How sponsors and exhibitors can maximize their exposure after the conference is over.
By Alex Yewdell
While the conference itself might feel like the most crucial part of exhibiting, what you do before and after the event often dictates how successful the show will be for your brand. When prepping for a conference, your company’s ability to identify and understand the average attendee is essential. The more you know about their interests, needs and struggles, the more effective you can be at selling your products and services. The first step is getting an idea of who your audience is prior to conference. You then have a chance to confirm and adjust your understanding when you meet with people face-to-face onsite. But what you do after the conference is over is often the clincher.
Here are our tips to maximize conference exposure long after you’ve packed up your booth and headed home.
1. Market AFTER conference.
Campaigns that introduce who you are, what you do and what makes you different are crucial before the start of a conference. You can keep that momentum going by delivering targeted messages after the conference has concluded. These campaign are the most likely to solidify new contacts that translate into sales.
2. Take advantage of Lead Capture services.
Lead capturing is worth the initial investment. Companies that utilize these services receive high quality information about potential customers. Cut down on unproductive time by using pre-qualified leads with essential contact information!
3. Send thank you notes.
Snail mail is not dead if you’re smart about it! Sending a short and sweet message to attendees through a tangible mail piece creates a lasting positive impression of your company and can increase brand recognition within your industry. Not everyone is utilizing this channel these days, so it’s one more way to stand out and indicate how much you care about building a new relationship.
4. Establish yourself as a thought leader.
Plan and promote a webinar that takes place in the weeks following the conference. Identify an area of need for your customers and provide an informative session that is NOT a direct sales pitch. When you are onsite, promote this webinar through email marketing as well as conversations and encourage email sign-ups in person.
5. Provide USEFUL attendee swag.
What will your audience actually use? If you know the majority of attendees are fit and active, provide a branded phone sleeve for running and working out. In many states you now have to pay for grocery bags if they are not banned completely, try providing a branded reusable grocery bag. Get creative and provide something attendees will actually hold onto after they have left the conference – every time they use it, they’ll likely think about your brand.