Event Marketing

Traditionally, people assume that trade shows are of poor reputation with endless booths which are filled with folding tables, inexpensive swag, unpleasant promotions, and desperate salesmen. But if we talk about the current trade shows, they are of showy businesses where companies invest significant resources to amaze attendees. Trade shows are all about conducting business, despite the excitement. The main motive of the exhibitors exhibiting the trade shows is to generate large sales leads, close big deals, and directly interact with the people in their industry. But for a successful trade show, you have to deal with the 3 stages of trade show marketing life:

Exhibitor marketing

The first stage is exhibitor marketing where you can use strategies or other effective ways to attract more audience. You can use the following tactics for a successful trade show that can also help you in the growth and development.

• Event tickets – The entry to your trade show is possible only with the event tickets. Sell your tickets using online platforms like O2OEvents platforms. Distributing the tickets can help in reaching the attendees who are more likely to be interested in your trade shows. Make the people aware of the location and date of the trade shows through these tickets. It is one of the effective ways to reach more audiences.
• Real-time translation – By using O2OEvents platforms for your trade show, you can interact with a large number of audiences as it is possible to use hundreds of different languages. This platform is an effective way to catch the interest of the attendees as people usually are more comfortable when you interact with them in their preferred language. You can take it as an effective way to share the information regarding your trade show.
• Custom Exhibitor Packages – As an exhibitor, you have the ability to choose your package according to your requirements that suits your trade show marketing. You get various branding features, different advertising features, and some O2OEvents platform features.

Visitor and exhibitor marketing

The visitors and exhibitors both can gain something from this tradeshow. The tradeshow is not only the marketing place for the exhibitors but visitors also play a major role.

• Schedule meetings – Through this hosting of the trade shows, the visitors and exhibitors can request the preferred attendees for the meetings by using their profiles and can schedule the date and time of their meeting which is beneficial for their business growth.
• E-mails – To improve the interest of the attendees in the trade shows, as an exhibitor you can send emails for the event hosting, reminder, etc. Track the attendees that will be more interested in your trade shows and drop an email in their inbox. The visitors will also get timely notifications about the event and its plans.
• Online marketplace – Exhibitors can display their products to the visitors. Using online platforms, visitors get the opportunity to visit the trade shows which are attuned to their desires. As an exhibitor, you can gain a huge number of leads and attendees for your exhibitions. And visitors can gain an opportunity to build strong relations with the other attendees.

Visitor only

Tradeshow marketing is effective when visitors are involved. The trade show is hosted for the visitors only, if there are non-interested visitors, then it will only result in loss.

• Stay connected – During the exhibitions, the visitors can give or receive emails or other links to stay connected with the exhibitors. These connections can result in long-lasting relations, as it is an effective way to plan future deals for the efficient growth of the business.
• Direct communication – It is possible for the visitors to directly communicate with the exhibitors in their preferred language if they do not understand the language used in the disseminated information regarding the trade shows.
• Get event updates – It is now possible to get the information regarding the events such as at which place they are going to be hosted, on which date they are happening, what is the trade show all about, and other related information.

Trade show marketing could be more effective when you use O2OEvents platform for your marketing purposes as it is easy to target and interact with a large number of interested audience with the help of this platform.

Event marketing refers to the efforts or the activities to promote the event. The main objective of event marketing is to create demand for your events, which is possible only with promotion and marketing. The first priority should be discovering and satisfying customer needs.

No doubt AI is the current hot topic in the creation of the event since experts of the event industry are trying to predict what will be its influence on customer’s habits, advertisements, promotion, event marketing, etc.

Artificial Intelligence:

AI (Artificial Intelligence) makes it possible for machines or computers to learn, adjust to new inputs, and perform tasks like humans. AI is not a product to be sold, but it adds some features to the existing product. For example, Siri has been added in the current Apple products. AI is one of the strategies used in event marketing for marketing purposes.

The following features of AI have changed event marketing in the following ways:

• Searching – Traditionally we use the keywords to search for a particular area. Now with the AI changes, it will be easier to search for the content as the machines have the ability to understand the natural language spoken by the people. Now the customers will only search for a particular location or product and the search results are shown accurately.
• Social Media Platforms – One of the interesting features of AI is that when you post something on social media, it is not necessary that everyone would be interested in your post or data. AI makes sure that the post will be provided to the one who is interested.
• Advertisements – AI provides the ads to the people who are interested by calculating their performance and searches on the internet. AI also eliminates fraudulent ads which may be irrelevant for the websites.

