How to Profit From Event Marketinig

Trade shows are exciting opportunities to promote your brand and to capture sales leads. You can participate in large shows with worldwide exposure on the Net and off line. Incorporate the following best practices into your show program to profit from event marketing.

Difficulty: Moderate

Instructions

Things You'll Need:

• Event booth
• Invitations
• Sales or telemarketing follow-up

1. Determine your cost per lead based on total event expenses and number of leads you collect at the show.

2. Qualify your leads. Industry statistics show that only 25 percent of trade show leads are ready buyers. Nearly 50 percent are warm and require nurturing. The remaining 25 percent are not at all quality leads.
   
   Your goal would be to qualify and convert the 75 percent of the more promising leads to sales. Productive follow-up is key to this conversion process. Curiously, the Center For Exhibition Industry Research (CEIR) reports that 80 percent of trade show leads are not pursued after events.

3. Set clear pre- and post-event goals. You must target these critical main areas: ensure prospect awareness of the event; send personal invitations and confirm attendance; qualify leads and establish effective sales follow-up.

4. Take action steps to accomplish the goals for profitable event planning.
   Identify and add list prospects that match your target profile; mail dynamic unique booth invitations to your prospects; arrange onsite, confirmed trade show meetings with top prospects; qualify the post-show leads to select the prime prospects for referral to Sales or Telemarketing for follow-up.

5. Count the success of your trade show involvement dollar by tracking the
   cost per sale. Qualify each show lead and determine where they are in the sales cycle. Close as many sales as possible. Measure the results post event and record them.

Tips & Warnings

• Choose booth location with an eye to traffic volume.

Resources

• Prosperity Pipeline
• Center for Exhibition Industry Research