Posted by on Mar 11, 2019 in Marketing Tips, Tradeshows, Uncategorized | 0 comments

Maximizing the Value of Trade Show Attendance Part 3: 4 Best Ways to Generate Leads from Trade Shows

We’ve covered a lot of territory on the topic of maximizing trade show attendance in my two previous posts in this series. We talked about the value of choosing the right shows and conferences and how to prepare for them. We also discussed how to drive traffic to your booth.

But let me ask you this.

What is the single, most important result of attending a tradeshow or conference?

It’s solid sales leads, right?

With 84% of trade show attendees looking for products and services – and also able to make a buying decision, a successful trade show is critical to your company’s sales cycle.

Lead Development Before, During and After Trade Shows

Lead development is a process. There are actions you and your sales team can take in the weeks prior to the show, at the show and following the show to ensure that your company’s attendance has a significant ROI.

It’s helpful to view a trade show or industry conference as one big sales meeting. You wouldn’t walk into a sales meeting unprepared, would you?

Before you head out to your next trade show, make certain you put your lead generating plan in place.

Make Connections

Few people are comfortable working a trade show, and conference promoters know this. That is why virtually every industry gathering has networking tools attendees can use before the conference.

Sometimes these tools allow you to meet fellow attendees and engage in conversation using messaging channels. Some trade show promoters provide matchmaker services using the criteria you give them. And sometimes the show promoter provides private networking groups on social media channels such as LinkedIn or Facebook for attendees to connect with each other.

You know who makes the buying decisions for your product or service. Get into those pre-conference apps and start looking for your target audience. Start your conversations now so by the time you meet in person at the show, you’ll already have a relationship in place.

Ask for the Meeting

Now is not the time to be shy. There is no need to be obnoxious either. Everyone attending a tradeshow is there for a purpose. Most attendees are looking to purchase products or services to solve a problem and they want to do business.

Prior to the show is a perfect time to reach out to your prospect list and re-start conversations by inviting them to your booth. If they will be attending, ask to schedule time with them. Check in with current customers too.

Work through the list of attendees the conference promoter provides and reach out to your decision-makers. Whether you send personal emails, tap the conference networking apps or use social media channels, request a meeting to discuss the challenges they face.

With almost half of all face-to-face meetings converting to a sale,  asking for meetings is critical to your success.

Walk and Work the Floor

Your booth isn’t the only place connections can be made and conversations can convert to sales (or at least take the next step in the sales process). There are many networking opportunities – from cocktail parties to educational sessions where you can meet prospects.

Have you considered how easy it is to strike up a conversation during a lunch break? Get out and get involved in the show’s other activities.

Meanwhile … back at your booth … staff should be focused on diving deep with booth visitors – and taking good notes. It’s not enough to scan a badge and call it a lead. Everyone needs to be trained in asking questions. Here are a few that can move the sales conversation forward:

  • What product or services are they interested in?
  • What challenges are they experiencing that drive them toward this product or service?
  • What timeframe are they envisioning for their purchase?

It’s critical after each interaction booth staff make clear notes which can be entered in your sales database. These notes provide the key steps to personalized tradeshow follow-up.

Nurture Your Relationship with Meaningful Follow-up

I talked about tradeshow follow-up in Part 1 of this series and I simply can’t stress how important meaningful follow-up actions are for your trade show ROI.

Before you leave for the show, you should already have a follow-up plan in place. Your marketing department can create an automated series of segmented emails targeting people you may have missed connecting with or new contacts. They can also build nurturing email campaigns for prospects with longer purchasing lead times. In addition, they can craft follow-up emails that can be adapted by your sales force.

When you return to the office, it’s easy to take pre-scripted follow-up emails and add personalization. By including key information discovered during your conversations and sending targeted whitepapers, case studies or product information, your conference follow-up becomes a valuable email your prospect will be happy to receive. It helps deepen your relationship and move your sales conversation forward.

Your company has invested significant budget in exhibiting and attending trade shows and your team needs to produce ROI. Be sure you use every tool in your toolbox – as well as the conference promoter’s toolbox – to maximize ROI.

What are your most successful trade show tactics for lead gen?

Brandwidth Solutions serves the healthcare, life sciences, energy and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

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Posted by on Feb 20, 2019 in Marketing Tips, Tradeshows, Uncategorized | 0 comments

Maximizing the Value of Trade Show Attendance Part 2: Make Your Trade Show Booth the Most Popular One in Town

Have you ever noticed that there’s usually one or two booths at every trade show that always seem to be mobbed by attendees?

