Between trade shows, consumer shows, exhibitions, festivals and fairs, the list of events in the U.S. is massive – tens of thousands! With such a large number and variety of events, it can be difficult to determine the best events for your brand’s event marketing program. To make it easier, USA Expo has created a guide to help you figure it out. Whether B2B or B2C, these steps will lead you through the process.
Independent of b2b marketing or b2c marketing, creating an event marketing strategy to maximize your investment, customer experience and desired outcomes all require a specific road map and proper internal alignment. Here are a few tips from our past experience in both consumer and trade shows.
When determining your KPIs for an event, program or sales/marketing initiative, each tactic requires its own metrics. Metrics are key in order for us to evaluate how we can grow, determine if you are in the right event(s), track the success of your activation program, assess staffing issues and several other key factors that will ultimately enable you to achieve (or prevent you from reaching) your company goals.
While an event is underway, what are the questions or concerns that will keep you up at night? Questions such as:
- Did my staff on-site hit their daily sales or lead goal?
- How many people walked into the booth but didn’t convert?
- Are we obtaining the impressions we need today in order to hit our total CPM allocation in the sponsorship (which cost us way more than we had hoped)?
All great late night questions, and if your KPIs don't overlap with some of these concerns, it’s time to re-evaluate or establish new KPIs that are specific to each campaign. By following a few simple tips, you should be able to turn those questions into clearly defined KPIs and understand the best way to use them.