Company exposure is a good thing…right? Drawing attention to your business can be an excellent way of gaining new clients, and attending the right events is equally important. Events are expensive to attend—they cost money, take time, and use your most valuable resources (your employees) to keep them running. Choosing the appropriate setting is a crucial aspect of selecting events. So how do you know which events are right for you? Well, it all starts with knowing your audience.
First, figure out who your target market is. Be realistic. Not everyone on Earth is a suitable customer for you. So who is? You can determine this by creating a “customer profile.” This profile identifies your customer by demographic (such as age, zip code or income). Ask yourself, “Who is my customer?” Psychographics (such as traits, attitudes, interests, or lifestyles) are another important piece of the puzzle. To determine your customer’s psychographic, ask yourself, “What does my customer do?” The best way to determine the demographic and psychographic of potential clients is to look at the ones you already have. What patterns do you see? Why do they buy your product or service? How do they benefit from it? Once you created a customer profile you are well on your way to determining what events are right for you.
Event marketing is no longer limited just to trade shows. Today there are tours, road shows, conventions, seminars, conferences, hospitality events…and much more. So which ones are right for your business? Let’s take a look at some of the most common events:
Trade Show
Audience: Typically one particular industry
Pros: Atendees are interested in the industry you represent.
A wide range of exhibitors and activities under one roof.
Cons: Competitors can take away your potential leads. Requires intensive staffing.
Road show
Audience: Reaches regional audiences
Pros: Appointments are set up prior to the event—this allows your message to be customized for each potential customer.
Cons: Your most well-versed personnel are on the road.
Seminar
Audience: Prospects who are interested learning about your company’s areas of expertise.
Pros: Educating customers while networking.
Cons: Run the risk of your ideas being replicated.
Hospitality Event
Audience: Can be tailored to suit a particular audience
Pros: Great for networking with other industry colleagues. A positive PR tool.
Cons: It can be difficult to sell in a social situation. The services of an event planner are needed.
Conferences
Audience: Targeted representatives who are part of a professional group.
Pros: Great for networking, learning, and meeting customers, with tight control over attendees.
Cons: Exhibit traffic can be irregular.
Finally, to choose the right event for your company you should consider four important points:
1. Logistics—Can you reasonably plan for your attendance at the event?
2. Budget—Can you adequately fund your attendance at the event?
3. Ability—Does your company have the knowledge, skills, and services to stand out at the event?
4. Geography—Is the your company or services relevant to customers in the area? Can you reasonably attend the event?
If you can answer “yes” to all of the above questions, you have found the perfect event for your company!
Leave a Reply