Too often a trip is booked when the 
budget is approved, with little thought going into the process of "how" to accomplish getting buyers interested in the product(s) and/or service(s).
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Do you leverage existing partnerships?
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Do you leverage existing relationships with clients?
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Do you plan ahead, scheduling "hot spots" to hold impromptu and scheduled meetings?
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How about scheduling a dinner or a happy hour?
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Are you influencing the correct persona?
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Have you put in the work to develop a cohesive strategy?
If you answered "no, we just go to the event and hope for the best" you are definitely not alone. Improve your chances for success. Be strategic. Your potential buyers will thank you for treating them they wish to be treated and not hounding them as a "lead" with many calls and emails. Be strategic. How would you want to be approached when you are a buyer, and come up with a strategy and ensure positive results.
Let me tell you about "The Company" that I worked with in the past and their planning and results. One could smell the MQL's (Marketing Qualified Leads) [are they still a thing - more on that in a future blog] in the air! The company was navigating which event(s) to attend to provide the largest impact on their ROI (Return on Investment) with the lowest out-of-pocket expenses.As I mentioned above, there are always many variables that need to be considered. A few important ones to this company:
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Where is the event going to be held?
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Is the city a destination city, ensuring it will be well attended?
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Is the event being held at a good time of year?
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Is there enough time left to book flights and hotels affordably?
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Who at the company should go?
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Should we go a day early, stay a day late?
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Do we want to have an exhibit booth?
This particular event was held at a "destination city" and was expected to be "well attended". It was scheduled at a great time, as nothing else seemed to be vying for a position as a better event. It was decided to send 3 people from the staff, 2 sales representatives and 2 SME's (Subject Matter Experts).
The check and registration forms were submitted without issue. Confirmations came in and travel was booked.
Sales fliers in hand, the staff descended on the crowd at the Tech Event, What could possibly go wrong? They were "ready".
What was the result? "Johnny", one of the sales reps returned with 0 actual leads. How could that be? The personas at the event were not his target audience. The companies in attendance were correct, but the decision-makers were not at this event. the best he could do was talk to influencers and ask for introductions. $1500 in airfare, $400 in registration fees, 2 nights in a hotel at $350/night, and food for 3 days. His trip was wasted.
"Jake", the other sales rep returned with a "nurture list" of 10, people deemed "not interested at this time", or "didn't see the value" in the products and services the company offered. What's the miss here? Why are we talking about products and services? Buyers don't want to be sold, they want to buy solutions from someone that they trust.
The bottom line is "hope is not a strategy". Invest your resources wisely.
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Set definable business goals
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Know your target market
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Research if your target market (persona-specific) will be at the potential event
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Specify the crucial benefits (why would the client care)
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Formulate your communication approach and messaging
In conclusion, effective marketing support services are essential for ensuring your business maximizes its potential at events. By strategically leveraging existing partnerships and relationships, planning key interactions, and understanding your target personas, you can significantly enhance your chances of success. Instead of simply attending events and hoping for the best, develop a cohesive strategy that treats potential buyers with respect and understanding, ensuring your marketing efforts yield positive results. Proper planning, goal setting, and targeted communication are crucial elements of a successful marketing strategy, ultimately leading to a higher return on investment and meaningful connections with your audience. Utilize comprehensive marketing support services to transform your approach and achieve your business goals.