no way you can encompass all the highlights of your company in an elevator pitch. Your inability to do it all is actually a blessing in disguise – since this allows you fill in the gaps with all the creative capabilities video design has to offer. Other digital media to consider are:
Touch screens
Video games
Open style photobooths & onsite photography/videography
The power of people:
Technology will never replace people’s innate love for interacting with other people. At events, it’s important you have the most positive and enthusiastic people there representing your brand, since they are literally the very face of your brand. If your brand is an advocate for a certain group of people, it is imperative that customers can interact with the people you’re representing and hear straight from the source why they should buy into your vision.
We hope that our blog series gives you an insight of the strides it takes to properly plan and market your events. Foray into events marketing or sharpen your event strategy, let’s start a conversation and explore your untapped opportunities. Email [email protected].
