Do you have a strategy to maximize participation in your upcoming event?

How much are you investing in organizing and conducting events such as Trade Shows, Webinars, Seminars and conferences?  Do you have a plan for maximizing attendance and optimizing the ROI on that investment?Quite often, companies feel compelled to create and attend events, in spite of their high cost and (all too) frequently low ROI, because that’s what their competition is doing. Instead of developing a plan to maximize the ROI on their investment they choose, instead, to reduce their investment to a bare minimum. The strategy is just to be there to "show their faces."

That investment has now been reduced to a cost of doing business and is quite unlikely to provide any tangible return at all.At eti, we provide a range of support services designed to maximize attendance in their events.    And optimize their investments, big or small.  Over the years we’ve had some great success in “lifting” average attendance by as much as 100%  or more by engaging in a systematic person-to-person interaction with key prospects.  And we’ve also had success in identifying qualified sales opportunities as a by-product of that process.  So our client gets more eyes and ears for their message and some fully qualified sales opportunities to boot that might otherwise not have been identified as quickly (if at all).

Successes such as this require a cohesive strategy up front.  So here are some simple suggestions that you may want to think about when planning your next event.  (Just to be clear the ideas here refer to direct event recruitment not PR and marketing promotional activity which are also essential to enhancing success)

Integrated Email/Telemarketing Tactics

  • Start early (6 weeks out) and email often�
    • Incentives
      • Offer an early bird discount to motivate early registration
      • Offer a volume registration discount
    • Segment your list.
      • Mail less to known customers and prospects.  No need to inundate the ones that already respect your brand and have your solutions (unless the purpose of the event is specifically directed at clients)
      • Mail more to ‘cold’ prospects to promote both your brand as well as the event
    • Mail weekly for 2-3 weeks to the same audience making sure to remove registrants and opt outs before production
    • Provide a toll free hotline for prospects to call .. ask questions and register.  Or better still if they can’t attend then to let you know they have a need
      • Have an infrastructure ready and trained to handle these inquiries
    • Make sure to track email opens and click throughs and leverage the data to increase registration
      • Orchestrate an outbound call to people who clicked through to the website but did not register
    • Outbound calling effort to focus on the 20% that will produce 80% of the revenue to start immediately after the first email
      • Develop custom call guides
        • Track why prospects respond positively or not to your offer
        • Gather market intelligence on what would attract prospects to future events
        • Capture new contacts and verify that emails have reached the prospects you targeted andthat they are the correct targets
      • Extend the above offers
        • Trade shows specific …
          • Offer an exclusive appointment with key executives.
          • If you’re having an extra event (party) invite your key prospects personally.
          • Focus on geography.  It’s more likely you will get greater attendance from the key executives you want to talk to, if they do not have to travel great distances.
      • Confirm registrations 24 hours before the event

After the event:

Depending on the type of event you should consider including the following in your post event tactics in order to maximize ROI by identifying “sales ready” prospects and nurturing those that may convert over time.

Trade Shows:

  • Segment the prospects: Actual discussions or registrations at the booth

    • These prospects should be called via an outbound effort ASAP.
    • Time here is of the essence (within 24-48 hours is ideal) as it is likely these prospects are also looking at your competitors.
  • Dropped card in the bowl
    • Less productive segment.
    • Send an email with thanks for visiting and then test an outbound calling strategy to evaluate the quality of these inquiries.
  • Trade Show attendees
    • Unless able to be segmented these lists rarely are productive.
    • However, a low cost outbound email as well as and some outbound calling may be productive in some circumstances and should be tested
  • Webinars/Seminars/Conferences:
    • Attendees:
      • Email immediately after the event thanking them for attending
      • Conduct an outbound program to further qualify interest and sales potential
      • Those participants who represent the 20% that could generate 80% of the revenues should be called within 48 hours.
    • Non Attendees:
      • Email … “Sorry you could not make it …”
      • Call, qualify, stimulate interest and awareness and drive into your lead pipeline
        • Note:  eti’s experience is that non-attendees often produce better qualified leads/opportunities than the attendee group.  Ignore these prospects at your own risk.

eti has significant experience managing the entire recruitment effort.  As well as the post event lead generation elements.  IN addition, we offer a comprehensive registration capability to manage multiple events/locations and more.  Please call us on 1.800.466.4384 to discuss how ETI can help you maximize your event ROI.

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