10 Ways to Boost Event Marketing Effectiveness

8. IMPLEMENT ENGAGEMENT TECHNOLOGY

Organic engagement can go a long way at a conference, but implementing targeting technology can ensure that a company's marketing message gets in front of the right sets of eyes more efficiently. Event marketing and software provider DoubleDutch, for example, offers targeting technology that enables users to reach a specific group of attendees. DoubleDutch can digitize an entire event, transforming a paper event program and converting it into an app that provides the targeting functionality as well as post-event analytics. The app "ups the ante on how marketers get attendees' attention," explains Lawrence Coburn, CEO at DoubleDutch.

When attendees register for the event and subsequently download the app, key information like the company they work for and their position at the organization is collected. During the event, exhibitors can then use the app's dashboard to selectively determine which attendees they want to target with messaging or special offers. Though Coburn welcomes a comparison to Google Ad Words, he says the biggest difference is that DoubleDutch targeting occurs much further down the funnel. "Your leads are already in the same building as you," he says. "You can't get much closer than that."

Because the app is connected to event badges, exhibitors gain insight into what sessions specific attendees visit and what booths they've seen—this creates a fairly full profile of the types of products the attendee finds interesting, which makes for more informed marketing messages. Companies such as Marketo and SAP have used DoubleDutch to power their event apps, and Coburn says clients see time spent with the app as an exciting opportunity. "Attendees spend an average of 37 minutes on the app throughout the duration of the event," he says. "That's a lot of time to get someone’s attention."

9. GET CREATIVE ABOUT GIVEAWAYS

Everyone loves a free pen, but there are better ways to make an impression on attendees, experts agree. Understanding the customer—or potential customer—is paramount and should shine through in marketing efforts, including the freebies at the booth. Post-it notes are cop-outs, Hlavac says, and silly gag giveaways are funny but forgettable. "Think about your audience and what you want to say to them. It can't be an item they just throw in their desk drawer and forget about," he says. A calendar that singles out the dates of upcoming company events is one possibility.

To avoid breaking the bank, however, companies should consider a tiered approach to giveaways. Technology from providers like DoubleDutch can also help. While a free calendar will suffice for most, companies may want to invest more to attract attendees who are likely to become customers. DoubleDutch's targeting software can pinpoint them, making it easier for exhibitors to assess whether to spend additional resources reeling them in.

"It's a much more valuable lead, and because it's more valuable, companies feel more comfortable spending more money going after that lead. They may message someone specifically and offer a voucher for a dinner or a specialty item...something to get that attention. That way the person feels wowed and the company isn't shooting in the dark, throwing away money," Coburn says.

10. MAKE NEW CONTACTS COUNT

If the event is a success, both the host company and the exhibitors should have a healthy list of prospects. Following up with contacts and leads within a reasonable amount of time is critical; it can determine whether they become customers. "Don't let those names sit around for weeks. Within a few days, follow up with an email containing more information, a thank-you note, or other message depending on the engagement. Add them to your newsletter or other relevant contact list, and keep them in the loop," Hlavac recommends.

And as time goes by, continue the conversation. "A man doesn't walk into a lot unless he wants to buy," Hlavac says. Reconnect with attendees to keep them interested.

As soon as the event is in the rearview mirror, both hosts and exhibitors should start focusing their energy on the next one. There's no better time to evaluate effectiveness than when the successes and failures are fresh on everyone's mind.

Thanks to new engagement and targeting technology, social networking, and other digital resources, event marketing is becoming more powerful and sophisticated than ever, and marketers must regularly try to improve their show strategy.

Maria Minsker is a reporter at eMarketer and a contributing writer for SmartCustomerService.com. She can be reached at maria.minsker@gmail.com or on Twitter @mariaminsker.

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