An iPad giveaway doesn’t count as event marketing nor lead generation
rev™ Sales & Marketing Acceleration (retail e-v)
Advertising and Marketing, Event Management, Search Engine Optimization
Hey, Marketing Managers, really sorry BUT a free iPad giveaway at an event, really doesn’t count as event marketing nor lead generation.
Earlier this week I received an email from a company who approached us a few weeks back at an event. At this event, we suggested that there were a few areas of opportunity, and we may be able to value add their events and marketing programs.
We spoke about a few problem areas;
Branding: At this particular event, their stand lacked a consistent brand with ad-hoc signs and different versions of their logo used sporadically across their stand, signage, and collateral.
Signage and Visual tools: Their banners and stand signage were extremely complex and used way too much "marketing jargon" obviously put together by the internal staff who are too close to the business.
Message and sales pitch: After reading their signs twice, you struggled to grasp what it was they do? I chose to speak to one their event staff members who after 3.5 minutes, still could not explain clearly who they were, what problems they solve for companies. This staff member wasn’t sales, marketing or from the business ops, more a software engineer who were not briefed on explaining use-case examples.
Event delegate engagement: In clear view on the stand was the traditional iPad giveaway, with a fish bowl to catch business cards.
The team on the stand were so totally focused on gathering business cards and scanning badges from delegates, numerous people (who could have been potential sales opportunities) walked off as no-one bothered to engage them and show interest in their problems.
The company that sent me the email explained to me how they had been doing the events this way for years, and they always generate a lot of leads. I asked him "how many of these leads has generated you sales and ongoing business". They told me "it takes us a few weeks to follow up all the names, and from that we get a few sales of labels and even the odd machine. Marketing says that the event was successful because of the number of cards we gathered. Personally, I'm starting to question this."
He is correct. Just because you have a bunch of names, doesn’t mean that they are leads. Incorrect event sales and marketing programs can often cause the following challenges;
It takes sales staff weeks to follow up the names gathered from an event. Out of this they were lucky to convert 1-3 of these into a genuine leads (even a small sale).
These ‘bad event leads’ causes distraction from their existing sales pipeline focus means that genuine sales opportunities with proposals were often ignored.
The $ investment in the event wasn’t returning the ROI for sales conversions (or even branding).
Unfocused and confusing stand messages resulted in staff spending most of their time educating people on what they do and entering people into a prize draw (knowing from the outset that they were tyre-kickers)
The lack of pre-event marketing and PR meant that delegates either had not heard of their company or if they did, didn’t know that they were exhibiting at the event – a cold welcome.
All of this is a very common story that we hear at retail e-v. It's not just about planning your exhibition, it's also about how you wrap an event into an integrated marketing and sales program that promotes pre and post event activities not just what happens on the day.
Stop the generic programs you’ve been doing year after year. Remove the bad leads, noise, and wasted budget. Let our team help you with a rev™ Sales & Marketing Engagement Program that replaces the noise with quality sales opportunities.
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