Big Data:

In today’s era, Big Data is also changing event marketing. It interprets and analyses the customer’s behavior and accordingly targets the event market. The big data will help in changing the event market because of the following reasons:

• Target audience – When on the social platforms, if the users are discussing the particular product or searching for a particular product, big data make sure to pop the ads at that time.
• Market trends – It will be easy to know about the current market trends with big data. Not only the current trends but big data keeps the information about the trends from all perspective.
• Company performance – Your company’s performance can be known to form the data and information collected by big data. It also analyses your product response or popularity in the event market so that you can make the strategies accordingly.
• Risk Minimization – It will become easy for you to know about your competitor’s strategies and about your customers’ expectations which will help you minimise the risks that you will face in the future.
• Online performance – The online performance of the brands can be known with the big data analytics which will help you in improving your brand according to the customer needs.

Online to Offline

Event marketing will be more effective when we use it with online and offline strategies. Here are some of the strategies that would enhance the entertainment of your event:

• Make your offline event more creative with social media – While hosting an event you can use photographs posted on social media to make it more memorable for you as well as for your guests.
• It will be easy to remember the events – You can schedule the events, so that it will be easy for you to remember the date, venue, etc. Also if you want to send an invitation to your own event, it will be more convenient for you.
• Provide digital information on your cards – Make sure to provide digital information of your business cards including e-mail, address, etc. It will help you in building online to offline relation.

O2OEvents is a global platform powered by Digital Media Solutions Au Pty Ltd based in Melbourne Australia. It provides you the perfect solution to the event website for event marketing which helps in arranging everything in order including the expenses and management of the event.

It takes half the effort, time and money; you would spend in planning and executing B2B match events. You do not need to waste your valuable time scheduling B2B meetings among your attendees. With the B2B smart matchmaking promotion strategies, it will be easy for you to effortlessly design the network framework to decide how people will interact with each other. All you have to do is get away after setting the matchmaking parameters.

Calculate the ROI of B2B matchmaking events and conclude the clear vision regarding what strategies you can use to maximise your ROI for the next event:

Know about your metrics of success

Every B2B matchmaking organiser has their own reasons for why they are running this type of dynamic. Some of them may want to attract investors; others may want to take measures for the growth and development of the industry. So it is important to access what your goals are and define the results that you want to achieve for making the strategies to maximise the ROI of B2B matchmaking events.

The things you need to do are to find how many investors you want to attract and how many business partnerships you want to generate through these B2B meetings. This will help you to go further with your plans.

Calculate the meetings

To maximise ROI of B2B matchmaking events it is important to evaluate the number of meetings that your attendees have schedules using a powerful B2B matchmaking platform. It will help you to understand multiple other aspects.

It will result in determining if the vetting system had helped you to select good networking material mean the valuable attendees who can add professional value to each other. This evaluation will also indicate if you have managed to match the offer with demand successfully. It is important to match the real offer and demand.

Create a strategy for social meetings

Don’t forget to measure the comments, posts, and mentions of those who have attended the B2B network while calculating the ROI of B2B marketing events. Repeat this process for two times that is during and after the event. This will help you to understand your attendee’s satisfaction in a better way and accordingly, strategies can be made to maximise ROI for the next event.

Start a Post-event survey and know about the attendee’s reviews

It is important to know about the attendee’s reviews to know about the results they achieved after attending the B2B matchmaking events. You need to ask the questions regarding if they find any investor with whom they are going to collaborate, if they have signed any contract with someone they have interacted during the networking or if they will be able to find the business sponsors.

Measure the sales

If you have invited the buyers in your events then calculate the total number of sales that are made by your attendees while interacting with them. This will help to collect the data for evaluating the difference between the amount you have spent on hosting these professional buyers and the value they have added to your attendees.

To obtain a higher ROI in B2B pairing systems, it is important to adapt the network parameters according to your objectives. That is why while making strategies for higher ROI of B2B match marketing events; you should remember your expected results. Moreover, when you will be clear about your planning and events, it becomes easy to make adjustments and improvements better for your next events. Plan your next matchmaking events with O2OEvents for a better ROI. We provide the perfect solutions for smart matchmaking.

Events are one of powerful part of your marketing programs. We can say that they are the easiest way to get into new manes or a platform to show the brand to your target audience. Most of the companies host an event on the places far away from their companies to attract more audience. When you talk about hosting the events using social media, it would be the most effective way to attract the customer’s attention towards your event. It will be more amplified when it is paired with other channels such as E-mails, SMS, chat apps, etc.

