Determining if an Event is Worth Your Investment

AUTHOR: Derse  /  December 7, 2017

CATEGORY: EnvironmentsEventsExhibitsIndustryProductionPurposeful CreativeStrategy

Whether you’ve been invited to participate in an established event or are interested in hosting your own, it’s important to look at what your potential ROI will be. However, this is easier said than done when considering factors linked to success on the show floor like connecting and building relationships with clients. A recent MarketingProfs article makes this process a little easier.  By determining the most important components and what you want to get out of your brand’s attendance, like thought leadership and networking opportunities, your brand can evaluate whether an event is worth your investment.

Here are a few things to consider to determine if an event is worth your brand’s time and money:

Brand Visibility: While it may seem obvious, booth size, position, and location are foundational elements to consider when looking at a brand’s potential success at an event. Once you’ve determined where your booth will be, focus on how to design a booth within your footprint that will engage your target audience.

Networking: Assess potential attendees and the event schedule. Will your experiential effort help you network with the right people at the right time? Map out a strategy for leveraging your space to bring them inside your experience. Be sure to also consider demographic and generational differences in strategy. For example, what is your strategy for engaging Generation Z?

Post-Show Assessment: Finally, remember that the value of your next event should not just be measured by activity on the show floor. Gain added awareness by extending the reach of your event through social media, both to your brand’s audience and event attendees. For leads captured at the show, a timely follow up will be essential to ensuring your brand gets the most of out your next event.

Face-to-face marketing allows you to create a tangible experience for participants. It can cut through the clutter of traditional advertising, and leave a lasting impression on people. Authentic interaction with a brand can be worth more to a consumer and a company in the long run if you take the time to evaluate how you will measure your return at an event.

RELATED LINKS
Make Connections That Matter with Experiential Marketing
Forbes Lists Seven Reasons Why You Should Be Implementing Experiential Marketing
Events: Conversations That Spark Customer Action

  • brand reach
  • events
  • lead capture
  • Lead Management

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Derse

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.