Want to hear one of the most effective ways to grow a business today?
Event marketing.
Oh yeah, it’s been said before. But hear this out. Done right, events are connecting businesses with real people, generating quality leads and closing bigger deals than ever before.
Here’s the problem:
Most businesses just “show up” to events. They slap up some boring brand graphics on an outdated booth and throw some flyers at attendees. And then they wonder why events “don’t work” for them.
Exciting booth designs that wow attendees and reflect a brand’s personality aren’t optional. They’re required if the plan is to use events as a growth engine for the business.
In this article you’ll learn:
- Why Event Marketing Drives Real Business Growth
- How Sustainable Exhibition Stands Give Brands a Competitive Advantage
- 3 Event Marketing Strategies that Actually Work
- How to Turn Event Leads Into Revenue
Why Event Marketing Drives Real Business Growth
Event marketing has changed.
Forget standing behind a table at a conference room begging people to download an eBook. Today’s event marketing is about creating memorable experiences that lead to leads and actions.
And the numbers prove it. 74% of Fortune 1000 marketers plan to increase their event marketing budgets in the coming years. When the biggest brands in the world are allocating more money to events each year, you can bet there’s a reason why.
Events work because of three main factors:
- Trust — When you meet someone in person, you build trust. And when someone trusts a brand, they’re more likely to buy from it.
- Leads — Trade show attendees are pre-qualified leads. They’re interested in the industry enough to pay money to be there. That means higher quality leads and faster sales cycles.
- Visibility — One great exhibition stand puts a brand in front of hundreds, if not thousands of buyers all in the span of a few days.
A business could spend years pounding away at digital ads trying to find its target audience. Or it could attend events with a custom exhibition stand design and build London partners and meet those exact people face-to-face.
That’s how effective event marketing can be.
How Sustainable Exhibition Stands Give Brands a Competitive Advantage
Here’s something lots of businesses miss…
Investing in sustainable exhibition stands isn’t just better for the planet. Case builds with reusable materials give brands a competitive advantage on the show floor.
Why? Simple. Attendees and event organizers care about sustainability more than ever before. In fact, over 54% of event professionals surveyed say sustainability in events is either important or very important to their company. And that number is growing each year.
Need more proof? Here are a few benefits of sustainable exhibition stands:
- Cost effective — Building a modular, reusable stand may seem expensive. But once it’s owned there’s no need to keep paying to have something built from scratch every time.
- Better brand perception — Brands that care about the environment stand out from their competitors. Event attendees notice when a company is walking the walk.
- Future proofing — Point, blank, period. Europe and the UK are rolling out strict environmental regulations for event organizers. Get ahead of the curve by investing in sustainable trade show displays.
Another huge benefit? Sustainable doesn’t mean boring. Sustainable exhibition stands these days use recyclable aluminium framing, LED lights, and recyclable tension fabric graphics that look just as good (if not better) than traditional builds.
By investing in sustainable trade show displays, brands can reduce environmental waste at events and build trust with attendees.
3 Event Marketing Strategies that Actually Work
You’ve got the why. Let’s talk about some strategies that work.
Design With Intention
The booth is literally the business. First thing attendees see when they walk up. Last thing they remember when they walk away.
When designing an exhibition stand, there are three things it should do:
- Grab Attention — The booth should pop. Use bold graphics and minimalist designs that align with the brand image.
- Engage Visitors — Give attendees something to do. Interactive displays, experiential marketing and clear calls-to-action go a long way.
- Get them to take action — Event leads are great. But they won’t help if they’re not captured. Sell, pitch, and encourage booth visitors to take action.
Also, give the booth some space. This can’t be stressed enough. Empty space in a booth design is a friend, not a foe. Cluttered, crowded booths repel people. Minimalist designs with plenty of space to walk around invite attendees in and keep them longer.
Create Interactive Experiences
Passive booths are a thing of the past. Standing out at events means creating interactive experiences that immerse attendees.
Think touchscreens, product demos, QR codes, experiential marketing, you name it.
Here’s the real kicker…
Attendees that interact with a brand at an event are far more likely to buy from them. Human beings are emotional creatures. People buy from businesses they feel an emotional connection with.
Events are the perfect place to create those connections. So get creative.
Start Before & Continue After the Show
The event is only one piece of the marketing funnel. Smart businesses start reaching out to customers weeks before the show and continue the conversation long after it’s over.
Hit up key customers before the event and schedule meetings in advance. During the show, collect leads like crazy. After the event, follow up with every single person while it’s still top of mind.
This is where most businesses fail. Collect leads like it’s going out of style at the event itself. Then walk away and never follow up.
Don’t be that brand.
How to Turn Event Leads Into Revenue
Ok, now that there are leads. What happens next?
Getting prospects to stop by a booth at an event is awesome. But those leads won’t fill the bank account. Only sales will do that.
Here’s a simple lead pipeline that works for every industry:
- Qualify Leads on the Spot — Not every booth visitor is a qualified lead. Teach booth staff to ask questions that identify high-level prospects.
- Score and Segment Leads — Not all leads are created equal. After the event, score each lead according to their interest and intent to buy. Then segment them for targeted messaging.
- Personalized Follow-Up — Ever received a “nice to meet you at [INSERT EVENT NAME HERE]” email? Of course. Send personalized follow-ups that reference the conversation had with the lead.
- Nurture Leads until they’re Ready to Buy — Some leads simply aren’t ready to buy when first captured. Don’t forget about them. Nurture these leads with valuable content until they become ready to purchase.
Businesses who treat every lead they collect like gold will see the biggest return on their events marketing spend.
The Bottom Line
Events are the perfect way to experience real, sustainable business growth. But they don’t just “work” by themselves.
Show up… with something exciting to offer.
Put money into quality exhibition stands that represent the brand and wow attendees. Create memorable, interactive experiences that turn prospects into buyers. And have a plan to follow up with leads so they turn into revenue.
Want to leave money on the table? Treat events like some flywheel tool that will magically grow the business.
Or show up, be intentional, and grow the brand from booth to boardroom.
Which will it be?
