10 Beer Budget Event Marketing Tips
Are you planning an event or participating in a trade show any time soon? If so, consider the following 10 low-cost marketing tactics before mailing your payment. Event Marketing Tactic #1 -- Is the purchase decision-maker attending the event? Are you certain? Let's say you sell gifts that help increase employee moral and you're considering exhibiting at the National Association of Human Resources annual conference. Is your decision-maker attending? Who attends this event -- HR directors, managers or VPs? Perhaps all, or a small percentage of all three attend. If your decision-maker is a human resources director, then you'll want to make sure the event management company can provide you statistics supporting what percentage of the participants have director-level titles. You need to drill down to your target audience. It's not good enough to say that it's a human resources related event; rather, is the job title you're targeting attending? And if so, what percentage of the attendees hold this title? I recommend at least 50-60% before spending any money. Event Marketing Tactic #2 -- What value-added benefits is the venue [trade show organizer] making available to your business? Will they allow you access to the attendee mailing list so you can implement a premailing promoting your one-day trade show special, as well as the location of your booth? Well organized events, at minimum, provide a list of attendees after the event so exhibitors can follow up. More organized events provide participant contact information BEFORE the event as well as after. Other value-added benefits to inquire about include: being included in participant email distributions promoting the event, as well as an advertisement in the event show guide. Event Marketing Tactic #3 -- Target your event qualifying questions around the "who?," instead of the "how many?." Event Marketing Tactic #4 -- Giveaways should be relevant to your business. Don't give something away for free just for the heck of it. Who cares if you collect 10,000 names because you ran a really cool promotion giving away a free 48" TV. If you're a personal chef, what does a TV have to do with your business? Nothing! [Unless you're Emeril.] Therefore, you've just collected 10,000 NON-qualified leads. Instead, as a personal chef you could try, "Sign up to receive our special report, "How to Live Like the Rich; Tips to Hire an Affordable Personal Chef." One can assume the majority of business cards deposited in your fish bowl have an interest in personal chefs. Event Marketing Tactic #5 -- Location, location, location. If prospects can't see you, then you're wasting your time. Don't be fooled into purchasing a cheap booth at a last-minute special, such as "One booth remaining at 50% off." Chances are no one will be visiting you, since your booth will be tucked away hidden from all eyes. The most ideal locations are found at the entryway to the event and near the pathway to the food stations and restrooms. Corner booths between major walk-throughs are ideal. Event Marketing Tactic #6 -- Some of your most qualified event leads come from networking with other exhibitors. Therefore, secure the exhibitors' list several days before your event. At minimum, you want to know what competitors will be there so you can mystery shop. What's more, you want a plan outlining what exhibitors you intend to approach to either pitch your services, or secure an informal partnership. Prepare your plan and your sales-spin before the big day! Event Marketing Tactic #7 -- Would you like to participate in more events but don't have the budget? Try approaching complementary exhibitors and ask if they'd be interested in sharing booth space with you. Split the costs. Moreover, you can cover for each other when you need a break. Or, look around for hidden advertising money. If you're a distributor, perhaps you've accrued MDF funds [Market Development Funds] a.k.a. advertising coop money, unbeknownst to you. Many companies will allow resellers to spend MDF funds to pay for event booth fees. Event Marketing Tactic #8 -- Save yourself a lot of time and only approach event passersby who make eye contact. People who don't look at you or your booth are not looking for a reason. Remember, you can only speak to so many people at an event, therefore utilize your precious time wisely. Target those who make eye contact. Event Marketing Tactic #9 -- Make sure you're allowed to display signs, posters, banners, etc. Treat your signs as miniature billboards. No more than six words and make sure it can be read from at least 10' away. Event Marketing Tactic #10 -- Don't pay full price. Remember, almost everything in life is negotiable, including booth fees. Always ask for a price reduction; you'll be pleasantly surprised. Printed advertising and/or booth fees are just a starting point for negotiations. P.S.....Stand up, don't chew gum and try not to talk too much to the other people working your booth. The latter makes you appear unapproachable. Finally, your attire should be slightly better than what you believe attendees will be wearing. For example, if you're attending an event whereby most of the attendees are engineers, don't wear a three-piece suit! About The Author Sharron Senter is a New England-based marketing consultant, speaker, writer and founder of Senter & Associates, a marketing communications firm that helps small and home-based businesses deploy low-cost online and offline marketing strategies. She's well known for her free weekly emailed marketing tips found at http://www.sharronsenter.com
Related News
|
 |
|
|
RELATED ARTICLES
Every Days a Holiday!
