If you play your cards right, at the end of the B2B event, you will walk out with many calendars and business cards having sealed very promising meetings. If you get it wrong, you will end up with a lot of explaining over why a lot has been invested yet the returns are dismal.
How to succeed at B2B events and get returns on Investment
Face the challenging space
Most B2b marketers are confronted with the huge challenge of low returns on investment. Anyone who has had the opportunity to attend conferences and trade shows back in the day has been starstruck by the huge investment companies make to bring in customers to their stands. The biggest brands are known for spending worth 6 or 7 digit sums. For you to gain the full understanding of B2B marketing, you must have attended, exhibited or even sponsored some of the events. Only through experience can you understand the secrets of getting an ROI.
Exhibition stands and other tool brands are recommended when attracting visitors. They encourage visitors to engage with suitable representatives. For instance, some vehicle companies give away detailed car models or leather bags in a trivia quiz. Alternatively, tech giants run virtual reality gaming competitions.
Deal with budget constraints
If all this sounds too capital intensive, there is another way. There are simple ways to do this, for instance, giving away free water bottles, providing a place to sit and free phone charging. Always go out of your way to encourage visitors by creating a buzz where you stand. This leaves you with positive feelings your brand and kick-starts a new conversation.
Give a lasting impression
Events are much more than the hard sell aspect. To succeed, the experience should be memorable that your customers can later recall. Customers may not be willing to buy from you immediately so make sure they think about you when the right moment arrives.
Present your team
The trade shows are also a perfect opportunity to show off your special team and demonstrate your leadership capabilities by taking to the stage. Almost all events, whatever the industry, provides speaking opportunities. This might be a presentation to a large audience or a workshop session in front of a small audience.
There are several advantages in securing this coveted slots. For one, you will be standing in front of an engaged audience who are eager to listen to you. An entertaining presentation generates positive feelings and leaves behind name recognition for the brand and its presenter. If the performance was spectacular, it might spread past the people in the room as it gets shared on social media sites and blogs.
Choose your events wisely
Marketers can come up with ten to twenty events per year, but they operate on limited budgets and time constraints forcing them to settle for three to four events. They have to research the quality of those who will attend and pick the right events that meet their budgets.
The ultimate aim of any trade show is to leave a favorable impression of your brand that they can remember. Companies with limited budgets invest more in creativity and innovation so as to draw visitors to their stands. For instance, we can learn a lot from the lead capture app for trade shows.