Create a Face-to-Face Marketing Plan in Four Steps: Part Two

AUTHOR: Derse  /  November 29, 2017

CATEGORY: Strategy

Face-to-Face Marketing Plan Check List:
Identify your company’s business objectives?

Understand your company plans to achieve objectives?

Create F2F objectives aligned with overall company goals?

Develop a strategy specific to your F2F marketing objectives?


In Part One of this series, we discussed how to lay a foundation for your face-to-face (F2F) marketing plan by developing specific goals that link to your company’s overall objectives. This week, we’ll dive deeper into the process of writing a strong F2F plan by discussing how to create a strategy tied to achieving your marketing goals.

Step 2: Specify the Strategy
When you understand why you’re investing into your F2F marketing program, it becomes much clearer what you have to do to enhance it. Strategies determine how you will – and will not – achieve the bigger plan. They are big-picture ideas about how to achieve a specific objective. Unlike tactics, which focus on specific actions, strategies are choices that will ultimately guide your actions. Solid strategies often center around audiences (whom you will target), positioning (how your company or product solves a problem or creates an opportunity) and influence (using third-party experts or organizations to build awareness and perception). They don’t prescribe a concrete venue or deliverable. Those details are covered in your tactics.

Tips for creating a successful F2F marketing strategy:

  • Look out for tactics masquerading as strategies. Gut check: can you create an estimate for your strategy? If you answer “yes”, it’s probably a tactic. Your strategy should answer how you will achieve your objectives without detailing what you’ll do on a tactical level. Here’s an example: if your strategy is to target executives from large-market technology companies, your tactic might be to exhibit in a 40×40 booth at the Consumer Electronics show in 2018.
  • Be specific. It’s easy to create broad-stroke strategies that cover every possible audience. However, targeting everyone instead of a specific demographic will dilute the impact of your actions. Prioritize your audience segments and craft strategies specific to them to deliver better results with the groups that contribute more to success.

We’ll outline how to align your face-to-face tactics and measure the success of your marketing plan in the next coming weeks. If you can’t wait that long, download the white paper, “How to Write a Face-to-Face Marketing Plan” to read the four step process in full.

Create a F2F Marketing Plan in Four Steps: Part One
Portfolio Planning: Align Your Shows with Business Objectives
Are you a Branded House or a House of Brands Exhibitor?

  • Face-to-Face Marketing
  • program strategy
  • Strategic business objectives
  • Trade show strategy



BIO:Derse is a complete face-to-face marketing agency and exhibit builder with more than 450 employees and six full-service divisions. Ranked as a Top 10 Experiential/Event Marketing Agency by Advertising Age and B2B Top Shop by Chief Marketer, Derse brings a smarter wins approach to exhibits, events and environments for client programs in more than 50 countries.