Of course, events can’t be equal, and there is a purpose for each event. Some are meant to create and fuel leads while others nurture and accelerate them. However, most marketing events are aimed at moving existing customers and prospects through the marketing funnel. A marketer can use functions in many ways to drive net new leads. The following are ways to generate new leads, sponsorships, and partnerships and amplify demand generation with marketing events.
Choose Your Event Wisely
Though not all events drive new leads, some do. Managing expectations is one of the critical things that an event marketer has to do. Regardless of how successful a marketer is, learning to manage expectations is paramount. You have to learn to drive net-new leads or demand generation, which refer to leads that weren’t in your existing database. Marketing events are useful at converting people inside the funnel and turning them into clients. Marketers can also use events to convert their current clients to loyal ones and convert anyone else who is already in the funnel.
Of course, not all events are equal. For example, a VIP dinner may not have the same effects as a happy hour. In the same way, tradeshow merchandise with custom gear will have a different impact and clientele compared to a VIP dinner. You have to plan an event and measure its effects before deciding to invest in it. Of course, event marketers can’t use a measuring cup to measure the impact of their four-minute road show. Each event is different and distinct and has to be treated as such. As an event marketer plans out their marketing approach, consider the impact of each type of event ranging from VIP dinners to user conferences and happy hours and try to map them to the funnel.
Join Forces with Your Demand Generation Team
Event marketers are over time levelling up their digital sophistication. Event marketers continue to team up with their digital marketing and demand generation teams to drive more new leads. Their role is to send information about event attendees to their lead generation team. Demand generation teams can then use that information to create imaginary people on Facebook and make them look like the attendees. Their role is to take out advertisements and paid social and retargeting ads across the web as they retarget those attendees and persuade them to attend their event.
Create Incentives and Partner Up
Events are an opportunity for marketers to establish a partnership with other like-minded persons. You can partner with another organization, team, company, or influencers or speakers who attended the event. You can even partner with the DJ and ask him or her to spread the word about your event to try to generate as many new leads as possible. This is how small business works and does their advertising or promotions.
One way to succeed in event marketing is to keep a close eye on the plus-ones. Half of the attendees of an exhibition will probably bring with them plus-ones. That means an event marketer can get more net-new leads in their database and have extra attendees who can turn into potential customers. The plus-ones might be useful in B2B events, and that’s why it is critical to keep track of them. These plus-ones can be somebody attendee values such as their co-worker or boss.
The best ways to drive net-new leads is to partner with any party that can help you create incentives, choose your event type wisely, team up with your leads generation team, and tracking of your plus-ones. Experts recommend tagging events by types and specifications. It helps save event marketers a lot of pain when they are comparing their marketing approaches and strategies.