Event Marketing: The Definitive Guide for 2024

Autumn is such a positive time of year, combined with that back to school feeling, it has a sense of new beginnings. After lots of summer adventures and time to reflect, many small business owners are ready to return to work full of renewed energy and focus. Last week in talking to some small business owners the topic of conferences and events came up. In a post COVID world many are now seeking in person connection, whether that is via workshops, conferences or networking, there is a feeling that people are Zoomed out.

There are lots of events running at this time of year and they can be a really useful strategy for any small business owner to help drive awareness and make new potential client connections. If you are investing in this as a marketing tool, it is really important to do a little planning around expectations, but most importantly to define what success looks like. With this in mind, in our blog this month we wanted to share some things to consider when planning for your next conference or event:

Planning and Preparation

We talk a lot about marketing strategy so hopefully, if you have one in place you may have done a lot of this pre-thinking already. But if not and you are making the most of an ad-hoc opportunity that has presented itself, we wanted to share some things to consider, to help you make the most out of the opportunity.

1. Audience. Taking space at an event can be an investment, so it is important to be clear on the audience who will be attending and that they are your ideal client. Before committing, ask the event organisers for a media pack that outlines who they are targeting and a little more about past delegates.
2. Objectives and event goal setting. Think about what you wish to achieve at the event, is it to gain new clients, drive brand awareness or raise your profile? Whatever the objective be clear on what success will look like for you and set specific KPIs (Key Performance Indicators).
3. Brand messaging. This approach will vary by business, it is worth taking the time to consider the core messaging you wish to focus on at the event and if you wish to include an offer or lead magnet to encourage engagement. Having a clear understanding of your audience will make this easier.
4. Gathering contacts. A key objective of attending any event must be to gather new connections and be clear on how this will work from a delegate GDPR sign-up process to capturing data on the day. At some larger events, you can hire scanners to record who you have spoken to and capture their details, so you have a clear list of people to follow up with post-event.
5. Build your stand. Depending upon the space you have purchased at the conference or event, think about how you can maximise the space. For larger shows and exhibitions you will need more sophisticated banners, collateral or branded clothing, for smaller event pop-up banners might work just as well.
6. Preparing for the day. Attending an event can be tiring. Make sure you plan as much as possible, consider who might be able to come with you and how you carry everything is worth mapping out.
7. Internal Marketing Channels: Review your key social media networks and website to ensure they still reflect your business and the event you will be attending. If it is industry-specific for example you may wish to share relevant content around this in advance of the event.

Pre-Event Marketing

Once you have identified the event you wish to attend and defined what success will look like, it is worth then thinking about how you maximise the opportunity and creating a marketing plan for pre, during and post the event will be important.

In the run-up to the event, your focus might be on encouraging your network to buy a ticket or book an appointment with you. Creating a buzz around the event via your internal social media channels, email marketing list and with partners, will help to spread the news about your brand, expand your social media reach and increase engagement. Start to share behind the scenes content, in the run up to the event, such as what your stand looks like, your branded clothing and who else will be joining.

On the Day

Things will be busy on the day, so planning for breaks, refreshments and how you will carry everything will be useful. Try to remember to take photographs or videos and share on your key channels, when things get busy it will be easy to forget, so ask for someone else’s help to do this or set regular reminders on your phone.

One of the key things you wish to get out of the day is to create opportunities. There will be hot prospects to follow up with, which will be people you have had a direct conversation with and who are interested in receiving more information from you. Some events share a delegate list which makes life easier, but if not, you want to aim to gather as many additional contact details as possible. Thinking about the different ways to connect with the audience and start the conversation is key, things like offering cake or chocolate can act as a great draw.

There can be lots of ways to capture contact details, offering a competition or incentive is a useful tool. Whilst there are more sophisticated ways that this can be done using technology, sometimes simple is better. For example, a good old traditional glass bowl where you can drop your business card in to win a bottle of Champagne, a John Lewis/ Amazon voucher or something connected to your business will work.

Post-Event Marketing

This is THE most important task to get the most from the event and one that often gets missed. You have some great engagement in the run-up to the event, some useful conversations on the day and then to forget to follow up straight after is a missed opportunity. To help avoid this, think about the best way to follow up for your business. Social media as a channel here will probably become less useful but it is where your email database will come into its own.

By completing a little bit of planning before the event to set up email templates will be helpful, then when you are busy post event, it will be a question of revising copy rather than starting from scratch. Some key ways you might like to connect with delegates.

Hot Prospects: if you have had some really good conversations make a point of picking up the phone and either making an appointment to discuss the opportunity further or place an order. This follow up approach will vary by business.

Warm Prospects: Are probably where most of the work may come in post event, to create an email campaign that may nurture any potential opportunity. Of course, this messaging sequence will need to be adapted by business and sector, and the timing is variable. Below are some content/ messaging ideas to get you thinking:

1. (24hrs post event) Great to meet you at the event, re-introduce your business, reminding them of how you can help them. Share a client case study or client testimonial to build social proof and share a relevant blog to showcase your expertise. Invite them for a discovery call and if you have an exclusive event offer, include the details.
2. (Week 1) Announcing the competition winner! If you have run a competition on the day, announce the winner and repeat some of the messaging from the above with a clear call to action (CTA).
3. (Week 2) Share a case study illustrating how you can help your clients and the value you bring.
4. (Week 3) FAQs and last call on the event offer or opportunity to set up a discovery call.
5. (Week 4) Add to the general mailing list and email nurturing sequence.

Cold Prospects: Send a general, good to meet you email and add them to your main newsletter mailing list, you never know when things may change for them and you wish to cultivate this as an opportunity.

Top Event Marketing Tips

Investing in an industry event or conference is a commitment, we hope in the blog we have got you thinking about some of the things to consider, it is by no means a finite list. In wrapping up we wanted to share some secret tips to help make your event the best yet:

1. Take time to plan your pre, during and post-event marketing plan.
2. Ensure you are clear on the event GDPR policy, so you can use the email contact list to follow-up.
3. Be clear on how you will get to the event, if you are driving, where will you park?
4. Take cakes, sweets or chocolates with you, they are a great conversation starter.
5. If you have a small stand, make it look appealing and interesting eg: take a white tablecloth, have collateral to give away, if relevant bring props for your business, take a plant, etc.
6. Think about how you will transport your items, a wheelie case could be useful.
7. Set up a lead magnet or offer to encourage people to connect with you.
8. The follow-up is THE most important part of the event.
9. Try to organise a speaker slot at the event to elevate your brand awareness and profile.
10. Block out a few days post-event to follow up and maximise the opportunity.
11. Segment the delegate list into hot, warm and cold prospects, and build an email nurture campaign.

In conclusion, if you are a small business owner and you have a conference or event coming up and would like some help in getting organised with your event marketing, please get in touch. We also work alongside an awesome printing company who help our clients to maximise on these opportunities, here is a little more about their work.