Within multi-channel campaigns, email/SMS automation plays an important role in communication channels and in bidding channels. According to the survey, it has been noticed that multiple channels for event marketing yield higher revenue, better campaign performance, and higher customer retention rates.

Uses of email/SMS in multi-channel event marketing:

• Inviting people to live events.
• Sending alerts regarding upcoming events.
• Sending personalised emails in response to social activities.
• Sending alerts regarding the venues of event hosting.
• Linking videos posted on the web.

You can utilise the multi-channels for event marketing in the following ways:

• Create awareness through messaging – Once you are done with the objective, the next thing you should focus on is to make the people aware of the event hosting. There will no other effective way than using social media as people are more effective on these platforms only and it will cover a large area. Send emails or SMS to the business partners to make your event more effective.
• Go live using social platforms – Go live on social platforms where it is easy to target the audience. Instead of reading posts on social platforms, people prefer to see videos or images to understand the content. Going live is an effective way among all to gain the customer’s trust. Give details about your event and explain to them how it would be useful for them. Answer the queries of the attendees, when they ask you questions while you are live. It can gain the interest of the people towards your event.
• Create a welcome page – When you promote your event in multiple locations, you want to keep all the information in an order where you can drive all your traffic. Create a welcome page of the event on your website. It will help you to arrange the data in a centralised location.
• Provide the registration options – Make sure that your website or social account should contain the registration option where the registration can be made for the event. Provide them with the multiple options to make the registration easier and to make it more convenient to reach you.
• Mobile Friendly websites – People prefer to use mobile phones more than other technology. Make sure to make your website mobile friendly. Provide the links of your websites along with the emails when you send SMS to the customers. Also, create a link in the posts or videos shared on social media for the awareness of the customers regarding the event. Creating the website links mobile friendly would not create an issue while the customers open it on their phones.

The usage of multi-channels for event marketing is a great way to make the people aware regarding the event hosting as mostly everyone uses mobile phones. So, it is an effective idea if you would share the event details through emails or SMS. O2OEvent would provide you a more efficient solution if you would prefer to choose for help. We will provide you with effective solutions for making the people aware.

These days, a rapidly rising aspect of digital marketing is remarketing. By optimizing your campaigns for target audiences, which are the individuals who have visited your website previously, remarketing lets you improve your ROI. Generally, remarketing deals with trying to get those customers who have not completed the desired action on the website such as a purchase, a registration etc.

How Remarketing Works:

Remarketing can help you increase your brand awareness or remind the audiences to make a purchase. It gives you the benefit to bring back the visitors who left your website without making the intended action. There are several benefits of remarketing for businesses such as rapid reach/timely targeting, focused advertising, large-scale reach and many more.

Let’s have a look at some main benefits of remarketing:

• Higher Conversion Rates
• Better Return on Investment (ROI)
• Specific Targeting

For sales and conversion purposes, remarketing is particularly an easy and perfect way. This method functions by assembling a cookie on the visitor’s browser as he or she visits your website. The cookies are then recognised and added to the remarketing list with different measures which also make sure maximum relevance to create the highest level of impact like conversions and sales. There are basically two types of remarketing which includes list based remarketing or device made mobile remarketing. Here, you can create a remarketing list to identify which audience to target for your remarketing campaign.

Before You Remarket:

Actually, every visitor who visits your website is not the same type of person. Some of them are interested in attending, some are interested in exhibiting and some may be interested in your publication. So, you should not treat all the visitors same, instead, you should make lists of different visitors uniquely. You need to create the following lists before you remarket such as:

• Create Remarketing Lists
• Facebook Remarketing Lists
• Add Your Email List
• Set Programmatic Remarketing Lists
• Device Id Based List Set Up

Remarketing To Get Pre-Registrations:

The main benefit of remarketing is you can get pre-registrations for your event. In remarketing, you can target the visitor of your website. You have can send notification messages to the target people to get pre-registrations. Here, you need to perform the following steps:

• Target Based on Users Frequency of Visit The Site
• Strong Content Strategy
• Be Personalised As Much As You Can in Messaging

Remarketing For Pre-Registered Visitors:

When you are doing remarketing for the pre-registered visitors then do the following steps. These steps will be more effective for the for exhibition visitor marketing.

• Build A Separate List of Registered Visitors
• Set Frequency of Reach
• Content Strategy To Increase Conversion

Conclusion:

Remarketing is one of the most excellent digital marketing tools for exhibition visitor marketing and promoting your event. You must use a mix of media and tools, but always keep in mind that remarketing gives you opportunities to convert your exhibition page visitors to exhibitions registrations. For advance remarketing such geo-location based retargeting, device based retargeting you should make use of big data and here at O2O events, we provide solutions for your all event digital marketing needs. Contact us today & let us increase your event conversion rates with our O2O marketing cloud products!