Maybe it’s the giveaways (who doesn’t want the latest VR glasses!) or the cool free t-shirts, but it’s usually because a company got their pre-show promotion plan right.

Why Should Anyone Visit Your Booth?

The reason to visit your booth shouldn’t be because of what you’re giving away.

You need to make your message compelling. Let’s think about the question “What’s in it for me?” Only, let’s turn that around a little and ask instead “What’s in it for my customer?” Why should they visit my booth? When you answer that question correctly and turn that answer into your exhibit messaging, you have a compelling reason for your prospects to visit.

Your booth should allow your potential leads to quickly self-identify. Your message needs to target those who are looking for what you offer and draw them in.

Some other ideas that give your potential customers a reason to visit your booth include:

  • introduction of a new product or service
  • show-related discounts
  • sponsored events at the trade show
  • presentations

Present Your Expertise

Most trade shows have educational tracks providing ongoing learning opportunities for attendees. One of the best ways for you to gain visibility at a show is to lead a session or present research to establish your thought leadership. Look into signing up to be a presenter, teach a session or an exhibitor workshop.

Demonstrations and lectures can also occur at your booth. You should consider designing a short presentation educating potential customers about your product or service. Plan to deliver the presentation several times during the show and post the schedule at your booth. Don’t forget to invite people to attend. You may even want to hand out your presentation schedule at the show.

Contact trade journals and let them know about any new products, services or research you’re rolling out at the show. When you have news to share, you should always send out a press release and invite the press to your booth for interviews. An article about your company published after the show is a great way to keep your visibility high and new leads coming in!

Make it an Event

High energy, fun – and knowledgeable – staff is your first ingredient to making your booth the place to be. A great theme and ongoing interactive events provide visitors with an enjoyable experience they won’t forget.

You can offer a demonstration of your product or service which is always valuable. But have you thought about providing an interactive tour of your facilities or a key piece of equipment? Or how about setting up a white board and asking booth visitors to comment on a question?

Don’t forget simple things like games, giveaways and drawings. These are always excellent ways to draw traffic to your booth and and gather leads for your sales staff. Creating an overall theme for the show that relates to your offering gives you a unique opportunity to make your booth an event.

How Do You Drive Traffic to Your Booth?

You can have the best message in town, but if you don’t promote it no one will know you’re exhibiting – and they won’t visit and engage with you.

As I mentioned in last month’s post on how to exhibit at trade shows, communicating and promoting your attendance at a show is critical to getting the foot traffic you need.

It’s all about the pre-show prep and how you carry out your plans while at the show.

Trade Show Tools
Your first step in driving traffic to your booth is using the tools trade show promoters make available to exhibitors. Typically these will include:

Exhibitor lists
Show floor maps
Company listings
Show-branded email campaigns

Make sure that your listing and all information you submit to the show promoter is correct and up-to-date. You’ll also want to be sure that your benefits messaging is clear and concise. This should be a very short elevator pitch – what benefit does your product or service give your customer. And don’t forget to include a persuasive reason why they should visit your booth!

Many trade shows also offer the option for exhibitors to send customized email campaigns to their email list before the show. This is an important tool to consider since it provides a way for you to promote your booth & services to potential customers who are not already on your own email list.

Let’s not forget that conference attendees are at the show for a reason. They are looking for the products and services their companies need. They are serious about identifying the companies that can deliver the right products and services.

That means they’ve been scouring the listing of exhibitors, researching your company and putting together a short list of companies to talk with at the show.

You need to be on that list.

Use Every Promotional Channel
Promoting your trade show booth goes beyond using the tools the promoter has available. There’s a reason why the phrase “an oldie but goodie” exists. It’s because the ‘old’ ways of promoting events still work – and work well.

Direct Mail Campaigns
I think we can agree that scientists and lab personnel are probably not spending every day glued to their computer screens. Even those of us who are glued to our digital lifelines still respond to direct mail campaigns. Once you choose your trade show theme, put your graphics department to work and create eye-catching direct mail pieces that start a conversation with booth visitors.

Email Campaigns
In addition to the custom emails you can often send through the show promoter, you have a very valuable email list of your own. Your CRM holds targeted lists of your customers and prospects you’ve identified and email is the fastest, easiest way for you to get the word out about your trade show attendance and your booth.

