In this post, I’m going to share with you some tips your organization can put in place to prepare a conference strategy that your audience will remember.
Step 1: Set Clear Goals Ahead of Time
First and foremost, you need to be able to articulate (and measure) the results you want from your exhibit.
Maybe you’re trying to:
- Generate leads for your sales team
- Extend brand awareness
- Demonstrate a new product line
- Launch a campaign
Whatever you choose, make sure that it is in alignment with your overall business goals.
Once you’ve identified your organization’s goals for the conference, you need to communicate it to your team. When all the parts are working together in harmony, that’s when your strategyreally comes together.
Step 2: Plan the Execution In Detail
Whether you have a team of professionals or you’re a one-person band, defining specific tasks is a no-brainer.
An execution plan is critical because there are so many moving parts to conferences that contingencies are inevitable. Taking the time to plan for them will reduce both stress and cost.
Be clear about roles and responsibilities. Make assignments, define deliverables and communicate your expectations.
It’s better to over-communicate than leaving it to chance. Communicating effectively ensures that everyone is on the same page and working towards the same goals.
And if there was ever a time to be detailed, this is it. Making adjustments from the exhibit floor can be complicated and expensive.
Step 3: Align Your Tactics to Support the Overall Strategy
While your strategy defines the broader goals, tactics are the means through which you achieve your goals. For example, if generating brand awareness is your strategic goal, one of your tactics may be live tweeting throughout the conference.
So when selecting your specific tactics, it’s essential to be clear about how each tactic aligns with your overall conference strategy.
Here are some ways you can make an impact at the conference:
- Get the right customers to your booth
- Have Sales invite key customers and explain why they should attend
- Make a special offer for customers who visit you
- Involve your corporate execs
- Ask your executives to meet clients and make specific appointments around their schedules
- Ask corporate leaders to speak at the booth
- Use social media to create interest in your booth
- Use social media to build buzz around your exhibit. Many companies post after the event but posting before the conference can help you exploit the opportunity
- Live blog or tweet during the event and invite people to stop by to see your new widget
- Tease something you’re unveiling at the event
- Scoop the event with something new and innovative
- These days, video is hot! Use it in your booth to attract attention
- Interview speakers at the conference to share with people who couldn’t attend
- Create a highlight video to post on your website or social media
Step 4: Extend the Conversation After the Conference
After the event, always review the conference with your team so everyone can learn from the experience. Give feedback that can make the next function more successful and thank everyone for their role. Highlight specific, tangible contributions that contributed to the success of the event.
Conferences are fun and exciting. They can also be profitable sales and marketing events that highlight your company’s strengths and competitive differentiators.
The smart way to show your clients (and your competitors) that you are a serious player is by executing flawlessly and making the experience informative and memorable.
While it may not always call for a hot air balloon, a good conference strategy can only help to lift your business. Follow these steps and watch your results soar.
Still have questions about conference strategy? Leave us a comment below or download our free conference success infographic.