Visit us today to find out how O2O Events can benefit your event!

The world is narrowing constantly and having access to the internet, including via smartphones, implies borders are never again a hindrance. You would now be able to get to consumers around the globe in a similar way you do in your nearby market, giving you the potential for exponential development.

An effectual digital presence allows you to recognise potential customers, comprehend their requirements and practices and set up a method for overseeing traffic, either to develop brand awareness, encourage customer research into your products or services or bring new leads and consumers.

With the advancement in technology, now exhibitors have the opportunity to exhibit their products to the visitors at the online marketplace. Even before the exhibition, exhibitors can gain additional visitor engagement & leads with cross border exhibition exhibitor marketing.

Let’s have a look at some steps that you need to take for cross border exhibition exhibitor marketing:

Use of Omnichannel to Reach Potential Exhibitors

It’s not a straightforward task gaining access to data on potential attendees, exhibitors, and speakers, however, if you utilise Omnichannel then it will become a little bit simple. Omnichannel is a customer-centered multichannel approach to sales that looks to offer customers with a flawless shopping experience when they are shopping online. Omnichannel marketing unites campaigns and messaging across channels to deliver an absolute, consistent customer experience. Utilization of Omnichannel is the best way for marketers, who want to reach potential exhibitors.

Use of Advanced Programmatic Targeting

For cross border exhibition exhibitor marketing use of advanced programmatic targeting is must for marketers. At present, Programmatic technology is rising as the facilitator, letting brands to contact highly targeted audiences at scale and in real time, for the best possible efficiency and ROI (return on investment). It is an element of digital media and must be well thought-out important to the complete marketing mix, vital to every digital marketing strategy. Advanced programmatic targeting allows the marketer to reach the target audience anywhere in the world. This technique is supposed to deliver far more precision and personalization of messaging and media, bringing additional proficiently targeted campaigns. If you are organizing an international event, advanced programmatic targeting can help you in many ways.

Benefits of Advanced Programmatic technology:

• Advanced programmatic technology can help marketers reach the correct prospects.
• With the advanced programmatic technology, marketers can maintain the quality & quantity of their events whether it’s online or offline.
• With advanced programmatic technology, marketers can use different content for best use. It will show content on the different platforms to attract more audience.
• Advanced programmatic technology helps you sell the audience as per your requirement with global payment options.
• Advanced programmatic technology track conversions closely whether the customer is in the city or out of the country.

In the last few years, advanced programmatic marketing technology has developed leaps and bounds and for the cross border exhibition exhibitor marketing, it’s very significant to make use of this technology. On the other hand, if you unleash the whole potential of advanced programmatic technology for cross border exhibition exhibitor marketing it can yield the most favorable outcomes to the marketers.

Conclusion:

Here at O2O Events, we help exhibitors and event managers to be successful internationally by offering easy solutions for cross border exhibition exhibitor marketing. Just look at the awesome features that we offer at O2O Events and let our O2O solution wow your exhibitors as well as connect with potential buyers and have their products/services hosted online enabling instant interaction. There is no other source quite like this one, devoted to accelerating your event growth on a global basis. Contact us to get started today!

Nowadays, the key behind several successful businesses is a successful marketing campaign. A well-planned and organised course of procedures crafted to attain a marketing objective of the business is known as the marketing campaign. The main objective of a marketing campaign is increasing sales and this is only possible if you are able to successfully attract enough visitors to your event in a competitive environment.

Here are some steps you need to take for a successful visitor promotion campaign:

• Plan Your Marketing Campaign:

If you want a successful visitor promotion campaign, then you first need to plan your marketing campaign. The main purpose of a marketing campaign plan is to find out relevant, integrated, marketing actions and channels to attain campaign goals as well as influence audience.