Create interest in your booth with a series of creative, informative emails that invite your customers and prospects to visit and participate in your activities.

Social Media
Have I told you about the company who put up a single post on a social media channel and expected the world to see it and show up? It doesn’t work that way.

Social media is an excellent channel to use in concert with email campaigns and direct mail campaigns.

We always recommend an integrated approach to promoting a trade show presence. Social media can use the theme, images, and can re-purpose the content from your other campaigns to create a campaign that will extend your reach beyond your mail and email lists.

A social media campaign is not limited to just one post on one channel. By using multiple posts on multiple channels such as LinkedIn, Twitter and Facebook, you can reach new audiences, reinforce your direct mail and email campaigns and build interest in the activities you have planned for the trade show.

In addition to concentrated efforts using these 4 promotional avenues, don’t forget to promote your presence on your website as well as through digital ads and print ads. Putting your pre-show plans in place and executing on them is a sure-fire way to see the booth traffic you want and to ensure that you haven’t wasted your marketing budget.

Brandwidth Solutions serves the healthcare, life sciences, energy and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

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Posted by on Jan 22, 2019 in Integrated Marketing, Tradeshows, Uncategorized | 0 comments

Maximizing the Value of Trade Show Attendance Part 1: How to Exhibit, Promote & Network

What is the one event that makes even the sales and marketing departments work together in complete agreement?

A trade show.

Did you know that the minimal cost for a 10×10 booth at a tradeshow is $10,000- 15,000? Think about it – by the time you reserve the booth space, book hotels, ship your booth & products, and add your team’s travel costs, your all-in cost is around $10 – $15k. That’s not a small expense in the budget so it’s important to make it work for you.

Managing a successful presence at a conference or trade show has staff from every level of science-based companies working towards a common goal. (Click here to find out why this shouldn’t be the only time Sales and Marketing work in harmony.)

Why Trade Shows are Valuable

We can all agree that while email and other digital marketing efforts provide a solid return on investment, the value of face-to-face sales & marketing meetings (such as those at trade shows and conferences) is enormous.

It’s at in-person meetings where you build trust and engage deeply with your audience. Rob Murphy’s article cites a Meeting Professionals International report which states that “40% of prospects are converted to new customers via face-to-face meetings.”

How to Choose the Right Conference or Trade Show

Trade shows and conferences are key events where your company can get that valuable face-to-face time with prospects. In the U.S. alone, there are hundreds of science, medical and pharma trade shows each year. But with so many available to you, how do you choose which shows and conferences will be most beneficial for your bottom line?

To identify the best events for your company, you first need to look at your business goals. Are you focused on the U.S. market or is your market international? If it is U.S. only, you’ll need to build a list of all the relevant conference and trade shows in the U.S.

If you want to reach other markets, you’ll need a list of all of the international events applicable to your product/ service. Get a demographic list from the show organizers to ensure your target audience will be there.

These lists give you a starting point. The real work starts after you have the lists in hand.

You’ll want to research each event. Before you decided to exhibit, you should consider attending and walking the show to ensure that your audience is there. You’ll also want to make sure that the show has a good reputation in your industry and that it delivers:

  • Large numbers of attendees in your target audience (although what you’re really looking for is the right audience – quality versus quantity. Remember, some shows are for niche audiences and can the best ones!)
  • Attendees who make buying decisions

Once you’ve identified the conference or trade show to attend, you’ll need to put a plan in place to:

  • properly prepare for your attendance
  • take advantage of all the networking possibilities at the show
  • keep conversations going through follow-up after the event
  • build your follow-up campaign.

How to Prepare Before Attending a Trade Show

Of course, you’ll need an exhibit booth. (Make sure that your booth has both clear signage and excellent brief messaging- no one is going to stand and read your booth.)

Beyond putting your booth together, there are significant pre-show marketing actions to take in order to maximize your company presence.

  1. Communicate. You need to get the word out that you will be attending the show. Create postcard, email, & social media campaigns along with press releases to communicate to your list and your social media audience that you will be available to meet at the show or conference. Add messaging to any advertising you are doing before the conference. If no one knows you’ll be there, you won’t have visitors to your booth.
  2. Let your audience know where to find you. (I’ve seen companies tell their audience they would be at a show only once via social media – and then not give out their booth number!) But just telling everyone your booth number is not enough.

