A recent study commissioned by the Events Industry Council found that, of the 1.9 million events that took place in 2016, the large majority of them were corporate events.
As a planner, do you know how to capitalize on the business generating opportunities at your events?
Whether your event is attended by customers, prospects or industry suppliers, you want to make the most of this opportunity.
That event could be anything from a trade show to a product launch. The fact is, time restrictions usually do not allow you to approach every person in the room, but that does not mean you need to lose out on potential business down the road.
One way to do that is with promotional material.
We have all received this. Sometimes they are used as filler in swag bags at a conference; other times, they are items handed out as passersby walk around a trade show floor.
Not all promotional materials are created equal. Let’s dig in deeper to find out three objectives yours must meet to benefit your business.
Appropriate representation
This is two-fold. Consider your attendee demographic as well as your brand to see if your promotional material is a good fit for both.
- It is possible you will have a different audience for each event you hold. Consider who will be attending and choose your promotional needs accordingly. Your promotional material should take into account your varied customer base.
- Ask how you want your company to be seen and be sure the promotional material you choose echoes that. What you choose can run the gamut from low-end, low-investment items to high-end. Much of that will depend on the product or service you provide.
Consider the recipient
There are many different ways people learn and you will want to have a variety of promotional material that reflects those differences. Visual learners may love the idea of pamphlets with a lot of graphics while information junkies might rather get a brochure with all the information they can get their hands on. Know who will be at your event and be prepared to respond to inquiries with material to match the needs of your prospects. It will increase the likelihood of future business.
Not all promotional materials are created equal. Click To TweetSimplicity is key
More is not always better considering the amount of paper material we are inundated with daily.
While it is important that the differences of potential customers be considered, there is no reason that each piece can’t be simple in nature. That way your message does not get lost.
Simplicity equals effective and effective equals potential increased profits.
Make your message clear and memorable.
A 2017 study conducted by Promotional Products Association International (PPAI), reveals that 83% of consumers surveyed were found to do business with brands who provided them with promotional material than those who did not.
Unique promotional materials to suit every prospect with effective messaging and a clear call to action, will help you go beyond planning your event to maximizing opportunities for business growth when they are presented.
What type of promotional materials do you find most effective for your business? Let me know in the comments.