You need to perform the following steps:

• Set clear, realistic goals which you can be confident of hitting
  • Identify visitors, visitor geographical areas and visitor profiles
• Choose the best strategy to achieve these goals against your competition
• Adequate details of the plans and actions required to translate the strategy into action
• A technique to ensure you are on right track with your plans

• Define The Value Proposition:

A positioning statement that defines what benefit you offer for who and how you do it exceptionally well is referred to as value proposition. It illustrates your target customers, the difficulty you solve, and why you’re definitely better than the others. As you start to create your compelling value proposition, consider the following steps:

• Why visitors should come
  • Explain how your product solves customers’ problems or improves their situation
• Delivers specific benefits
  • What visitors can achieve
• Tell the ideal customer why they must purchase from you and not from others
• What is the event USPs

• Identify Visitor Numbers And Set A Budget:

For a successful visitor promotion campaign, you first need to identify how many visitors are going to attend your event and after that, set your budget accordingly. The amount of money you spend will directly affect the type of actions you can take in your marketing campaign. Perform the following steps here:

• Decide what the visitor number you want
• Identify how many pre-registrations are needed – with global Ore registration to visitor conversion is 20-40% based on the industry or past experience
• Based on digital marketing data, set budget to attract that pre-registration numbers

• Identify Visitor Channels:

Here you need to know what channels your visitors are using. You can use those media channels to promote your marketing campaign. Do the following things in this step:

• Where you can reach your visitors
• What databases available
• Past visitor retention
• Call center partners or offline channels

• Launch The Pre-Registration Campaign:

For a successful visitor promotion campaign, you can launch a pre-registration campaign. When you launch the pre-registration campaign, always try to stick to the budget and optimise campaigns to achieve the pre-registration numbers.

• Sell Your Exhibitors:

In this step you need to do the following things:

• Promote your exhibitors – their services and products
• Segment your campaigns and arrange advertising content based on that

• Convert Pre-Reg to Visitors:

If you want to convert your pre-registrations to visitors then:

• Create engagement with the event via effective content strategy
• Create exhibitor visitor engagement via the O2OEvents platform
• Get visitors to set up meetings with supplier

• Reminders and Constant Notifications:

If you want more visitors to your event then you need to send reminders and constant notifications to your pre-registrations. You can choose channels for sending notifications such as:

• Use all channels for reminders – email, SMS, social and digital remarketing
• Let exhibitors remind visitors of meetings and other engagement via the O2OEevents platform

Here at O2OEvents, our cloud software can help you start a successful visitor promotion campaign. Our marketing cloud offers the full marketing products suited across all channels to deliver unified customer relationship by combining the power of online to offline.

The most excellent way to make significant relationships with prospects is in-person interaction. This is the reason why trade show or exhibition is an important part of many companies’ marketing plans and it can give your business a unique marketing advantage. When it comes to trade shows, there is a return metric that is extremely significant for businesses return on investment (ROI). Trade show ROI is a measure of how much revenue a trade show generated for a company in comparison to the associated costs of contributing.

So, for a business a trade show or exhibition is often a big investment because by investing in the short term, businesses can reap benefits in the long term, turning the leads collected at trade show or exhibition into loyal customers. In this digital era, for a successful trade show or exhibition, it would be effective for businesses to utilise the data management platform.

What is DMP?

A data management platform is a technology platform that gathers data from unlike sources, classifies and categorises those data, place them into dissimilar segments and then utilise those segments to accomplish certain objectives. Even though on the market data management platforms have been for a while primary leveraged by advertisers invested in programmatic success – their full potential is just now really being realised across organisations as a central hub, for marketers who would like to deliver the most robust, relevant customer experience they possibly can.

At present, data management platforms become essential to most programmatic marketers and advertisers. It can increase the ROI and the value of trade show or exhibition by over 25%. Many individuals would like to know how a data management platform can increase the value of your trade show or exhibition. So, here you will know why you should also integrate a data management platform and how it can help your business more.

How DMP can be beneficial for trade show or exhibition?

• With DMP, you will have all your visitor exhibitor data in one place.
• DMP will collect data from all sources into one place.
• A data management platform will give you progressive update of behavioural data for every user.
• A data management platform will identify visitor behaviours and trends.
• With DMP you can publish posts, engage and analyse your audience from all major social media sites through one platform. So, it helps you in social marketing.
• A data management platform will integrate with the O2OEvents email marketing platform and convert your trade show to a complete online marketplace.
• With data management platform, you can reach out to visitors at the right time with the right message.
• It can help you increase the value of your event by 25%.
• A data management platform can make data management much easier and increase efficiency.

Wrapping up:

So, whether you are an experienced business owner or just starting up your business, O2OEvents is here to help you stand out from the crowd by setting up the best marketing campaign for your next event, trade show or exhibition. organising events, trade shows or exhibitions without a data management platform can sometimes create lots of supplementary work and frustration for marketers.

O2OEvents will provide you the best solution to avoid this frustration and additional work and also save you time and hassle. Being the world’s no. 1 event marketing & engagement platform, we can take your trade show or exhibition to the next level. Our cloud platform is built-in in the O2OEvents platform where you can reach unlimited opportunities.