You’ll want to investigate the marketing options the show’s organizers have available to attendees. This may include marketing opportunities such as renting the list of attendees, sponsoring events or content in the pre-show communications or – depending on the conference – attendee swag. Send out newsletters to your list offering the option to pre-schedule meetings at the show. Create press releases highlighting new products or events and presentations you’ll be hosting while at the show.

If you don’t communicate and promote your presence, you won’t see the foot traffic you expect at your booth.

Need help putting together a comprehensive trade show promotion plan? Contact Brandwidth Solutions.

Take Advantage of Trade Show Networking Opportunities

Being in attendance at a trade show is not the same as attending a trade show. Your company has invested a great deal of time, energy and money to be at the show. Therefore you need to do more than sit in your booth and hope that leads drop by for a visit.

You want to have your A-list staff working the booth at the show. You want staff that engage prospects and expertly move them forward along the sales path.

The booth isn’t the only place you need your sales staff engaging with prospects. Make sure they are attending the cocktail receptions, presentations, education sessions, breakfast events or other special events being held at the show. Check whether the show’s organizers provide a ‘matchmaking’ service connecting potential buyers or partners with sellers.

Follow-Up Leads to Success

None of these trade show attendance efforts will mean anything at all if your company doesn’t follow-up effectively. If you don’t follow-up with leads you’ve collected, it will be marketing budget wasted.

After you’ve entered prospect information into your CRM, you’ll need to design a communications plan to ensure that your new contacts don’t feel you’ve forgotten them. (Although you should have created your first follow-up communication before you even leave the office to attend the show!)

Nurturing leads is critical to the ROI of trade show attendance. Be sure you have marketing assets such as white papers or case studies to send your prospects as follow-up. Once you return to the office, you may want to create webinars addressing audience needs, additional white papers and newsletter content to further nurture your leads and reinforce that face-to-face connection your team built at the trade show.

Trade show or conference attendance may be a bit more complex than most companies realize. But with a strong plan you can implement for each event you attend, your company can achieve a solid ROI from trade shows.

Brandwidth Solutions serves the healthcare, life sciences, energy and contract pharma industries. We work with companies that want to make the most of their marketing – who want their marketing empowered to help drive leads – and ultimately sales. If you want to move your product or service forward in a smart way, we want to work with you. Call us at 215.997.8575.

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Posted by on Oct 1, 2018 in Marketing Tips, Tradeshows, Uncategorized | 0 comments

Leveraging Digital Marketing for Lead Generation

One of the top questions clients ask us about digital marketing campaigns is how to turn leads into sales.

But what they really want is to understand how to knit together all of their marketing & digital tools and resources – the CRM, website, email marketing, social media accounts, PR, events, tradeshows and other marketing efforts – in order to maximize lead conversion. How do you make it all work?

Digital marketingalso referred to as eMarketing and online marketing – is typically campaign-driven. Effective e-campaign development includes clearly defining your target niche, your messaging, the content and its delivery.

Developing an e-campaign that nurtures a lead and initiates or continues the conversation with the prospect is part art and part science. Here are 4 Tips for an Effective Digital Marketing Campaign:

  1. Exhibiting at an Event? Get an Early Start

Brands spend a great deal of money exhibiting and attending shows, and efforts should focus on beginning the conversation long before the show or conference begins. Why? Because lead nurturing works best when it starts pre-show.

At many shows, exhibitors can purchase a list of registered attendees before the show. Too often, these are overlooked – or resources aren’t available to mine the lists. But they are a gold mine for digital campaigns.

Use the pre-show period to establish brand awareness and thought leadership. With eMarketing and automation platforms, these potential leads can be nurtured early, providing valuable data to the sales team tasked with touching these leads.

 

  1. Develop a Pipeline of Customer-Driven Content

Content makes the world – or, at least the internet – go round. The best sales content, of course, is something the prospect not only wants to read, but urgently needs to read. It grabs their attention and moves them further along the sales process.

The content chosen for an eMarketing campaign can vary widely. Its selection can depend on the channels being used (e.g., email marketing, print or digital advertising, social media) and the types of content favored by the target audience (e.g., video, case studies or white papers, newsletters, long-form).

The content pipeline should be as deep, rich and varied as possible. Too many campaigns fail when the have a limited amount of content to share or use the wrong type of content for the audience (e.g., a podcast instead of a video, or a newsletter instead of a case study).