You probably know that February 2nd is Groundhog Day. But did you know that it is also Kiwi Fruit Day, Laugh and Grow Rich Day, and Bonza Bottler Day(tm)? Each of these holidays was created by someone who wanted to commemorate or promote something. FYI-Bonza Bottler Day occurs each month when the number of the month is the same as the number of the day (e.g., March 3, April 4, etc.) and it is heralded as "an excuse to have a party at least once a month."
Costly Web Copy Pitfalls
One secret to a site that sells: Look at your site from your customer's perspective. Another secret: Watch out for these common web copy pitfalls.
Low-Cost Marketing With Postcards
Here's a simple way you can generate lots of sales leads ...or traffic to your web site. Use postcards. They're highly effective and very low-cost. Plus, postcards provide the following 6 unique advantages over most other types of advertising.
Importance of Endorsements And How To Use Them
Customer endorsements are an inexpensive and easy sales tool, particularly for someone just starting out.
Sales Resistance on the Rise
Have you noticed it? More and more marketing campaigns are going over the top. They're trying bolder, more in-your-face tactics. And consumers DON'T like it.
Website Marketing: 10 Uncommon Bonuses That Will Help Make Your Product Hotly In Demand
Giving away free bonuses is an important website
marketing secret that can ignite your sales.
Terrific Titles, Happenin Headlines
You've probably heard the slogan, "You never get a second chance
to make a first impression." It may be a sales pitch, but in the
world of advertising and promotion, it's right on the nose.
Overview on Qualitative Data Collection Techniques in International Marketing Research
This article is meant to be a brief review and reminder of some valuable yet often bypassed techniques to collect data on international markets and consumers.
Spike TV - Know Your Audience
What do Klingons, giant rubber bands, and monster trucks all have in common? They hold the fascination of every male on the planet - and they make frequent appearances on Spike TV. Spike TV, which totes itself as a network for men, is the perfect example of the power of knowing your audience and giving them what they want.
To All Internet Marketers - How To Get My Business?
More and more people are realizing that the Internet offers great potential to set up a healthy business for pennies on the dollar. This is good news for internet marketers - but it also means that they need to lift their game.
Promotional Mugs: Become a Part of the Legendary Coffee Experience
When you want someone to like you, associate yourself with something that they love. Take coffee for instance. How much of America, or the world for that matter, would still be asleep if it weren't for this dark, smoky beverage?
Winning At Business With Your Marketing Game Plan
Stuart from Colorado had talked to a number of marketing firms and gotten estimates for designing and printing his marketing materials and building a web site for his business producing promotional cds. One firm quoted $100,000 to build his web site alone. He sensed something was missing or wrong, but couldn't put his finger on it, so he called me.
Metaphysical Marketing
The foundation of success is in your mind. You do not need to struggle, seek and strive to build your business. You can use mental and spiritual laws to create and attract all the elements that insure success. Wouldn't you love to set your business on "automatic pilot" and enjoy the ride?
Another Commercial? Dont Touch That Dial! Watch & Learn
When commercials come on the television do you get up and head for the kitchen to get a snack? Do you tune out the radio when commercials start? Do you skip over advertisements in newspapers and magazines?
10 Elements Every Direct Mail Piece Should Have
Don't want your direct mail to end up in the trash with the rest of the unread mail? Studies show an effective direct mail campaign should draw a .5 to 1 percent response. These 10 tips will help you get the results you want:
Two Methods of Marketing Using Joint Ventures
Whether you're a contractor a local merchant with 150
employees, whichever, however or whatever, you've got
to know how to keep your business alive during rough
economic times. Anytime the cash flow in a business,
large or small, starts to tighten up, the money management
of that business has to be run as a "tight ship."
Marketing Planning Made Simple - Another Small Business Power Tool
Marketing planning must be really difficult and complex, otherwise why would there be so many books written on the subject ? right?
Principles of Marketing 101
Marketing results should be measured in only one way ? increased sales. Marketing should not be considered an art form. Its mere existence is not enough. Marketing is the first step to the sale. There are seven underlying principles upon which to base your marketing strategy and efforts. Follow them and your business will be a raving success. Violate them and you will fail as so many small businesses do.
Slogans: Creating and Using Them In Life, Career and Business
Information is coming at us from all directions nowadays. This pace requires us to demand that we receive it fast and predigested in order to inch ahead of the game. This also requires a new filing system method for storing the bites and bytes.
Private Practice Marketing: 3 More Secrets I Wish I Knew When I First Started Out
Secret #4 - Get very comfortable asking for payment
|
