How to Strategize for the Future of In-Person Events
It’s no secret that the pandemic has turned the world of live events on its head (and then on its back, then on its head again.) But does that mean exhibiting is dead? Not necessarily. Live events are still a fruitful tactic for organizations looking to meet their business goals. When approached strategically, they generate leads, forge business relationships, exchange knowledge and chart a course to the future.
As an organization that has relied on exhibiting in the past, how do we move forward when the old rules don’t apply?
1. Focus on quality
Overall, confidence in live events is up to 75%1. Meaning, attendees feel more and more comfortable getting back on the show floor. However, expecting the same show density as pre-pandemic times might lead to disappointment. Instead, focus your trade show efforts on driving quality leads by asking the right questions to identify whether they’re a good fit for your solution. By redirecting the time you would have previously spent sifting through an exuberant number of leads to qualifying leads, you can increase your ROI.
In addition to using this time to qualify your leads, you can rest assured that those who are attending trade shows are there to do business. With limited opportunity to demo product in person over the last few years, more deals are being made on the show floor than ever before.
2. Do your homework
Many trade shows and live events have turned to digital event technology or partners in promotion programs to enhance the exhibitor experience. Use this to your advantage! Some digital platforms even allow for pre-show messaging and scheduled meet-ups, making the time you spend on-site even easier. By making the most of your pre-show marketing time, you’ll make the most of your during-show marketing dollar.
3. Get creative
Because it takes more excitement to get attendees out of their house and on the show floor, they expect a quality experience. This is your opportunity to shine and make sure your company stands out. Explore ways to drive traffic to your booth through gamification, giveaways or even the age-old happy hour — whatever you choose should add to the energy and engagement of the event.
4. Follow up
The thrill of returning to a live event isn’t over when you walk off the show floor on the last day; what happens after the show is just as vital as pre-show planning. Cultivating a connection relies on continued communication which means thinking outside the box when following up. It may be as simple as a creative email or as elaborate as a gift package to the leads you now know to be high spenders.
New Freeman research shows an accelerated return to in-person events. Freeman. (2021, November 23). Retrieved January 4, 2022, from https://www.freeman.com/about/press/new-freeman-research-shows-an-accelerated-return-to-in-person-events/
