Event Marketing Research Round-Up:
With new data published daily, it’s hard to stay on top of the latest figures, and the possible implications for event marketing programs. Here’s a round-up of several stats, with thoughts on how these numbers are relevant for tradeshow and event marketing.
Product Demos:
- Product demos are the most important element you can control in your exhibit to create more memorable exhibits. (Source: CEIR)
The top two reasons for remembering exhibits, “Product Interest” and “Well-Known Company,” are generally factors beyond marketers’ control. But you can influence exhibit memorability by re-thinking traditional product demos for greater impact. Encourage attendees to interact hands-on with your products or solutions, and at the same time, create an engagement strategy for those watching too. Having a proactive strategy for participants and audience members allows them to see the benefits and value of your product, solution or services brought to life in a whole new way.
Cause Marketing/Social Responsibility:
- 62% say it’s “no longer enough for corporations to give money; they must integrate good causes into their everyday business.” (Source: Edelman Goodpurpose Study)
Your company likely supports one or more philanthropic causes. Extend a cause-promotion program by bringing it into your event; attendees will feel good about being part of something meaningful. Build on your company’s cause marketing strategy and engage attendees in your efforts by linking the time they spend in your booth or at an event to a specific, measurable donation. You can even promote the program after the show, extending your reach and increasing awareness about your good will efforts.
Online Video:
- In January 2011, 83.5% of the U.S. Internet audience viewed online video, for an average of 14.5 hours per viewer (Source: comScore)
- 75% of senior execs say they watch work-related videos on business-related websites at least weekly (Source: MarketingProfs)
By documenting keynotes, press conferences, special events, booth activities, product demos and more, marketers can take advantage of live events to generate online videos and capitalize on this growing trend. With a little upfront planning, events can be a powerful strategy for generating online video content–cost-effectively increasing your company’s brand awareness and message reach, especially in the hard to reach C-Suite.
Exhibit-Related Technologies:
- 72% use technology to specifically enhance their exhibit-marketing programs (Source: EXHIBITOR Magazine)
The value and importance of technology as a marketing tool before, during and after the event continues to increase. Use social media, event-specific microsites, touchscreens, interactive kiosks, 2-D barcodes, personal URLs (PURLS) and more to deliver content, collect data, and demo products and solutions.
In Summary
This research round-up provides a glimpse at trends offering the greatest face-to-face marketing potential. Re-think demos to make them more hands-on and interactive for both participants and those watching–a proactive demo strategy has a greater chance at improving exhibit memorability. Since most companies have a charitable donation program, extend a cause-promotion program by bringing it into your event. Online video continues to reach more and more people, including the C-Suite, so use events to generate content. Lastly, the value and importance of technology as a marketing tool before, during and after the event continues to increase; look for ways to integrate it strategically to generate more leads, greater sales, and better results from your programs.
