3 strategies to optimize your connect at global events

Author: Arun Pillai

You must not underestimate the power of global events in helping you build sales pipelines and also close sales. Read how these three things can help you optimize your events.

You might have an immaculate digital marketing strategy. But face-to-face interaction still has its benefits. You can connect directly with the people you want to reach out to. They could be your existing or prospective customers. They could also be other stakeholders in your value chain.

Even today, almost a fourth of the marketing budget of most corporates is allocated to event marketing. Your events could be of many types. You could have a conference for your business partners or customers. There could be networking events where you incorporate other players of the industry as well. It could be a participation in a trade show where you showcase your upcoming products or services. Or there could be more exclusive events where a select few are invited. Let us look at three strategies you can follow in order to make your events successful.

Set up visible, measurable goals

An event usually involves a substantial budget, several weeks of planning, and the engagement of a large number of employees. That is why you need to be very clear about what the event seeks to achieve. That will help you get buy-in from your executives before the event begins, and showcase your results after the event is over.

Avoid participating in or organizing events just because it seems like the right thing to do. Set up very specific and measurable goals that you seek to achieve. Only then can you plan for the event well and execute it perfectly.

Leverage digital for the pre-event build up

Just because it is a face-to-face event, you can’t afford to ignore the digital side of things in today’s age. You must use all your social media profiles and web and mobile channels to talk about the upcoming event. You should use directed mailers to ensure attendance is maximized.

You can also run contests on social media or through emails to generate interest and drive engagement. Seek the attention of thought leaders in the domain; request them to write blogs on your website. You could also create a new website dedicated to this event. If you are planning on making this event an annual affair, you can use the same website in subsequent years. The digital efforts must be carried on simultaneously with the physical promotion of the event.

Set the agenda right, keep the content relevant

Just because you have got hundreds of people to turn up for your event, it doesn’t mean that you will take advantage of the captive audience and make it a one-way communication. The day must not be filled with your own executives going on and on about how great your company is. Try to decide on a schedule that will be interactive and also useful for the participants. Invite speakers from outside your company who will speak about issues of relevance.