 

  1. Feed & Track the Lead

Once upon a time, tracking a lead through the sales process – especially a B2B lead – was a hit or miss proposition. With CRMs such as Salesforce, Hubspot and others, those days are largely over. Marketing and sales teams can easily identify what people are clicking on and downloading, what they are reading, where they are spending their time, and how they are progressing through the sales funnel

With some client campaigns, we employ cloned landing pages or UTMs. These feature (or link to) the same content, but each boasts a unique web address used in a specific ad – print or digital – in order to track the effectiveness of ad buys, content, sources and more.

In digital advertising, social media and email marketing campaigns, it is important to make full use of tagged links (UTMs) to track where a lead arrived from, where they’re going, and what they’re doing.

 

  1. Analyze Results – and Act on Them

With today’s automation, not only will you be able to track the lead’s progress through your sales funnel, but you can also understand exactly what it is about your brand that has caught their interest – whether a brochure, case study, landing page, video testimonial or some other piece of content relevant to them.

More data lets you tweak the digital campaign to improve outcomes. And – just as important – it allows you to track ROI and determine the value of sales and marketing resources.

 

A well-thought-out digital marketing campaign coupled with a sales automation platform is one of the most effective tools for improving qualified B2B lead gen efforts.

Want to learn more about developing winning digital marketing campaigns? Contact Brandwidth Solutions today.

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Posted by on Oct 12, 2016 in Tradeshows, Uncategorized | 0 comments

AACC 2016: Illuminating Challenges and Realizing Diagnostic Opportunities… Together

aacc_2016This year’s AACC Meeting July 31st  to August 4th in Philadelphia was by all accounts a great success.

The AACC does an excellent job in bringing together leaders from laboratories, manufacturers, regulatory bodies, and academia, not just to impart their knowledge, but also to develop relationships and gain well-rounded perspectives on the challenges and opportunities that lie ahead in the diagnostics industry. Headliners this year included CEO Elizabeth Holmes of Theranos who introduced to a standing-room-only crowd preliminary validation data for MiniLab, a cartridge‐based testing system. (Have you seen the Vanity Fair article on the post-presentation takeaways of Dr. Stephen Master, co-moderator of the AACC presentation with Ms. Holmes? It’s worth a read here)

Brandwidth Solutions was a proud AACC exhibitor this year, sharing booth space together with Kaon Interactive, to discuss how holistic brand communications– along with interactive sales applications– can simplify complex technologies in powerful ways.

As a strategic communications services provider to the diagnostics community, the Brandwidth Solutions team had many, many visitors at the booth who wanted to discuss how the marketing strategies and solutions that we’ve developed over the years delivered results. We were happy to share the ways we have broken down internal and external barriers and helped our clients implement better ways to globally communicate across all forms of media.

As we heard at AACC, reducing testing costs while ensuring better patient outcomes are universal challenges for those marketing diagnostic tests— no matter the type of instrument nor type of test. Laboratorians and administrators what to know how these testing solutions deliver on their pressing operational and clinical challenges in a simple, engaging, and informative way.

With that, now more than ever, it’s essential to work with a strategic partner who can help you get the most from your communications investment with high-impact campaigns that deliver real results.

We hope to see you in San Diego for AACC 2016. If you’d like to talk sooner, please let me know!

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Posted by on Jul 23, 2015 in Tradeshows, Uncategorized | 0 comments

Brandwidth Solutions at AACC

AACC 2015 kicks off at the George World Congress Center in Atlanta Georgia, July 26th – 30thAtlanta Georgia

 

Brandwidth Solutions will be exhibiting at AACC’s tradeshow, Booth 4811, as well as attending the DxMA’s AACC Seminar on July 27th.  We will also be co-hosting the DxMA Connects Event.  Here is where you can find us:

Monday, July 27, 2015

DxMA AACC Seminar on Disruptive Technologies

4:30 – 6:30 PM EDT

Atlanta Marriott Marquis | International Hall 7

265 Peachtree Center Avenue

Atlanta, GA 30303

Register here

 

DxMA Connects Event

6:30-7:30

Atlanta Marriott Marquis | International Hall 7

265 Peachtree Center Avenue

Atlanta, GA 30303

Register here

 

Tuesday July 28 through Thursday July 30th

AACC Tradeshow

Booth 4811

Learn more about putting a fresh spin on your marketing through:

  • Interactive 3D Apps to incredible product and company storytelling
  • Social Media and how will the new FDA guidelines affect you
  • How can you optimize your PR to gain brand and product recognition
  • What you can do to optimize your tradeshow and eMarketing campaigns

See you in Atlanta!

 

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