If you choose the right team to cater your event it is bound to live longer in the minds of the guests that attend it long after the details of the subject matter that was discussed has faded. This is just one of a list of good reasons to be very choosy when looking for potential catering companies. Of course, once the company you choose has put everything in place, then it is up to you to market yourself or your company to the gathered guests not only at the event itself but afterwards as well. You need to get feedback that is as accurate and detailed as possible and it is likely that you will not get this at the event itself. Mac H McIntosh has a few tactics for event feedback that takes place after the event's guests have dispersed.
Want to make a success out of your next event? Rainbow specialises in the innovation and production of experiential marketing campaigns. Visit www.rainbowexperientialmarketing.com
Your B2B Marketing Event Requires Prompt Follow-up
By: Mac H McIntosh
Effective post-event communications can take many forms:
1) Letter or e-mail. After spending a bunch of money on getting a lead out to your event, don't simply send out a generic e-mail which fails to personally address each of these valuable contacts. The message should synch with the content of the event, and if the event disseminated info about a new service, this is a great opportunity to recap the outline. This is also a great chance to request feedback.
2) Postage-paid reply mail. These mail pieces make it simple for attendees to give you information about their particular interests and purchasing time frame.
3) Collaterals. Offer to send a free newsletter to attendees while at the event. If an attendee indicates interest in something particular, send them a brochure.
4) Ad specialty. Including an item such as a fridge magnet or highlighter can help ensure that your name and contact info stay in the attendees' awareness.
5) Business card. Make it easy for prospects to find your contact info by including a business card whenever possible.
Also contact those who did not show up at the event. If they sent in an RSVP, but there was an empty seat, don't simply remove them from your communications. These are leads who signed on with interest in your product or service, and unforeseeable circumstances may have kept them from making it to your event. In this case, it's a good idea to refer a web address where they can catch the archived event proceedings.
Choose a method of communication which works for both your company and for your prospects. Many event organizers prefer e-mail for communicating with attendees, but despite the benefits, e-mail lacks the 'oomph' of a full-color brochure or print piece. By using a combination of e-mail and print, you can cover your bases by offering something for immediate contact as well as something for them to show the boss. The phone is a great follow-up method as well, particularly with your hottest prospects. Often, attendees will indicate their preferred method of contact.
Regardless of which methods you use, event follow-up should be conducted immediately after the event. In fact, prompt contact can really only be orchestrated before the event begins, integrated as part of the entire event strategy and plan. Make sure your materials are all printed, correct, and ready to go. Event follow-up isn't always an easy task, but with the right foresight it can really help increase the value of your events by giving your prospects the chance to communicate at the later parts of the purchasing cycle, which could ultimately lead to more sales.
About the Author
M. H. "Mac" McIntosh is described by many as one of America's leading business-to-business sales and marketing consultants and an expert on sales leads.
Published At: www.Isnare.com
Permanent Link: http://www.isnare.com/?aid=234310&ca=Marketing
