The next industry conference is approaching. It’s time to make some event marketing decisions so you can can leave the event confident you made your presence known to both your customers and competitors. Ideally you’d like to walk away with some great contacts and business leads too.
So how are you going to do this?
Get the largest booth at the best location you can afford?
Purchase the best event sponsorship within your budget?
Enlist an army of salespeople to attend the event?
Buy the best swag to hand out at your booth?
Mount huge flat screens with your commercials running?
How about a business card fishbowl with raffle? Everybody loves those right?
None of these are bad ideas, but they all lack SCALE. Plus, everybody else does the SAME THING.
Before you plan your next event, consider leveraging some modern-day marketing technology.
Did you know you can advertise on every attendee’s smartphone? You literally don’t even need to buy a ticket to the event, and you can advertise to every individual who steps foot inside the conference center.
Savvy marketers have been able to do this for years through geo-fencing.
Virtually everybody has a smartphone. And every smartphone has apps on it, many of which require location services, like your Weather app and others.
Those location services transmit your exact latitude and longitude data back to your service provider which is then scrubbed so you can’t be personally identified, then sold to various data collection firms.
Through geo-fencing technology, you can literally draw a map around the event’s location, then target anybody who enters the “fence,” with mobile ads during the event and for up to 30 days after they leave.
These ads will appear when they’re simply going about their business, checking sports scores, reading the news, etc.
Here are 6 reasons why you need to jump on this:
1. This is not just for trade shows! Reach captive audiences with a shared interest.
Want to run a promotion for Broncos fans? You can geo-fence Sports Authority Field at Mile High on game days and reach fans on their phones while they’re taking a break from the action, and after they leave the stadium. Now you’re doing event marketing without buying expensive sponsorships.
2. It’s cost-effective. You can reach thousands of people for a fraction of the cost.
Event marketing can be expensive if you want to make a splash with massive billboards and pricey sponsorship deals. You can target the same people multiple times during and after the event for short money compared to billboards and sponsorship deals which your customers forget about as soon as they leave the event.
3. Competitors and “exclusive” sponsorships can’t keep you out.
Let’s say your competitor with deep pockets is running a huge event and, tons of customers will be there who you know would be interested in your product or service.
You can geo-fence that event between the event hours and show your ads to all its attendees on their mobile devices within minutes of them entering the event.
Now that competitor’s big budget is a huge positive for you!
4. Be in multiple places at once
Your budget and schedule may only allow for a few events per year. You can now extend your reach and let your targeted display ads represent your company at shows all over the world, even if those events happen on the same day!
5. You can continue advertising to your customers AFTER the event.
With traditional event marketing, once the event is over, so are your marketing efforts. Unless you ran a killer fishbowl, and have loads of business cards to follow up with! Man, I love those things…
But if the show is big enough, a lot of your customers won’t even find you so you even get that business card in the first place.
Now with targeted display, when your customers are stuck at the airport later that evening and up to 30 days later, they’ll see your ad again and again.
Repetition builds familiarity and trust, and soon your customers will start to recognize your company as a player in the industry.
6. You can track these customers all the way back to YOUR STORE!
This helps answer the burning question all marketers have – “how do I know if it’s working?”
After we draw a map around the event you want to target, we’ll also draw a conversion zone around your store’s location.
This will allow us to track the indivduals who saw your ad all the way back to your store location and establish Total Store Visit (TSV) metrics.
What’s a good TSV? One that gives you the return on investment you need. And it’s different for every business.
You’ll also want to track your branded search traffic, or the number of searches done for your business by name on Google.
Many businesses see a branded search traffic increase of up to 40% within the first 2 months of their targeted display campaign
We can also pixel your site (drop a few lines of code onto a page) that will allow us to deliver you conversion reporting.
In conclusion, digital event marketing can take many shapes. You can add this to your existing methods (fishbowls, etc.), or use targeted display to expand your reach to “attend” events all over the world.
Perhaps you just want to use your competitor’s big budget against them.
The way you leverage the technology is only limited to your imagination.
Dominant Dog Digital uses the industry’s leading targeted display advertising platform. Your ads will be designed by a talented team of designers and managed by experienced campaign experts who will work to optimize the results of your program. Contact Dominant Digital today so we can learn more about your specific needs.