Event Marketing Research: Pre Event, Onsite and Post Event Marketing Best Practices
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UBM. All rights reserved; pg 1, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Event MarketingPre-Event, Onsite and Post-Event MarketingStrategies to help you connect and engage your target audience
UBM Technology Marketing Research Jan 2016
POP
UBM. All rights reserved; pg 2, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
POP Event Marketing Research UBM Technology Group’s 2nd Annual POP Event Marketing Research was developed to help marketers gain critical insight into the habits and preferences of technology decision makers before, during and after an industry event.
Pre-Event
• Why tech professionals attend industry events
• What they do to prepare prior to an event, and how event marketers can get ahead of the game
Onsite
• Why attendees stop and visit you
• Types of content and speakers they want to see and hear about
Post-Event
• Things to avoid as a tech marketer: reasons why tech professionals would or would not engage with you
• Types of follow-up attendees want from you
This survey of 403 business technology professionals provides tech marketers with comprehensive data and insight to enhance and improve their event marketing strategies.
METHODOLOGY• In the late fall of 2015, UBM
conducted an online survey of business and technology professionals to understand their actions and preferences around industry events.
• Final data is based on a total of 403 qualified IT and business respondents in North America.
• The margin of error for the total respondent base (N=403) is +/- 4.8 percentage points.
• UBM was responsible for all programming and data analysis. These procedures were carried out in strict accordance with standard market research practices.
UBM. All rights reserved; pg 3, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
• Marketers need to seize every opportunity to start a relationship, generate goodwill and earn the trust of prospective buyers
• Event marketing is not just about logistics
• An integrated marketing mix that is critical to the success of your overall strategy –to generate maximum ROI, you need a mix of paid promotions to get the biggest bang for your buck
• Significant spend: B2B marketers allocate between 15–20% of their overall budgets to events
POP Event MarketingWhy It’s Important To Your Overall Marketing Strategy
UBM. All rights reserved; pg 4, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Common Goals
Whether you’re in corporate, field or event marketing, your goals are the same ─working together will only serve to increase your results across the board.
• Branding and awareness
• Generating leads
• Engaging with prospects and existing customers
• Educating prospects and existing customers
UBM. All rights reserved; pg 4, POP Event Marketing Research, Jan 2016
POP Event MarketingWhy It’s Important To Partner with Event Marketing
UBM. All rights reserved; pg 5, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Pre-Event Marketing• Ensures your company is top of mind to get on attendees’ “must-see
exhibit” list• Helps target the best prospects to visit your booth• Side benefit: pre-event content marketing can serve as a means to
check the pulse of your target audience
Onsite Marketing • Reinforces your overall marketing message and gets your marketing
materials in the hands of engaged prospects • Fills your sales pipeline
Post-Event Marketing• Extends the value of the face-to-face event• Enables your company to nurture relationships with top prospects
POP Event MarketingThe Overarching Benefits
UBM. All rights reserved; pg 6, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Why Your Pre-Event Marketing is CriticalAttendees’ Pre-Show Preparation
50%Schedule time
to meetwith vendors prior to the
event
What do you do to prepare for an industry show before you attend?
56%Create schedule
based on sessionsmost relevant to me
51%Research exhibitors
by visiting theirwebsite
46%Review thefloor plan
45%Prepare a list ofsponsors I would
like to visit
36%Download thetrade show’smobile app
34%Research exhibitors
by visiting atechnology media
website
24%Get advance
access to content
UBM. All rights reserved; pg 7, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Make Your First Impression
23%Interviews with
speakers who willbe at the
exhibitor booth
54%Access tech
vendorcontent
on independentthird-party sites
Prior to attending trade shows, what types of information from exhibitors(technology vendors) would make you more likely to stop at a tech vendor's booth?
82%More likely
to visit your booth if they’ve heard or read
or connected withyou beforethe event23%
Editorial coverage ontechnology websites
11%Digital radio or podcasts
31%Webcasts
42%Website content
(e.g. sponsored content on a site)
52%White papers
26%Video
Have a Strong Pre-Event Content Marketing Plan
UBM. All rights reserved; pg 8, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Your Onsite Booth StrategyContent Connects
POP Best Practice“I like ‘the stuff’ but without the experts I just move on.”
What makes you more likely to stop and visit a vendor’s booth during a trade show?
