For B2B events, we at Validar have the pleasure and honor of working with some of the smartest event marketers in the world. The content, energy, excitement and value is tremendous for every attendee. This is true for both tradeshow exhibitors and corporate event producers. How do companies gauge their performance though with regards to creating renewed interest from attendees in their products and services? Here is a simple tip…..ask!
When to offer an opt-in and opt-out.
I’ve sat through many presentations at events globally and more often than not leave that session with a set of questions, thoughts and perceptions that remain unanswered. I’ve also been the speaker at events with the presentation purpose being education and generating interest in Validar products and services.
If you’re producing an event with the primary purpose of generating interest in products and services it’s a great idea to allow audience members to “OPT-IN” while that session is in dialog. Simply ask through deployment of effective an easy to use technology, “Are you interested in learning more or continuing this conversation?” These “hand raisers” are of tremendous value to your company and this interest should be captured and measured as opportunities and revenue impact within your lead management foundation (marketing automation and CRM).
We often see amazing marketing efforts at tradeshows specific to creating traffic and energy within an exhibit. Programs that offer magic shows, signed guitars by rock stars, car giveaways, and the always reliable squishy ball. These exhibit visitors (leads) can be of great value to an organization if they have the means to effectively incubate and nurture these names. Every show that I attend I always walk the show floor and sacrifice a scan to capture a trinket.
If you’re offering an incentive like this to drive traffic to your exhibit, it’s a great idea to allow booth visitors to “OPT-OUT” if they are only interested in the trinket. Simply ask the questions through the deployment of effective and easy to use technology “How would you prefer we follow-up with you?” and include in your response choices “No need for follow-up” or “prize only please”. This is an excellent and easy way to begin separating your good leads from your bad leads. These trinkets seekers can still be of value to you provided you have the means and content to incubate.
We do know of a great company that offers effective and easy to use technology to assist in these scenariosJ Call if you want to learn more and don’t hesitate to share your ideas as well.