Event Marketing that Drives ROI

Popcorn W-squared marketingSpring is finally here, and that means plenty of trade shows, expos and events over the next 3 months. Event marketing is currently the top tactic for business-to-business marketing. And it should be! When done right, events can be an effective tool for marketing, engagement and networking that provide great ROI (return on investment). The trick is to keep events creative and fresh for an audience that is inundated during this time of year. Here are a few tried and true tips for successful events beyond the traditional marketing tactics:

  1. Understand how the brain works – If you are incorporating a speech or presentation, keep it short. The brain can focus for roughly 7-10 minutes on a presentation, and then it needs a break. Incorporate a song, a video, something interactive to allow the brain to take a break, and then move on. This allows your message to sink in and resonate better – not go in one ear and out the other.
  2. Make a positive memory – Make sure people don’t have a lasting negative memory from your event. For instance, when people leave the event, you don’t want them standing in a long line waiting for their car, because that is what they will remember the most about the event – not the amazing time they had there. Take care of the small engaging details regarding the venue logistics, arrival, departure, and décor to make sure it doesn’t get in the way of positive recall of the main event.
  3. Keep it cool – Literally, keep the temperature cool in the room. Warm temperatures make the event feel like it’s going slow and will put your attendees to sleep. Keeping the room or area cool and having drinks on hand with ice will keep the audience energized.
  4. Keep it new – You may be working with a limited budget for multiple events, but that doesn’t mean the repeat event can’t be revitalized. For example, instead of repeating a ribbon cutting, use balloon drops, a confetti cannon or an entertaining video at the venue. For luncheons and award galas, arrange the seating and stage areas differently from one event to the next. Try adding music before or during the event, and/or place signage and marketing materials at different areas each time. These tactics will surprise the audience and keep the energy level high.
  5. Encourage interaction – Present opportunities for lively interaction between attendees and multiple employees/sales reps. Instead of having guests immediately sit at tables, create a space for pre- or post-event networking for everyone. Instead of a standard booth area with a table for one-on-one conversation, have an interactive game or contest for multiple people to play at once, or create a space with snacks or marketing materials that encourage crowds to gather.

The key is to not get stuck in a routine. If you evaluate and assess each event individually and keep things active, success and ROI will come. Fresh and energized events lead to positive memories!