64%Subject matter
experts at booth
57%Presentation orlive demo beingconducted at
the booth
47%There was an
incentive offeredat their booth
43%I read about
them on businesstech sites
41%Vendor
communicatedwith me prior to the show
34%Vendor speaking
at the event
32%I have seen ads or other
content from them onbusiness technology websites
20%Games or activities
20%A large booth
UBM. All rights reserved; pg 9, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Engaging Booth VisitorsDo’s
POP Best Practice“At large conferences,make it more obvious
what product/marketyou support.”
What kinds of information or content do you find most valuableor would make you likely to actively engage with the vendor at their booth?
69%Tech demos
43%New product
announcementsor new launches
57%Technology specs
or other “howto” materials
51%Industry-specific
information
45%Business case
information
28%Opportunity to speak
with an executiveor other key person
from vendor
25%White papers
23%Case studies or peer-perspective
UBM. All rights reserved; pg 10, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Engaging Booth VisitorsDon’ts
What would make you less likely to actively engage with a vendor at a trade show?
63%Too much of a salespitch or only sales
people were availableto engage with
46%They only had
product brochuresavailable; content
was not robustenough
44%Content did not giveme a clear indication
of how the technologycould help with the
business
46%It was not obvious
to me what thevendor’s solution was
50%Lack of demos
53%Lack of subject
matter experts orno one there to
answer my questions
Lack ofindustryspecific
information
Lack of casestudies
No ROI and/or TCO
information
I was not familiar withthe vendor
Contentwas not
validated bythird-party
35%
22%
22%
10%
8%
UBM. All rights reserved; pg 11, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Staffing Your BoothProduct Managers and Customers Are Most Useful to Tech Pros
What types of vendor representatives at exhibitors’ boothsprovide the most useful information for you?
77%Product managers
43%Customers whoprovide world
examplesor case studies
18%Sales executives
22%Executive leadership
13%Marketing executives
UBM. All rights reserved; pg 12, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
The Expo Floor PlanFocused Areas Make It Easy for Attendees to Find You
Thinking about the show floor, does havingtechnology zones help you to organizeyour time at the show?
Yes
86%
No
14%
UBM. All rights reserved; pg 13, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
An Integrated Approach to the EventLeverage Your Event Presence With Additional Activities
POP Best PracticeLeverage your booth for broader reach by hosting or sponsoring breakout sessions and other activities withinan event for deeper engagement.
87%Would attend a vendor
sponsored breakout event
76%Would participate ina vendor-sponsored
focus group
85%Would consider attending
smaller, more targetedevents within a larger
trade show
UBM. All rights reserved; pg 14, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Keeping Your Presence Social
Top 5 ways attendeesshare trade show content
while onsite
Top 5 ways attendeesfollow exhibitors and the
trade show producer
The trade show app
Google+
The trade show app
YouTube
UBM. All rights reserved; pg 15, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Evaluating Your ImpactWhy Tech Pros Would Continue to Engage With You Post-Event
Now thinking about after you return from the trade show, what would make you more likely to engage with a trade show exhibitor (tech vendor) post-event?
59%They demonstratedhow the technology
could help withmy business
58%The vendor
demonstrated thatthey understood
my specific business challenges
51%The vendor was
knowledgeable aboutmy industry and
industry-related challenges
37%Networking with afellow attendee of
the trade show piquedmy interest/curiosity
in the vendor
44%I heard from subject
matter experts at theirbooth and wanted
more info
29%The vendor suppliedvaluable marketing
materials
27%The vendor providedinformation to showROI of their solution
UBM. All rights reserved; pg 16, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Evaluating Your ImpactWhy Tech Pros Would NOT Engage with You Post Event
POP Don’t“They talked too much and listened too little.”
What would make you less likely to engage with an exhibitor after the show?
They gave too much of a sales pitch
The vendor did not demonstrate a comprehensive understanding of my specific business challenges
They were not knowledgeable about my industry
The representatives at their booth were not knowledgeable
They did not demonstrate how the technology could help with my business
They didn’t provide sufficient content
The vendor’s marketing materials didn’t demonstrate the value of their solution
They didn’t have subject matter experts speak
They could not show the ROI of their solution
The vendor spoke at the event, but they did not demonstrate a value to me
12345678910
UBM. All rights reserved; pg 17, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Keeping the Connection AliveRelevant Information Tailored to Their Needs; Nurture the Relationship
What are the preferred ways for a company to follow-up with you after a trade show?
