As a growing agency, part of our job is to don our business development hat and educate brands on the many ways that effective event marketing can positively impact their bottom line.
More often than not, we stumble upon companies that utilize event activations for branding, but for not much more. So you may ask, what exactly are these brands leaving on the table? Perhaps the most important marketing goal of all -- customer acquisition.
Experiential marketing makes a lot of sense. Brands design fun, exciting event activations with interactive elements to bond with event attendees and create long-lasting, emotional memories. A great start! But can brands extract more value from these activations besides just increased brand awareness? The answer is yes! In many instances, two valuable activities are being overlooked: Lead generation and onsite sales. High impact event activations always integrate sales, marketing, and branding and thus have greater success with their customer acquisition efforts.
Lead generation is a term used for gathering contact information from potential customers. Every positive attendee interaction that brands have through an event activation is intimate, unique, and powerful. Brands should always leave these conversations with a takeaway: A new lead. Depending on the preferred method of contact, the lead can come in the form of a name with an email address, phone number, or mailing address. The best part about this process is that brands can continue these positive conversations well after the event has ended. We typically encourage adding the lead's information to an email database and sending a customized post-event message. Lead generation should definitely be incorporated into every brand's event activation plan and is a good way to start the CRM process.
Onsite sales is the act of selling a product or service at an event activation. Even though these sales are often portrayed as "aggressive", or "off-brand", they can be executed in a way that is conversational, organic, and... on-brand! We recommend that the activation's interactive elements naturally lead to a sales conversation. All brands should maximize the opportunity that event activations provide to meet their potential customers face-to-face and integrate a sales plan to generate revenue. After all, what better way to start the customer acquisition process than to close a deal onsite!?
To recap, events are not just for branding anymore! Activations provide the ideal platform through which sales, marketing, and branding can be combined to drive customer acquisition.
Need assistance with your next event activation? On The Avenue Marketing creates face-to-face event sales programs that deliver real results. Contact us today for a free consultation. We'd love to hear from you!
Alycia is a marketing strategist who has been connecting people to products through events for more than a decade. As Vice President, Marketing of OTA, she draws on her experience to create customized event marketing programs for her clients. She's developed a deep understanding of how to create authentic, engaging promotions that organically attract consumers to brands. In her free time, this Boston native enjoys creating craft cocktails, soaking up the summer sun, and obsessing over her tiny Chihuahuas, Taco and Tuesday.