Modern companies focus mostly on social media and content creation, but you shouldn’t forget that public events still play a major marketing role. As a matter of fact, a study reveals that 95% of marketers agree live events provide attendees with a valuable opportunity to form in-person connections in an increasingly digital world.
Lisa Ortiz, an event manager at Best Dissertation, says trade shows and conferences are particularly important for the success of tech companies: “Public events give you the opportunity to raise brand awareness, generate new leads, show a human side of your business, and grow the network of professional acquaintances. At the same time, attendees can learn more about your products or services on-site and strengthen the relationships with your brand.”
However, it’s not so easy to prepare for the show. You need to understand how live events work and apply tactics that can generate the best results for your organization.
This post will show you 5 public event tips for tech companies.
1. Know your objective
We mentioned already that live events could have a variety of purposes, but you shouldn’t expect to fulfill each one simultaneously. You need to set a tangible goal instead, so ask yourself a simple question prior to the event: What is it that I want to achieve?
A study reveals that almost two-thirds of marketers use trade shows as a form of lead generation, while 80% of companies generate sales using event marketing. Most organizations obviously prepare for live events with the goal to increase sales, but is this really your objective?
Perhaps you’ve just started a business and want to find your place in the tech sun? Maybe you’ve launched a new product and want to present it to potential clients during the event? Or you want to build a relationship with loyal customers? There’s a whole bunch of possibilities and the way you answer this question will determine your strategy.
For instance, you need to be charming and talkative in case you want to strengthen the bonds between the company and consumers. Besides that, you should prepare a lot of branded freebies and giveaways. People love free stuff, and most of them will appreciate your kindness, so don’t save your money on small souvenirs.
It is much better to concentrate on a single achievement if you are the first-time participant. That way, you won’t get distracted, and you can completely focus on one aspect of the attendee experience. Once you gain valuable experience, you could expand the list and set two or three event objectives.
2. Make sure to thrill the audience
As a participant, you will get the separate booth or a table for corporate presentation. Your job is to prepare well and thrill the audience with your content, thus inspiring more people to stick around longer than usual. You don’t have to make a crowd, but you should provide every visitor with a unique event experience.
It’s always good to add a few banners or flags, while we told you about the power of giveaways already. However, you need to take a step forward and go beyond standard promo items in order to create an incredible experience. But how can you achieve this?
First of all, you need to talk to the marketing department and brainstorm possible solutions. You need to come up with several ideas and then choose the one that suits your company the most. As a tech-focused organization, it would be great to introduce a novelty such as facial recognition check-in or design a special app for this event exclusively.
Keep in mind that live event organization requires a number of logistical features like power outlets, Wi-Fi connections, and similar details. You need to explore the venue prior to the event to make sure you’re not missing out on something.
3. Mind the personalization
Most public events are massive, gathering thousands of visitors a day. In such circumstances, it is difficult to personalize the experience and treat prospects as individuals. However, you need to solve this equation and tailor communication so as to match the expectations of each visitor individually.
It’s a much easier process in the B2B niche. You won’t be expecting dozens of meetings on a daily basis, which means you can find the right approach for every guest depending on their titles and seniority levels. There is also more time to spend with every visitor, especially if you are expecting a VIP client.
According to the survey, the average B2B organization spends 5 to 8 weeks planning an event. This is more than enough to learn everything there is to know about your target audience and prepare the corresponding communication plan. It allows you to reach a higher level of business personalization, which means that the odds of sealing the deal are increasing.
Personalization also depends on the knowledge and experience of your guests. People who haven’t used your products before expect you to explain general information about the company.
On the other side, long-term clients are looking for fresh solutions and novelties. You shouldn’t bother them with obvious information, but instead try to strengthen relationships and talk about new products in your portfolio.
4. Take part in panel discussions
Public events and discussion panels are a great way to present your expertise and boost professional authority in your niche. Besides that, it’s the opportunity to talk about your company and its products or services, so you definitely need to think about signing up for panels and roundtables.
There are many advantages of public speaking at live events:
- You can prove professional credibility and establish yourself as a key opinion leader.
- You can take the central court for a while and exploit it to increase brand awareness.
- You can mention your company’s portfolio.
- You can invite people to visit your booth for more information.
Most panels go live on Facebook or other social media, so you get additional (and potentially unlimited) exposure. If you know that 70% of visitors become regular customers upon visiting a marketing event, then your panel participation becomes even more significant.
5. Keep it brief and direct
Let’s assume that your booth is only one among hundreds of similar booths at the event. What does it tell you? Apparently, it suggests you ought to be very clear, direct, and concise.
Be ready to present your work and business ideas within minutes because your guests want to visit other booths as well. Don’t beat around the bush but instead focus on the practical benefits of your brand. Use scannable materials with simple lists and bulletins. Highlight crucial statements and bold keywords.
The average person has an average attention span of just 14 minutes, so it’s up to you to leave a good impression within a limited timeframe. Keep it brief and straightforward, and you might as well succeed!
Public events are a critical marketing tool for tech companies. This type of promotion allows you to meet potential customers, raise brand awareness, and enhance professional authority. On the other hand, it enables prospects to test your products or services on-site.
In this post, we explained to you 5 best public event tips for tech companies. Have you already used any of these tactics? Do you know other useful suggestions to share with us? Feel free to leave a comment – we are looking forward to seeing your opinion about this topic!