41%Additional
research orinformation
41%A link to a
website for more
information
37%An invitation
to a webinaror virtual
event
32%Informationfollowing upon specific
eventcontent or
discussions
27%An email
from a salesperson
27%Call or email
from aproduct
Managerdiscussions
18%An invitationto another
face-to-faceevent
14%An invitation
to join anonline
communityrelated tothe show
14%I prefer to
takeinfo awaywith me
fromthe event
5%A callfrom aSales
person
UBM. All rights reserved; pg 18, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Building the Case to AttendAre Your Materials Meeting These Requirements?
What types of information do you need to return from a trade show with in orderto justify your expenditure?
62%Information
that can helpme in my job
51%Solution
to abusinessProblem
information
46%Information
where I learned
something
41%Information
thathelped me
makea decision ona vendor foran upcoming
purchase
37%Learned
abouttech problemthat I did notrealize I had
35%Content thatfocuses onmy business
painpoints
16%A vendorshort list
15%Anything as
longas it’s more
than justBusiness
cards
UBM. All rights reserved; pg 19, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Actions Taken Post-Event
What actions have you taken as a result of a trade show visit?
80%Visited anexhibitor'swebsite
56%Contacted
an exhibitor
55%Purchased a productor service based on
information I gatheredat the show
43%Set up a post-show meeting
UBM. All rights reserved; pg 20, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Pre-Event Onsite Post-EventExpose Your Brand Profile• Be “present” consistently
• Review your media strategy to ensure that your brand and products are getting exposure across all platforms
• Content connects – no matter the platform, relevant content is your brand’s biggest attraction
• Audit your content – make sure you have ample, up-to-date content that addresses different information needs
• Syndicate your content
• Remember: 82% of tech professionals are more likely to visit the booth of an exhibitor they’ve heard/read/engagedwith beforehand
Focus on Your Customers’ Needs
• Sales pitches always fail; do less talking and more listening
• Have knowledgeable subject matter experts at your booth
• Ensure you have the right content at your booth: customer testimonials, business case builders, etc.
• Attendees want to see your solution at work; have demos to share and make your discussion as hands-on as possible
• Attendees want to hear from you! Consider hosting a smaller breakout session in addition to your booth at an industry event
Keep Conversations Alive
• Again: content is your biggest attraction; keep attendees interested and engaged with relevant, targeted content
• Attendees go to industry events to find solutions: almost half want exhibitors to send them a post-event email with additional research or information –continue to educate prospects until they are ready to buy
• Nurture relationships with localized in person or web-based events with attendees that stopped by your booth
Recap: POP Event MarketingStrategies to Help You Connect and Engage Your Target Audience
UBM. All rights reserved; pg 21, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Add POP to Your Marketing StrategyLeverage Our Industry Leading Event and Media Brands
UBM Americas has created engaged technology communities that cover core tech areas including Enterprise IT, Enterprise Communications, Information Security, as well as IT Service and Support, and Game Development.
The breadth of the interactions we have with these communities enables us to gain unique knowledge on challenges and breakthroughs. This perspective allows us to provide the best experience and results for customers and clients. Use our experience to your advantage. We are a trusted resource because of our community approach, our expert editorial teams, and our established, industry-leading events and digital resources.
If you’re interested in learning more about our audience, and how you can generate real engagement with them in 2016, please contact us at cync@ubm.com.Visit www.CreateYourNextCustomer.com for more tech marketing insight and research.
UBM. All rights reserved; pg 22, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Event MarketingAppendix
UBM Technology Marketing Research Jan 2016
POP
UBM. All rights reserved; pg 23, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Respondent Profile
UBM. All rights reserved; pg 24, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Respondent Profile
UBM. All rights reserved; pg 25, POP Event Marketing Research, Jan 2016UBM Technology Portfolio l CreateYourNextCustomer.com
Launching Your Pre-Event MarketingWhere Attendees Find Out About Industry Events
Where do you go to find out about and get information abouttechnology events?
66%Alerts emails
or e-newsletters
51%Peers or colleagues
49%General search engines
49%Business technology
websites
29%Webinars from the
trade show sponsor or partner
16%Social media
(e.g. Twitter, Facebook,YouTube)
43%Vendorwebsites
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