Events

Face to face events – conferences, trade shows, workshops – are one of the most powerful channels for reaching your audience. With Covid-19 still very much holding the industry back, it is impossible to predict when events will return… so let’s keep this brief for now…

Finding an Event

Online Directories

Organisations and Associations

If your industry has trade bodies or associations, they may well have connections with relevant effects that would suit your business. Some may even host these themselves. Take a look on their websites and social media to see where they are active.

Industry Publications

As with organisation and associations, many publications exhibit, sponsor or host side events at major industry exhibitions. You will often find an event list within magazines and online directories highlighting these events.

Things to Remember

Before

Preparing for an event takes a lot of time and effort, so make sure you don’t leave it all until last minute. Here are a few things to consider:

  • Registration and paperwork with the organisers
  • Stand / space design and build
  • Product demos
  • Literature and giveaways
  • Logistics
  • Travel and accommodation
  • Pre and post show promotion
  • Invitations
  • Staff training
  • Suitable out of office cover

If you’re considering taking part in an event, take a look at our handy checklist: Click here to view.

During

Whether it is a few hours or a few days, events take a lot of energy. Standing, talking to prospects, keeping an eye out for the next suspect to pass by.

It is said in the industry that you have just 8 seconds to get someone’s attention. So you have got to make every second count…

  • Prepare your opening line – open-ended questions are a great way to engage
  • Make eye contact – show interest and ensure your body language conveys this too
  • Look smart – you don’t necessarily have to show up in a suit and tie but a certain level of professionalism is reassuring to visitors
  • No eating, drinking or checking your email – you are unlikely to be approached if you look pre-occupied, so if you need to do these things – step away from your stand
  • Have a call to action – make sure your visitors know what to expect, when will they hear from you? What will they receive?

After

The most important thing to do post-event is to follow up – and quickly! It is quite incredible the number of businesses who collect leads and then shove them in a drawer back in the office. This is a surefire way to guarantee zero return on your investment.

Make a plan beforehand as to what categories of response you will need and prepare any emails, files or call scripts ahead of time. Decide what you will do with the leads (enter them in your CRM, distribute among your sales team) so you are ready to go as soon as you get back to the office.

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